Strategic Insights: Navigating Digital Transformation And Customer-Centricity For Enhanced Business Success

Yıl 2023, Cilt: 6 Sayı: 2, 223 - 249, 31.12.2023

Paşa Gültaş

https://doi.org/10.55065/intraders.1393775

Öz

This paper examines the impact of digital transformation and customer-centricity on the processes businesses use to create customer value in today's business world. It discusses the opportunities digital transformation presents to businesses and explores strategies for increasing customer value to achieve success in the current business environment. Additionally, the text offers practical illustrations of theoretical concepts using anecdotal evidence and real-life cases. Finally, through an analysis of emerging digital transformation trends and their potential benefits for companies striving to enhance customer value, it presents businesses with a strategic outlook.

Anahtar Kelimeler

Digital Transformation, Customer Value, Customer-Centric Approach, Business Success

Etik Beyan

Makalede sunulan tüm bilgiler ve veriler doğru ve güvenilir kaynaklardan elde edilmiştir. Bilgilerin manipülasyonu ya da çarpıtılması yapılmamıştır. Başkalarına ait çalışmalardan alıntı yapıldığında, uygun atıflar ve referanslar kullanılmıştır. Diğer çalışmalardan alınan fikirler ve bulgular açıkça belirtilmiştir. Makalenin yazarları, herhangi bir çıkar çatışmasına sahip değillerdir. Herhangi bir finansal, kurumsal veya kişisel çıkar, makalenin içeriğini etkilememiştir. Beyan ederim.

Destekleyen Kurum

Bulunmamaktadır.

Teşekkür

Öncelikle bu çalışmaya değerli vakitlerini ayıracak olan editör kuruluna ve saygıdeğer hakemlere şimdiden teşekkür ederim.

