انتشار مقاله در حوزه تجربه مشتری در یکی از ژورنال‌های معتبر بین‌المللی

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.

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