THE ROLE OF DIGITAL TRANSFORMATION IN CUSTOMER EXPERIENCE
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THE ROLE OF DIGITAL TRANSFORMATION IN CUSTOMER EXPERIENCE
The objectives of this study are to: (1) examine the impact of digital transformation on customer experience, (2) identify key digital strategies that enhance customer interactions, and (3) evaluate customer satisfaction with digital services. A survey design was utilized to gather data from customers and businesses. The sample size, calculated using Taro Yamane's formula, included 380 respondents from the service industry in Enugu, providing a balanced view. The service industry was selected for its direct customer interaction and high potential for digital enhancement. The survey instrument achieved a reliability coefficient score of 0.89. Findings suggest that digital transformation significantly improves customer experience by providing more personalized, efficient, and accessible services. The study recommends that businesses focus on user-friendly digital platforms, invest in customer feedback systems, and continuously innovate to meet evolving customer expectations.
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