Kaynakça

• Ahn, J., Kim, J., & Sung, Y. (2021). AI-powered recommendations: the roles of perceived similarity and psychological distance on persuasion. International Journal of Advertising, 40(8), 1366-1384.
• Akter, S., Michael, K., Uddin, M. R., McCarthy, G., & Rahman, M. (2022). Transforming business using digital innovations: The application of AI, blockchain, cloud and data analytics. Annals of Operations Research, pp. 1–33.
• Al Shraah, A., Abu-Rumman, A., Al Madi, F., Alhammad, F. A. F., & AlJboor, A. A. (2022). The impact of quality management practices on knowledge management processes: a study of a social security corporation in Jordan. The TQM Journal, 34(4), 605–626.
• Angevine, C., Keomany, J., Thomsen, J., & Zemmel, R. (2021). Implementing a digital transformation at industrial companies. McKinsey & Company.
• Annamalah, S., Paraman, P., Ahmed, S., Pertheban, T. R., Marimuthu, A., & Venkatachalam, K. R. (2023). Exploitation, exploration, and ambidextrous strategies of SMEs in accelerating organizational effectiveness. Journal of Global Operations and Strategic Sourcing. Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JGOSS-08-2022-0090.
• Arslan, I. K. (2020). The importance of creating customer loyalty in achieving sustainable competitive advantage. Eurasian Journal of Business and Management, 8(1), 11-20.
• Aslam, F., Aimin, W., Li, M., & Ur Rehman, K. (2020). Innovation in the era of IoT and industry 5.0: Absolute innovation management (AIM) framework. Information, 11(2), 124.
• Berman, S. J. (2012). Digital transformation: opportunities to create new business models. Strategy & leadership, 40(2), 16-24.
• Bharadiya, J. P. (2023). Machine learning and AI in business intelligence: Trends and opportunities. International Journal of Computer (IJC), 48(1), 123-134.
• Bonnet, D., & Westerman, G. (2020). The new elements of digital transformation. MIT Sloan Management Review, 62(2). https://sloanreview.mit.edu/article/the-new-elements-of-digital-transformation/.
• Bresciani, S., Ferraris, A., Romano, M., & Santoro, G. (2021). Building a digital transformation strategy. In Digital transformation management for agile organizations: A compass to sail the digital world (pp. 5-27). Emerald Publishing Limited.
• Brincker, M. (2021). Disoriented and Alone in the “Experience Machine”–On Netflix, Shared World Deceptions and the Consequences of Deepening Algorithmic Personalization. SATS, 22(1), 75-96.
• Butt, J. (2020). A conceptual framework to support digital transformation in manufacturing using an integrated business process management approach. Designs, 4(3), 17.
• Ceesay, L. B. (2020). Building a high customer experience management organization: Toward customer-centricity. Jindal Journal of Business Research, 9(2), 162–175.
• Chai, L., Duan, Y., & Huo, J. (2021). Pricing strategies for O2O business model considering service spillover and power structures. International Transactions in Operational Research, 28(4), 1978-2001.
• Chan, J. O. P. (2020). Digital transformation in the era of big data and cloud computing. Int. J. Intell. Inf. Syst, 9(3), 16.
• Chen, C. L., Lin, Y. C., Chen, W. H., Chao, C. F., & Pandia, H. (2021). Role of government to enhance digital transformation in small service business. Sustainability, 13(3), 1028.
• Chen, L., Dai, Y., Ren, F., & Dong, X. (2023). Data-driven digital capabilities enable servitization strategy——From service supporting the product to service supporting the client. Technological Forecasting and Social Change, p. 197, 122901.
• Christie, J., & Soe, Y. (2022). Ideas for Spotify Customization: Enhancing the User’s Experience. In International Conference on Human-Computer Interaction (pp. 18-25). Cham: Springer International Publishing.
• Cleary, S., & McLarney, C. (2021). How Logistics Is Evolving: Why It Is Appropriate for Today and the Next Decade. IUP Journal of Supply Chain Management, 18(1).
• Coman, D. M., Ionescu, C. A., Duică, A., Coman, M. D., Uzlau, M. C., Stanescu, S. G., & State, V. (2022). Digitization of accounting: The premise of the paradigm shift of the role of the professional accountant. Applied Sciences, 12(7), 3359.
