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Mapping the Transformation of the Digital Customer Experience into Knowledge-Based Competitive Advantage through the Data-Driven Digital Business Model
It serves to rigorously examine the relationship between Digital Customer Experience (DCX) investment and its effect on competitive advantage, data-driven decision making as well as data privacy issues in organizations of Middle East. The study used a quantitative methodology by surveying 70 business professionals across various industries to understand how these variables interact with the DCX investment levels.
This research employs a theoretical base underpinning of the Resource-based view (RBV) of firm, an approach which attempts to develop unique resources and capabilities for firms’ competitive advantage. DCX was expected to be a very strong and significant predictor of all the above-stated dimensions below Hypothetical model The study hypothesized that high investment on DCX will strongly correlate with competitive edge, better in data utilization for decision-making and more enlightened perception & treatment towards data privacy issues.
Statistical analyses were carried out running a correlation and regressions to measure the extent of DCX investment relative to these factors. To our surprise, the results showed almost non-existent correlations between DCX investment and any of these factors. Indeed, the regression model explained only 5.7% of the variance in DCX investment levels thus indicating that other undiscussed factors might be important.
The research also makes explicit the stark pathway between DCX investment and their expected economic returns, which ideally would come in the form of increased competitive advantage through data-driven decision-making. This leads to some questioning the impact of these investments in DCX are having on driving business value. For instance, it found that complexities related to lack of regulatory clarity and innovation in the Middle East along with digital susceptibilities represent obstacles those countries will need to overcome if they are going able use the power of these new technologies all business—for citizen consumers as well—in order execute better operations.
Submitted by: Ahmed Salah Abdelhamid Ahmed EIU410551 In Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy (Ph.D.) in Business Management Supervisor: Dr.Raheel Asghar Date: January,2025 EIU-Paris