ASSESSING THE IMPACT OF DIGITAL TRANSFORMATION ON CUSTOMER EXPERIENCE CHANGES

Abstract

This study delves into the impact of digital transformation on customer experience within a retail business environment, guided by the Technology Acceptance Model (TAM). It adopts a quantitative approach, focusing on the correlations between digital transformation aspects and customer experience changes in efficiency, customer service communication, and aftersales support. The research objectives include exploring the relationships between digital transformation benefits, perceived usefulness, and ease of use with changes in customer experience. Data is collected via structured surveys using a Likert scale from retail business customers, examining three independent variables (digital transformation benefits, perceived usefulness, ease of use) against changes in customer experience as the dependent variable. Anticipated findings suggest a positive correlation between digital transformation improvements and customer satisfaction, particularly in efficiency and communication. These results provide actionable insights for retail businesses to enhance their digital strategies and improve customer relations. Academically, the study offers a practical application of TAM in understanding the effect of digital transformation on customer experience in the retail sector, contributing to both commercial and scholarly knowledge.