• Diem, P. T., Vu, N. T., Dung, H. T., Bien, B. X., & Duc, P. M. (2021). Customer Care and Customer Relationship Maintenance at Ministop, Family Mart, and CoopSmile in Vietnam. International journal multidisciplinary research and growth evaluation, 2(4), 744-751.
• El Hilali, W., El Manouar, A., & Idrissi, M. A. J. (2020). Reaching sustainability during a digital transformation: a PLS approach. International Journal of Innovation Science, 12(1), 52-79.
• Enholm, I. M., Papagiannidis, E., Mikalef, P., & Krogstie, J. (2022). Artificial intelligence and business value: A literature review. Information Systems Frontiers, 24(5), 1709-1734.
• Fischer, M., Imgrund, F., Janiesch, C., & Winkelmann, A. (2020). Strategy archetypes for digital transformation: Defining meta objectives using business process management. Information & Management, 57(5), 103262.
• Foltean, F. S., & van Bruggen, G. H. (2022). Digital Technologies, Marketing Agility, and Marketing Management Support Systems: How to Remain Competitive in Changing Markets. In Organizational Innovation in the Digital Age (pp. 1-38). Cham: Springer International Publishing.
• Fountaine, T., McCarthy, B., & Saleh, T. (2019). Building the AI-powered organization. Harvard Business Review, 97(4), 62–73.
• Gil-Gomez, H., Guerola-Navarro, V., Oltra-Badenes, R., & Lozano-Quilis, J. A. (2020). Customer relationship management: digital transformation and sustainable business model innovation. Economic research-Ekonomska istraživanja, 33(1), 2733-2750.
• Godina, R., Ribeiro, I., Matos, F., T. Ferreira, B., Carvalho, H., & Peças, P. (2020). Impact assessment of additive manufacturing on sustainable business models in industry 4.0 context. Sustainability, 12(17), 7066.
• Guinan, P. J., Parise, S., & Langowitz, N. (2019). Creating an innovative digital project team: Levers to enable digital transformation. Business Horizons, 62(6), 717-727.
• Gupta, S., Leszkiewicz, A., Kumar, V., Bijmolt, T., & Potapov, D. (2020). Digital analytics: Modeling for insights and new methods. Journal of Interactive Marketing, 51(1), 26-43.
• Gurbaxani, V., & Dunkle, D. (2019). Gearing up for successful digital transformation. MIS Q. Executive, 18(3), 6.
• Guttentag, D., Smith, S., Potwarka, L., & Havitz, M. (2018). Why tourists choose Airbnb: A motivation-based segmentation study. Journal of Travel Research, 57(3), 342-359.
• Hasfar, M., Militina, T., & Achmad, G. N. (2020). Effect of customer value and customer experience on customer satisfaction and loyalty PT meratus samarinda. International Journal of Economics, Business and Accounting Research (IJEBAR), 4(01).
• Hawkins, D. L., & Hoon, S. (2019). The impact of customer retention strategies and the survival of small service-based businesses. Available at SSRN 3445173. 1–24.
• Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the customer experience through new technologies. Journal of interactive marketing, 51(1), 57-71.
• Hussain, K., Jing, F., Junaid, M., Zaman, Q. U., & Shi, H. (2021). The role of co-creation experience in engaging customers with service brands. Journal of Product & Brand Management, 30(1), 12–27.
• Ivančić, L., Vukšić, V. B., & Spremić, M. (2019). Mastering the digital transformation process: Business practices and lessons learned. Technology Innovation Management Review, 9(2). 36-50. http://doi.org/10.22215/timreview/1217.
• Kamath, P. R., Pai, Y. P., & Prabhu, N. K. (2020). Building customer loyalty in retail banking: a serial-mediation approach. International Journal of Bank Marketing, 38(2), 456–484.
• Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2022). The impact of customer relationship management and company reputation on customer loyalty: The mediating role of customer satisfaction. Journal of Relationship Marketing, 21(1), 1-26.
• Khrais, L. T. (2020). Role of artificial intelligence in shaping consumer demand in E-commerce. Future Internet, 12(12), 226.
• Khrais, L. T., & Alghamdi, A. M. (2021). The role of mobile application acceptance in shaping e-customer service. Future Internet, 13(3), 77.
• Keiningham, T., Aksoy, L., Bruce, H. L., Cadet, F., Clennell, N., Hodgkinson, I. R., & Kearney, T. (2020). Customer experience-driven business model innovation. Journal of Business Research, pp. 116, 431–440.
