Understanding Customer Experience in the Digital Context: A Systematic Review

Abstract

Digital transformation has significantly changed the way customers interact with companies, creating a new paradigm in customer experience management. This study aims to systematically review the literature on customer experience in the digital era using the Systematic Literature Review (SLR) method. The articles analyzed were obtained from international databases Google Scholar. The results of the study show that digital customer experience is influenced by a number of main factors, namely the personalization of data-based services, the use of artificial intelligence, the integration of online and offline channels (omnichannel), and the use of immersive technologies such as AR and VR. Digitalization also expands the customer journey, making it more complex and dynamic, and boosting satisfaction, loyalty, and brand image. Despite this, the existing literature is still limited to technical and functional aspects, with little attention to the emotional, social, and contextual dimensions of small and medium-sized businesses. Future research is suggested to explore the integration of technology with the emotional and cultural aspects of customers, as well as its impact on long-term relationships. These findings provide practical implications for companies to develop more holistic, sustainable, and customer-centric digital strategies.