DIGITAL TRANSFORMATION AND ITS RELATIONSHIP WITH CUSTOMER EXPERIENCE: A COMPREHENSIVE REVIEW OF LITERATURE FROM 2006 TO 2020 FOR PARADIGM SHIFTS IN KNOWLEDGE AND THOUGHTS IN 4-WHEELER CAR SEGMENTAjim Shaikh 1 ; Prakash Wagh 2
Article Id - IJM_12_01_144, Pages : 1617-1648, Date of Publication : 30, January 2021
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Digital transformation and its relationship & impact of front end (Customer), especially on customer experience and customer satisfaction has been a focus of study for last three decades. What has started purely as a “After sales service” initially changed to service dominant logic, Customer relationship management and customer experience with evolution in thoughts accompanied by deep leaps in digital technology from computers of 1960’s to totally digital world of today. The changes in digital technology helped the “Front end -Customer side” to be in sync with the demands of the customers and paradigm shift in the customer service thoughts, knowledge, and practice. This review of literature is based on relationship between digital transformation and customer experience from 2006 to 2020 period, which saw a further dramatic change. Going hand in glove with each other digital transformation and customer experience has contributed to paradigm shift both internally & externally for business and end customers. While period of 1990 to 2000 can be called as initiation period ,2000 to 2005 is attributed to “Growth and adoption “of digital platforms into the customer facing processes. Era from 2006 to 2010 can be termed as a “stabilization era” while 2011 to 2020 with new technology started “Explosion era” in customer experience space with technologies like virtual and augmented reality
Digital Transformation, Customer Satisfaction, Service Dominant Logic, Customer Experience
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Aim and Scope
International Journal of Management(IJM) is a peer-reviewed, Online and Print journal published by IAEME Publication. IJM aims at providing an intellectual platform for high quality research encompassing all the sub-domains of Management.
IJM is an international forum for research that advances the theory and practice of management. The journal publishes original works with practical significance and academic value. Authors are invited to submit theoretical or empirical papers in all aspects of management. International Journal of Management (IJM) publishes research articles, case studies and reviews within the whole field of Management Research, and it will continue to provide information on the latest trends and developments in management subject.
Prof. B. Arthi Gandhimathi - PRJ Publication, India
Dr. S.Balasubramanian - IAEME Publication, India
Dr. Pon Ramalingam - Hindustan University, India
Dr. K.K.Ramachandran - GRD Institute of Management, India
Dr. J. Joseph Francis - Karunya University, India
Dr. V. Antony Joe Raja - Sri Muthukumaran Institute of Technology, India
Er. N. Tamil Selvan - RVS College of Engineering & Technology, Coimbatore, India
Mr. N. Anandharaj, M.Phil., - Asst. Prof., Department of Commerce, Muthayammal College of Arts & Science, Rasipuram, India
Dr. D. Paul Dhinakaran - Assistant Professor, Department of Commerce, Jayagovind Harigopal Agarsen College of Arts & Science, Chennai, Tamilnadu, India
Dr. Georgios palaiologos - Royal University for Women, Bahrain
Dr. V. Raghu raman - Senior faculty member- Ibra College of Technology-Oman.
Dr. R. Ravikumar - Tamilnadu Agricultural University,TamilNadu, India.
Dr. A.R.Krishnan - SRM University, Tamilnadu,India.
Dr. Iosif cornel - National Institute of Statistics, Romania
Dr. Pratap Raghunath Desai - Bharati Vidyapeeth University,Maharashtra.
Dr. Aikaterini koskina - Keele University, UK.
Dr. Ashok G. Matani - Govt. College of Engineering Amravati, India.
Dr. R.Wranton perez St.Joseph’s College of Engg.&Tech, TANZANIA. - St.Joseph’s College of Engg.&Tech, TANZANIA.
Dr. A.K. Garg - MIT, India.
Dr. Leandro torres di - Fluminense Federal University, Brazil.
