The impact of digitalization on E2E customer experience: case study Coca-Cola

Abstract

This study examines the impact of digitalization on end-to-end customer experience at Coca-Cola Algeria, focusing on how digital technologies enhance personalization and customer satisfaction. Guided by the primary research question, "How does digitalization impact end-to-end customer experience in Coca-Cola Algeria?" and its sub-questions, the research aims to provide both practical and academic insights. The practical objective is to identify key digital tools and strategies that improve customer interactions and satisfaction, thereby offering actionable recommendations for Coca-Cola Algeria to optimize its digital initiatives. From an academic perspective, the study contributes to the existing body of knowledge on digitalization and customer experience by exploring these dynamics in an emerging market context. The research employs theoretical frameworks such as the Technology Acceptance Model (TAM) and Dynamic Capabilities Theory to analyze how digitalization influences customer experience. It emphasizes the role of digital touchpoints and customer journey mapping in creating seamless and personalized customer experiences. Methodologically, the study adopts a quantitative approach, utilizing structured surveys to collect data from Coca-Cola Algeria's digital platform users. The data is analyzed using various statistical methods to test hypotheses related to digital interaction frequency, engagement level, personalization perception, and overall customer satisfaction. The findings reveal that digitalization significantly enhances customer experience by improving personalization and engagement throughout the customer journey. These insights offer valuable recommendations for Coca-Cola Algeria and contribute to a broader understanding of digital transformation's impact on customer experience in emerging markets.