• Kraus, S., Jones, P., Kailer, N., Weinmann, A., Chaparro-Banegas, N., & Roig-Tierno, N. (2021). Digital transformation: An overview of the current state of the art of research. Sage Open, 11(3), 21582440211047576.
• Kumar, V., & Mittal, S. (2020). Mobile marketing campaigns: practices, challenges, and opportunities. International Journal of Business Innovation and Research, 21(4), 523-539.
• Li, F. (2020). The digital transformation of business models in the creative industries: A holistic framework and emerging trends. Technovation, p. 92, 102012.
• Li, H., Wu, Y., Cao, D., & Wang, Y. (2021). Organizational mindfulness towards digital transformation as a prerequisite of information processing capability to achieve market agility. Journal of Business Research, 122, 700-712.
• Lestari, S. D., Leon, F. M., Widyastuti, S., Brabo, N. A., & Putra, A. H. P. K. (2020). Antecedents and consequences of innovation and business strategy on performance and competitive advantage of SMEs. The Journal of Asian Finance, Economics and Business, 7(6), 365-378.
• Lüdeke‐Freund, F. (2020). Sustainable entrepreneurship, innovation, and business models: Integrative framework and propositions for future research. Business Strategy and the Environment, 29(2), 665-681.
• Maroufkhani, P., Wagner, R., Wan Ismail, W. K., Baroto, M. B., & Nourani, M. (2019). Big data analytics and firm performance: A systematic review. Information, 10(7), 226.
• Matarazzo, M., Penco, L., Profumo, G., & Quaglia, R. (2021). Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective. Journal of Business Research, 123, 642-656.
• Matheus, R., Janssen, M., & Maheshwari, D. (2020). Data science empowering the public: Data-driven dashboards for transparent and accountable decision-making in smart cities. Government Information Quarterly, 37(3), 101284.
• McDermott, O., Antony, J., & Douglas, J. (2021). Exploring the use of operational excellence methodologies in the era of COVID-19: perspectives from leading academics and practitioners. The TQM Journal, 33(8), 1647-1665.
• Met, İ., Kabukçu, D., Uzunoğulları, G., Soyalp, Ü., Dakdevir, T. (2020). Transformation of Business Model in Finance Sector with Artificial Intelligence and Robotic Process Automation. In: Hacioglu, U. (eds) Digital Business Strategies in Blockchain Ecosystems. Contributions to Management Science. Springer, Cham. https://doi.org/10.1007/978-3-030-29739-8_1.
• Mushore, R., & Kyobe, M. (2019, October). Optimizing the business value of digital transformation by aligning technology with strategy, work practices, and stakeholder interests. In 2019 IEEE 10th Annual Information Technology, Electronics and Mobile Communication Conference (IEMCON), pp. 0403–0408.
• Nadkarni, S., & Prügl, R. (2021). Digital transformation: a review, synthesis, and opportunities for future research. Management Review Quarterly, 71, 233-341.
• Önder, N. (2023), Hepsiburada’dan İş Ortaklarına Kazandıran Çözümler, https://www.marketingturkiye.com.tr/soylesiler/hepsiburada-kazandiran-cozumler/. Access date: 13/12/2023
• Pansara, R. (2023). Navigating Data Management in the Cloud-Exploring Limitations and Opportunities. Transactions on Latest Trends in IoT, 6(6), 57–66.
• Papanastassiou, M., Pearce, R., & Zanfei, A. (2020). Changing perspectives on the internationalization of R&D and innovation by multinational enterprises: A review of the literature. Journal of International Business Studies, pp. 51, 623–664.
• Perkin, N., & Abraham, P. (2021). Building the agile business through digital transformation. Kogan Page Publishers.
• Pramanik, H. S., Kirtania, M., & Pani, A. K. (2019). The essence of digital transformation—Manifestations at large financial institutions from North America. Future Generation Computer Systems, 95, 323-343.
• Pratama, P. Y., & Kalalinggi, R. (2019). Application of new public management (NPM) in Indonesia in the field of transportation (Case In Bandar Lampung). Journal of Governance and Public Policy, 6(2), 126-147.
• Ramaswamy, V. (2020). Leading the experience ecosystem revolution: innovating offerings as interactive platforms. Strategy & Leadership, 48(3), 3-9.