Dr. Hamid saremi - Azad Islamic University of Iran-Quchan Branch, Iran.
Dr. Nawab ali khan - Salman Bin Abdulaziz University ,Kharj, Saudi Arabia
Dr. Alka swami - Govt. College of Engineering & Technology Bikaner , India.
Dr. Shivakumar deene - Central University of Karnataka, India.
Dr. N. Mahesh - Dhanraj Baid Jain Institute of Management, India.
Dr. Christine palani - Management Consultant, India.
Dr. K.S.Meenakshisundaram - Dr.Bala V Balachandar Campus, Tamilnadu, India
Dr. Dr. Samson O. Fadiya - Girne American University, North Cyprus
Dr. Wilson Udo Udofia - University of Uyo, Nigeria
Dr. N. SHAIKMOHAMED - Jamal Mohamed College(Autonomous) Tiruchirappalli, Tamilnadu, India
Dr. Manu Melwin Joy - Ilahia College of Engineering and Technology, India
Dr. Subrata Chattopadhyay - Future Institute of Engineering and Management, India
Dr. Venkata Sai Srinivasa Rao Muramalla - Prince Sattam Bin Abdulaziz University, Kingdom of Saudi Arabia
Dr. V. Sowdamini - Pydah College of Engg&Technology, Viskhapatnam, India
Dr. J. Khaja Sheriff - University of Madras, Tamilnadu, India
Prof. Melnyk Alona Alekseevna - Kyiv National University of Technologies and Design, Ukraine
Dr. S.Senthil Kumar - SRM Institute of Science and Technology, Tamilnadu, India
Dr. Achmad Kautsar - Universitas Negeri Surabaya, Indonesia
Dr. M M Bagali - Acharya Institute of Technology, India
Dr. Sapan Kumar Gupta - Amity University, India
Dr. J.Rengamani - AMET Business School AMET University, India
Dr. D.Rajasekar - AMET Business School, AMET University, India
Dr. Stephen M. A. Muathe - Kenyatta University, Nairobi, Kenya
Dr. TCHITCHOUA Jean - University of Yaoundé 2-Soa, Cameroon
Dr. Miao-Shen Chen - Nanhua University, Taiwan
Dr. Ralf Müller - BI Norwegian Business School, Norway
Dr. Esmat Ara - Shahjalal University of Science & Technology, Sylhet, Bangladesh
Dr. Musaddag Elrayah - King Faisal University, School of Business, Hofuf, Saudi Arabia
Dr. Rami A. Maher - Isra University Amman, Jordan
Dr. Arkadiusz Mironko - Indiana University East, United States
Dr. M. Selvam - Alagappa University, India
Dr. Syaikhul Falah - Cendrawasih University, Indonesia
Dr. R. Chroqui - University Hassan the 1st, 26000 Settat, Morocco
Dr. Buchari Lapau - Pekanbaru Hang Tuah Institute of Health, Riau Province, Indonesia
Dr. Matthias Kammer - Technical University of Munich, Germany
Dr. Anni Arnav - Dayananda Sagar University, Karnataka, India
Dr. Dinh Tran Ngoc Huy - International University of Japan - Banking University HCM city Vietnam
Dr. K. Rakesh - MVGR College of Engineering, Andhra Pradesh, India
Dr. K. Rajalakshmi - Shri Shankarlal Sundarbai Shasun Jain College for Women, Chennai, India
Dr. Aluregowda - PES College of Engineering, Karnataka, India
Prof. Iryna Bashynska - Odessa National Polytechnic University, Odessa, Ukraine
Dr. P. Venkaiah Babuu - Eswar College of Engineering, Narasaraopet, Andhra Pradesh, India
Dr. Fahd Alduais - Department of Accounting, National Institute of administrative Sciences, Ibb, Yemen
Dr. Narcisa Roxana Moşteanu - Professor of Finance, Business Administration Department, American University of Malta, Bormla, Malta
Prof. Devi Prasad Misra - Professor, Department of Business Management, Fakir Mohan University, Odisha, India
Dr. P. Jagadeesan - Management Studies & Commerce, Vels Institute of Science, Technology & Advanced Studies (VISTAS), Tamilnadu, India
Dr. Raghavendra GS - Researcher, University of Mysore, Karnataka, India; Managing Director Geloof Industries Pvt Ltd, Bangalore, India
Dr. Shankar Lingam. Macharla - National Institute of Rural Development and Panchayati Raj (NIRDPR), Telangana, India
Dr. Priyanka Dave - Academician, Researcher and, L & D Consultant, USA
Prof. Ernest Ofori Asamoah - Dean, School of Business, Regent University College of Science and Technology, Accra, Ghana
Dr. Mithun Gaur - PGDM (Marketing & IT), BIMM Pune, India.
