Enhancing customer satisfaction through digitalization: Past, present and possible future approaches

Customer satisfaction is crucial for production companies, driving customer loyalty and long-term business success. Satisfied customers reduce churn rates, foster repeat business, and create a favorable market environment, which attracts new customers and enhances the company’s reputation. Digitalization significantly improves customer satisfaction through customer data analysis, requirement prediction, market analysis, and data-driven customer segmentation. However, we miss an overview of the current status of customer satisfaction in combination with digitalization and a possible research topic framework to structure future work. This paper investigates the connection between customer satisfaction and digitalization through a structured literature review, analyzing the current status and suggesting further measures for improvement. Key findings reveal a shift towards utilizing data to enhance customer satisfaction, emphasizing the importance of a holistic, data-driven approach for future growth and sustainability in production companies.