Digitalization of Sustainable Business Practices and their Influence on Customer Experiences: A Systematic Review

Abstract

Purpose: Digitalization research is increasingly receiving interest among academics and researchers in recent years. The current systematic review provides a detailed analysis of fragmented literature on digitalization of business sustainable practices with the primary objective of structuring the boundary conditions for the investigation of the phenomenon. Methodology: The review applies a multi-dimensional framework for the synthesis and analysis of the research, and to discern the three primary thematic areas of digitalization including structural change and value creation, the use of digital technologies, and consumer behaviour. Based on the approach of the analysis of the articles, the adopted methodological framework was important in achieving the objectives of the review. Finding: The study found that the internal and external perspectives of digitalization research are applicable in the Business-to-Business (B2B) and Business-to-Customer (B2C) by promoting the adoption of sustainable business practices and improving collaborative and positive relationships with the consumers to enhance customer experience. Digitization of business practices has the potential of enhancing connectivity, promoting financial inclusion and improving access to trade and public services. Also, it is reported that digitalization can be used as a tool for improving the absorption of knowledge to enhance innovation and strategic renewal. Recommendation: Companies should consider long-term prospects and digital disruption before embracing new technology. Businesses should redesign the customer journey to fit consumers' demands and focus on creating connections. To succeed, organizations must personalize the consumer experience. To collect client data and provide a unique experience, companies need a CRM. Consumers desire a seamless, anytime multi-channel experience. Companies may provide fast, tailored, and easy-to-access services by integrating all interactions into a single digital profile.