Prof. Devi Prasad Misra - Head and Dean, Department of Business Management, F.M. University, Vyasa Vihar Balasore, Odisha, India.
Prof. S. Umamaheswari - Assistant Professor, School of management studies, Sathyabama university, Chennai, India.
Dr. Arun Singhal - Associate Professor, Bule Hora University, Bule Hora City, Ethiopia, Africa.
Dr. Virupaxi Bagodi - Principal, Government Engineering College, Talakal, India.
Dr. Anish K Ravi - Chennai Business School , India
Dr. FATEMA NUSRAT CHOWDHURY - Assistant Professor, Department of Real Estate, Faculty of Business and Entrepreneurship Daffodil International University, Bangladesh
Dr. Dilnaz Muneeb - Abu Dhabi University, United Arab Emirates
Dr. Trilok Kumar Jain - Professor and Dean,International School of Business Management (ISBM),Suresh Gyan Vihar University Jaipur, India
Dr. Anamika Rawat - Associate Professor, Department of Management Studies, SRK University, Bhopal, India
Dr. Anita Walia - Associate Professor, Center for Management Studies, Jain Deemed to be University, Bangalore, India.
Mr. C. Jagadeesh Vikram - IAEME Publication, India
Dr. K. Sreenivasaiah - Special officer Academics Joint Director office Mangalore and Asst. Professor of Economics Govt First Grade College For Women’s, Mangalore, Karnataka
Dr. Sriya Chakravarti - Higher Colleges of Technology, Abu Dhabi, United Arab Emirate
Mr. Mathew Abraham - IT SAP Finance, Schlumberger-Digital Enterprise Systems–SAP ECC, Houston, USA
Dr. Anu Antony - Associate Professor, Department of Commerce, Kristu Jyoti College of Management and Technology, Kerala, India
Mr. Venkata Naga Satya Surendra Chimakurthi - Solutions Architect, Cognizant Technology Solutions, USA
Dr. V. Suresh Kumar - Head & Asst. Professor, Research Department of Business Administration, Rajah Serfoji Govt. College (Autonomous), Thanjavur, Tamilnadu, India.
