Factors Influencing Digital Customer Experience Transformation in the Retail Industry

Abstract

Retailers are losing ground to fellow competitors as they fail to meet customer expectations. With customers spread across multiple markets, locations, and platforms, having the right product at the right time has never been more important. This study investigates the technological, organisational, and environmental (TOE) factors that influence digital supply chain. The study adopted systematic literature review to explore factors that influence digital customer experience transformation in the retail industry. The systematic literature review used content analysis to assess 80 published articles on digital customer experience from 2014 - 2019. The study adopted the TOE framework as a lens to explore factors that influence digital customer experience transformation in the retail industry. The results indicated that all three TOE framework factors influence digital customer experience transformation in the retail industry. The study results suggest that retailers must consider the possible impact of the technology based organisational and environmental factors. The study contribute to the body of knowledge to the factors that influence digital customer experience transformation in the retail industry.