How Can Business Models and Customer Journeys Lead to Positive Customer Experiences in the Digital Age: Analysis Based on the Mixed Method of NCA and fsQCA

LI Yong-fa; XIAO Yang; KONG Heng-yang

Volume 39 Issue 5

Sep. 2024

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Article Navigation > Journal of Guangdong University of Finance & Economics > 2024 > 39(5): 23-37

LI Yong-fa, XIAO Yang, KONG Heng-yang. How Can Business Models and Customer Journeys Lead to Positive Customer Experiences in the Digital Age: Analysis Based on the Mixed Method of NCA and fsQCA[J]. Journal of Guangdong University of Finance & Economics, 2024, 39(5): 23-37.

Citation:

LI Yong-fa, XIAO Yang, KONG Heng-yang. How Can Business Models and Customer Journeys Lead to Positive Customer Experiences in the Digital Age: Analysis Based on the Mixed Method of NCA and fsQCA[J]. Journal of Guangdong University of Finance & Economics, 2024, 39(5): 23-37.

Citation:

LI Yong-fa, XIAO Yang, KONG Heng-yang. How Can Business Models and Customer Journeys Lead to Positive Customer Experiences in the Digital Age: Analysis Based on the Mixed Method of NCA and fsQCA[J]. Journal of Guangdong University of Finance & Economics, 2024, 39(5): 23-37.

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How Can Business Models and Customer Journeys Lead to Positive Customer Experiences in the Digital Age: Analysis Based on the Mixed Method of NCA and fsQCA

School of Business Administration, Anhui University of Finance and Economics, Bengbu 233030, China

Received Date: 2024-06-29
Available Online: 2024-11-08
Publish Date: 2024-09-28

Abstract

Abstract

In the digital age, the way of customer experience has changed greatly. To attract customers by improving customer experience has become the key to enhance competitiveness of enterprises. Most of the existing studies focus on the net effect of a single factor on customer experience, but ignore the configuration effect of multiple factors on customer experience. This paper uses the mixed method of NCA and fsQCA to investigate the multiple paths of customer pragmatic experience and hedonic experience caused by the combination of multiple factors such as digitization (digital technology level and digital application scope), business model (novelty and efficiency) and customer journey (thematic coherence, consistency, and scene sensitivity). The empirical analysis based on 258 valid questionnaires found that simply pursuing digitalization does not necessarily lead to positive customer experience; the high novelty and efficiency of the business model contribute to the positive customer experience, while the negative customer experience is easily induced. The combination of "one high and one low" condition of thematic coherence and scene sensitivity can also lead to positive customer experience. Positive pragmatic experience and positive hedonic experience can occur simultaneously. These conclusions have certain theoretical and practical significance for the correct understanding of the breadth and depth of digitalization on the differentiated impact of customer experience, scientific and effective design of customer journey and continuous optimization of business models.
- digitization,
- customer experience,
- business model,
- customer journey,
- configuration effect,
- fuzzy-set qualitative comparative analysis

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References(45)

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