Dr. Madhavi Madireddy - Professor in Management and Director, Aurora’s PG College, Ramanthapur, Hyderabad, India
Dr. Subramanian Shanmugam - Associate Professor, Department of Commerce & Business Studies, School of Management, Central University of South Bihar, India
Prof. Suneetha. Naisa - Associate Professor, Department of M.B.A, Pulla Reddy Institute of Computer Science, Telangana, India
Dr. Dr. K. Abdus Samad - Jamal Institute of Management, Trichy, Tamilnadu, India
Dr. T. Snekalatha - Professor and Head, Department of Commerce Accounting and Taxation, Dr. N.G.P Arts and Science college, Coimbatore, Tamilnadu, India
Dr. B.Jeeva Rekha - Assistant Professor, PG and Research Department of Commerce, Sri Vasavi College, Erode, Tamilnadu, India
Dr. S.S. Onyx Nathanael Nirmal Raj - Assistant Professor & Research Supervisor, Department of Business Administration, VELS UNIVERSITY, Pallavaram, Chennai, India
Dr. K.M. Chinnadorai - Principal, Kamban College of Arts & Science, Coimbatore, Tamilnadu, India
Mrs. D.Shalini - Assistant Professor, RVS Institute of Management Studies, Coimbatore, Tamilnadu, India
Dr. Vikram Mohanlal Agrawal - Assistant Professor, Computer Engineering Department, B & B Institute of Technology (SFI), Gujarat, India
Mr. Leelakumar Raja Lekkala - Senior Data Analyst (Grade 28) (Remote) – CHART ANALYTICS, Optum Services Inc, Minnetonka, MN, USA
Dr. N.Shani - Professor, Department of Business Administration, Nehru arts and science college, Coimbatore, India
Dr. T. Manvel Raj - Mohamed Sathak A.J.College of Engineering, India
Dr. Dhanuraj - Management Consultant, India
Prof. Sanobar Anjum - Prince Mohammad Bin Fahd University, Saudi Arabia
Er. Deepika Ttiwari - Sikkim Manipal Institute of Technology, India
Er. Gajendra Naidu.J - ATMA, India
Dr. S.Saiganesh - Dayananda Sagar Business School, India
Dr. Bamrara.A - HNB Garhwal University, India
Dr. N.Shani - Professor, Department of Business Administration, Nehru arts and science college, Coimbatore, India
Dr. T. Manvel Raj - Mohamed Sathak A.J.College of Engineering, India
Dr. Dhanuraj - Management Consultant, India
Prof. Sanobar Anjum - Prince Mohammad Bin Fahd University, Saudi Arabia
Dr. Deepika Ttiwari - Sikkim Manipal Institute of Technology, India
Dr. Gajendra Naidu.J - ATMA, India
Dr. S.Saiganesh - Dayananda Sagar Business School, India
Dr. Bamrara.A - HNB Garhwal University, India
Dr. Hari Sundar.G. Ram - Sree Narayana Gurukulam College of Engineering, India
Dr. Anshul Gangele - Institute of Technology & Management, India
Dr. Davinder Sharma - BCIPS, India
Prof. Srinivas K T - CIMS - B School, India
Dr. B.Ravi Kumar - Sree Vidyanikethan Engineering College, India
Dr. Rajesh U Kanthe - BVDU, India
Dr. Swaranjeet Arora - Prestige Institute of Management and Research, Indore, India
Dr. A.Selvaraj - Gobi Arts and Science College,Tamilnadu, India
Dr. M.A.Lahori - Anekant Institute of Management Studies, Baramati, Pune, India
Dr. V. Antony Joe Raja - Prince Group of Companies, Chennai, India
Prof. Shraddha Chowdhary - Kasturba Gandhi College for Women, Secunderabad, India
Dr. Sivanesan R - St.Jerome's College of Arts and Science,Tamilnadu, India
Prof. Shraddha Mayuresh Bhome - Future Institute Of Engineering and Management and Future Business School, India
Dr. V.Rama Devi - Sikkim Central University, Sikkim, India
Paper title (14 Bold)- Capital Letter
First Author1, Second Author2 (13 Bold- Times New Roman)
1(Department, College/ University Name, Address, Country Name, Email) (12)
2(Department, College/ University Name, Address, Country Name, Email) (12)
ABSTRACT (12 Bold)
The abstract should summarize the content of the paper. Try to keep the abstract below 350 words. Do not make references nor display equations in the abstract. The journal will be printed from the same-sized copy prepared by you. Your manuscript should be printed on A4 paper (21.0 cm x 29.7 cm). It is imperative that the margins and style described below be adhered to carefully. This will enable us to keep uniformity in the final printed copies of the Journal. Please keep in mind that the manuscript you prepare will be photographed and printed as it is received. Readability of copy is of paramount importance.(12)
Keywords (12 Bold) : About five key words in alphabetical order, separated by comma (12)
I. INTRODUCTION (12 BOLD)
The introduction of the paper should explain the nature of the problem, previous work, purpose, and the contribution of the paper. The contents of each section may be provided to understand easily about the paper. (12)
II. HEADINGS (12 BOLD)
The headings and subheadings, starting with "1. Introduction", appear in upper and lower case letters and should be set in bold and aligned flush left. All headings from the Introduction to Acknowledgements are numbered sequentially using 1, 2, 3, etc. Subheadings are numbered 1.1, 1.2, etc. If a subsection must be further divided, the numbers 1.1.1, 1.1.2, etc.
