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Measuring Digital Customer Experience

Sukardi Silalahi and Popy Rufaidah

Pertanika Journal of Tropical Agricultural Science, Volume 26, Issue T, March 2018

Keywords: CFA, digital customer experience, EFA, telecommunication industry

Published on: 8 Jun 2018

Substantial connections and supportive relationships between customer experience and digitalisation (Roytman, 2015) is a strategic issue in the service industry. This study aims to propose a digital customer experience (DCX) model to be tested as a measurement scale. The study uses 598 users' active mobile data of the largest telecommunication provider in Indonesia from six cities. The model is tested using exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and the structural equation model to analyse the data. The study finds digital service experience, digital image experience, digital touchpoint experience, and digital broadband experience are factors determining digital customer experience.

ISSN 1511-3701

e-ISSN 2231-8542

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