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Research Article
Management Theories’ Potential for Better Digital Service Customer Experience
Simonas Juozapas Raišys — Vytautas Magnus University, Faculty of Economics and Management
Agota Giedrė Raišienė — Mykolas Romeris University, Institute of Leadership and Strategic Management
Abstract
Digital service provision has undergone a period of considerable change because of the COVID-19 pandemic, and the challenges of delivering a positive customer experience through digital services are still relevant to this day. The bibliometric analysis carried out in the study showed that this has accelerated research on the modeling of customer experience in digital services, in which researchers are looking for new ways to overcome the challenges encountered. The analysis of the main research themes and seminal publications revealed through the bibliometric analysis concludes that contemporary management theories have the potential to contribute to addressing the emerging challenges in customer experience modeling in digital services.
Keywords
digital servicecustomer experiencemanagement theoryservice qualityorganisational design
