The Contribution of digitalization to the enhancement of customer experience

Authors

  • Rajae HASSAR Faculty of Law, Economics and Social Sciences of salé, Mohamed V University, Rabat, Morocco
  • Mustapha MACHRAFI Faculty of Law, Economics and Social Sciences of salé, Mohamed V University, Rabat, Morocco

Keywords:

Digitalisation, expérience client, outils numériques, personnalisation

Abstract

This article aims to analyze the impact of digitalization on customer experience and to clarify the theoretical mechanisms through which digital tools contribute to enhancing the customer journey. The study adops an intergrative literature review methodology, examining prior research on customer experience, digital transformation, and service personnalization.

The findings highlight the central role of digital technologies, such as multichannel platforms, data analytics, and artificial intelligence, in enabling personalized, seamless and emotionally engaging customer expereriences.

The article proposes a theoretical framework syntesizing the key drivers of digital customer experience and identifies directions for future research, particularly concerning generative artificial intelligence and issues related to digital inclusion.

JEL classification : M31, O33, M15

Paper Type : Theoretical Research

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Published

2026-01-26

How to Cite

HASSAR, R., & MACHRAFI, M. (2026). The Contribution of digitalization to the enhancement of customer experience. International Journal of Accounting, Finance, Auditing, Management and Economics, 7(1), 713–724. Retrieved from https://ijafame.org/index.php/ijafame/article/view/2260

Issue

Vol. 7 No. 1 (2026): January

Section

Articles

License

Copyright (c) 2026 Rajae HASSAR, Mustapha MACHRAFI

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