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Full Description
Technology is an indispensable part of the business world with firms using digital platforms to gain/create, maintain and deliver customer experience, especially post-pandemic. Digitization involves the comprehensive integration of digital technology into all facets of a company's operations, yielding heightened value for customers. This book, Digital Transformation in the Customer Experience, looks at how digital transformation can help both service and manufacturing firms to deliver better customer experience.
This book will enhance readers' understanding of the disruptive technologies that have brought businesses to their current digital state, including social media, artificial intelligence (AI), big data, machine learning, and the Internet of Things (IoT). Numerous examples and exhibits are employed to illustrate the book's comprehensive digital framework. It presents case studies of digital implementation across diverse industries and provides implementation templates for businesses. Designed to support careers in consulting and the execution of digital strategies within companies, the book covers all essential aspects. To offer insights into practical digital transformation in real-world scenarios, the book incorporates case studies and examples spanning various industries. Its organized structure makes it accessible to students, instructors, and junior and mid-level executives. Furthermore, the book seeks to disseminate novel technical concepts and features that can be integrated into daily life for the betterment of society.
The book addresses important questions such as the relevance of e-service quality in customer satisfaction and loyalty, impact and effect of adware, malware and spyware on the digital environment, the Internet of Everything in marketing, digital entertainment, digital transformation in healthcare and more. The book also covers the impact of digitalization on education, finance and banking as well as the hospitality industry. Sensitive topics like the influence of Facebook on consumer engagement and the impact of social media marketing communications on teenagers' attitudes, etc. are also addressed in the book.
Contents
PART I: DIGITAL TRANSFORMATION IN THE CUSTOMER EXPERIENCE 1. Digitalization, Customer Engagement, and Performance of Small and Medium Enterprises: Emerging Market Context 2. The Impact of Digitalization on Organizational Behavior and Performance: A Case Study of the Greater Accra Region 3. Does E-Service Quality Heighten Customer Satisfaction and Loyalty? 4. Impact and Effect of Spyware, Adware, and Malware on the Digital Environment in Modern Society 5. Challenges and Solutions of Big Data: Evidence from Africa 6. Current Insights and Future Research Avenues on Significance of Mobile Marketing in the Retail Environment- A Theoretical Assimilation 7. Internet of Everything in Marketing 8. The Influence of Facebook Social Media on Consumer Engagement in Restaurant Consumption Experiences PART II: DIGITAL TRANSFORMATION IN EDUCATION 9. Exploring Digital Transformation in the Bus Transport Industry of Ghana 10. Digital Entertainment: The New Normal of Customer Experience Post-Pandemic and the Path Ahead in India 11. Impact of Social Media Marketing Communications on Teenagers' Attitudes: An Exploratory Study 12. The Robots Are Here: Embrace Them. The Inherent Need for Human Resources to Transform in the Age of Robotics 13. Digital Transformation in Healthcare 14. Artificial Intelligence for Enhancing Customer Engagement 15. Reviewing the Relationship Between E-Governance Services and the Digital Citizen Experience PART III: DIGITAL TRANSFORMATION IN FINANCE AND BANKING 16. The Effect of Social Media on Academic Performances of Students in Ghanaian Universities (A Case of Tamale Technical University) 17. Effect of the University Website on University Brand Image and Students' Preference PART IV: DIGITAL TRANSFORMATION IN HOSPITALITY 18. Prospects and Challenges of Electronic Banking in Ghana 19. Online Travel Agent (OTA) and Customer Experience in the Hospitality Sector 20. Hospitality and Tourism Management in Times of Crisis: Technology-Based Resilience Perspective 21. Social Media and Customer Satisfaction in the Hospitality Sector
