The Impact of Digital Transformation on Customer Satisfaction in Service Organizations

Abstract

This research aims to analyze the impact of digital transformation on customer satisfaction in service organizations. This is achieved through a systematic review of recent literature and an analysis of applied studies that have addressed the relationship between the dimensions of digital transformation and customer satisfaction. The research employs a descriptive-analytical approach, presenting a theoretical model that illustrates how digital transformation tools and technologies affect customer satisfaction levels by improving service quality, personalizing the experience, increasing time efficiency, and enhancing ease of use.

The results of the analysis demonstrate a strong and statistically significant positive relationship between the implementation of digital transformation strategies and increased customer satisfaction levels across various types of service organizations. The magnitude of this impact varies depending on the sector and the type of technologies used. The findings indicate that digital transformation contributes to enhancing organizational excellence and improving operational efficiency, which positively impacts customer experience and loyalty. The research presents a comprehensive framework that proposes five key recommendations for decision-makers in service organizations to maximize the benefits of digital transformation in enhancing customer satisfaction. These recommendations emphasize the need to develop digital infrastructure, invest in the digital skills of human resources, and foster a culture of innovation.