• Rane, N. L. (2023). Multidisciplinary collaboration: key players in the successful implementation of ChatGPT and similar generative artificial intelligence in the manufacturing, finance, retail, transportation, and construction industries. https://doi.org/10.31219/osf.io/npm3d.
• Richards, R. (2020). The circus and technologies of animation. Circus, Science and Technology: Dramatising Innovation, 143-158.
• Ris, K., & Puvača, M. (2023). Digital Transformation Handbook. CRC Press.
• Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10).
• Ritter, T., & Pedersen, C. L. (2020). Digitization capability and the digitalization of business models in business-to-business firms: Past, present, and future. Industrial Marketing Management, 86, 180-190. Rogers, D. L. (2016). The digital transformation playbook: Rethink your business for the digital age. Columbia University Press.
• Saarikko, T., Westergren, U. H., & Blomquist, T. (2020). Digital transformation: Five recommendations for the digitally conscious firm. Business Horizons, 63(6), 825-839.
• Samudro, A., Sumarwan, U., Simanjuntak, M., & Yusuf, E. (2020). Assessing the effects of perceived quality and perceived value on customer satisfaction. Management Science Letters, 10(5), 1077-1084.
• Sánchez-Gutiérrez, J., Cabanelas, P., Lampón, J. F., & González-Alvarado, T. E. (2019). The impact on the competitiveness of customer value creation through relationship capabilities and marketing innovation. Journal of Business & Industrial Marketing, 34(3), 618-627.
• Shehadeh, M., Almohtaseb, A., Aldehayyat, J., & Abu-AlSondos, I. A. (2023). Digital Transformation and Competitive Advantage in the Service Sector: A Moderated-Mediation Model. Sustainability, 15(3), 2077.
• Siddiqui, S., Khan, A. A., & Dey, I. (2022). Internet Technologies for Personalized Care. In Information and Communication Technology (ICT) Frameworks in Telehealth (pp. 173-189). Cham: Springer International Publishing.
• Sudirjo, F. (2023). Marketing Strategy in Improving Product Competitiveness in the Global Market. Journal of Contemporary Administration and Management (ADMAN), 1(2), 63–69.
• Teng X, Wu Z, Yang F. (2022). Research on the Relationship between Digital Transformation and Performance of SMEs. Sustainability.14(10):6012. https://doi.org/10.3390/su14106012.
• Tran, T. B. H., & Vu, A. D. (2021). From customer value co-creation behavior to customer perceived value. Journal of Marketing Management, 37(9-10), pp. 993–1026.
• Tzavlopoulos, Ι., Gotzamani, K., Andronikidis, A., & Vassiliadis, C. (2019). Determining the impact of e-commerce quality on customers' perceived risk, satisfaction, value, and loyalty. International Journal of Quality and Service Sciences, 11(4), 576-587.
• Wang, Q., Lu, S., Lin, J., Wang, C., & Fan, H. (2020). Sentiment analysis for the customer feedback in the express delivery enterprise evaluation system. Learning & Education, 9(3), 57-59.
• Warner, K. S., & Wäger, M. (2019). Building dynamic capabilities for digital transformation: An ongoing process of strategic renewal. Long-range Planning, 52(3), 326-349. https://doi.org/10.1016/j.lrp.2018.12.001.
• Wedha, B. Y., & Hindarto, D. (2023). Maximizing ERP Benefits with Enterprise Architecture: A Holistic Approach. Journal of Computer Networks, Architecture, and High-Performance Computing, 5(2), 703-713.
• Yıldırım, Y. (2019). Endüstri 4.0’a kapsamlı bir bakış: 2011’den bugüne. Bilgi Dünyası, 20(2), 217-249.
• Yıldırım, Y. (2020). Farkli Disiplinlerde Endüstri 4.0. OPUS International Journal of Society Researches, 15(21), 756-789.
• Yıldırım, Y., & Yıldırım, H. (2022). Dijital Sınırların Sonsuzluğu: Günlük Hayattan Somut Örnekler. Düzce Üniversitesi Bilim ve Teknoloji Dergisi, 10(4), 1838-1864.
• Yu, U. J., & Park, J. (2014). Consumers' virtual product experiences and risk perceptions of product performance in the online co‐design practice: A case of NIKEiD. Family and Consumer Sciences Research Journal, 43(1), 29-46.
• Zaki, M. (2019). Digital transformation: harnessing digital technologies for the next generation of services. Journal of Services Marketing, 33(4), 429–435.
• Zhang, X., Xu, Y. Y., & Ma, L. (2023). Information technology investment and digital transformation: the roles of digital transformation strategy and top management. Business Process Management Journal, 29(2), 528–549