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- W3157945468 endingPage "101053" @default.
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- W3157945468 abstract "• Companies need to define a clear set of visionary digital value propositions. • Nine digital categories were identified. • Digital value proposition mediates the effects of technologies on experience. • The value propositions are generated by leveraging digital technologies. • Digital value propositions activate customer experience elements. Over the last two decades, plenty of work has been carried out on the applications, benefits, and values of numerous digital technologies in the retail sector. However, due to the wide range of technology types, there is still a lack of a comprehensive framework through one can understand how digital technologies create customer-centric value to define a digital vision. This paper aims to theoretically review the literature to explore various value propositions that digital technologies contribute to the transformation of retail customer experience. Accordingly, a conceptual framework has been developed based on the review of 141 journal papers using thematic content analysis, based on consumption elements (exchanges, actors, offerings, and settings) as a prior base for developing the framework. The proposed framework reveals nine digital value propositions including vividness, mobility, peer communication, personalization, interactivity, connectivity, value co-creation, telepresence, and information availability. The framework introduces digital value propositions as a viable mediator to understand the transformative effects of digital technologies on customer experience. Accordingly, three main paths are suggested for future studies." @default.
- W3157945468 created "2021-05-10" @default.
- W3157945468 creator A5028238112 @default.
- W3157945468 creator A5030986185 @default.
- W3157945468 creator A5070954653 @default.
- W3157945468 date "2021-05-01" @default.
- W3157945468 modified "2023-10-02" @default.
- W3157945468 title "Systematic review of digital value propositions in the retail sector: New approach for digital experience study" @default.
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