Engraving customer experiences through digital technologies


Purpose
In recent decades, customer experiences (CXs) have gained considerable attention from both academics and service industries. However, the role of digital technologies in CXs is largely ignored. This study aims to explore the manners of digital experience (DX) and to leverage these manners for service design.


Design/methodology/approach
A total of 2,178 journal articles published as of January 2022 were collected from nine high-impact service journals. Social network analysis and cluster analysis were used to analyze 5,289 keywords and 22,645 edges.


Findings
Four DX manners (utility, sociability, informativeness and arousal) are identified from the keywords of the qualifying articles.


Originality/value
A digital experience service model is developed based on the concept of CX and DX manners. Academic and managerial contributions are discussed.