The font size for heading is 12 points bold face and subsections with 12 points and not bold. Do not underline any of the headings, or add dashes, colons, etc. (12)
III. INDENTATIONS AND EQUATIONS(12 BOLD)
The first paragraph under each heading or subheading should be flush left, and subsequent paragraphs should have a five-space indentation. A colon is inserted before an equation is presented, but there is no punctuation following the equation. All equations are numbered and referred to in the text solely by a number enclosed in a round bracket (i.e., (3) reads as "equation 3"). Ensure that any miscellaneous numbering system you use in your paper cannot be confused with a reference  or an equation (3) designation. (12)
IV. FIGURES AND TABLES(12 BOLD)
To ensure a high-quality product, diagrams and lettering MUST be either computerdrafted or drawn using India ink.
Figure captions appear below the figure, are flush left, and are in lower case letters.When referring to a figure in the body of the text, the abbreviation "Fig." is used. Figures should be numbered in the order they appear in the text.
Table captions appear centered above the table in upper and lower case letters. When referring to a table in the text, no abbreviation is used and "Table" is capitalized. (12). Figures and tables should be included in the running text itself
V. CONCLUSION (12 BOLD)
A conclusion section must be included and should indicate clearly the advantages, limitations, and possible applications of the paper. Although a conclusion may review the main points of the paper, do not replicate the abstract as the conclusion. A conclusion might elaborate on the importance of the work or suggest applications and extentions. (12)
VI. ACKNOWLEDGEMENTS(12 Bold)
An acknowledgement section may be presented after the conclusion, if desired.( 12)
REFERENCES (12 BOLD)
This heading is not assigned a number.
A reference list MUST be included using the following information as a guide. Only cited text references are included. Each reference is referred to in the text by a number enclosed in a square bracket (i.e., ). References must be numbered and ordered according to where they are first mentioned in the paper, NOT alphabetically.
 M Ozaki, Y. Adachi, Y. Iwahori, and N. Ishii, Application of fuzzy theory to writer recognition of Chinese characters, International Journal of Modelling and Simulation, 18(2), 1998, 112-116. (12)
 R.E. Moore, Interval analysis (Englewood Cliffs, NJ: Prentice-Hall, 1966). (12) Note that the title of the book is in lower case letters and italicized. There is no comma following the title. Place of publication and publisher are given.
Chapters in Books:
 P.O. Bishop, Neurophysiology of binocular vision, in J.Houseman (Ed.), Handbook of physiology, 4 (New York: Springer-Verlag, 1970) 342-366. (12) Note that the place of publication, publisher, and year of publication are enclosed in brackets. Editor of book is listed before book title.
 D.S. Chan, Theory and implementation of multidimensional discrete systems for signal processing, doctoral diss., Massachusetts Institute of Technology, Cambridge, MA, 1978. (12)
 W.J. Book, Modelling design and control of flexible manipulator arms: A tutorial review, Proc. 29th IEEE Conf. on Decision and Control, San Francisco, CA, 1990, 500-506 (12)
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The topics to be covered by this journal include but are not limited to the following fields:
• Management Information System
• Production and Operation Management
• Social Science