The influence of digital customer experience and electronic word of mouth on brand image and supply chain sustainable performance

Abstract

Digitalization plays a crucial role on current competitive market and it is associated with the utilization of digital technologies to change business model and to deliver new value-producing opportunities to the current business environment in an aim to move towards a digital business. Therefore, to address new business model, the purpose of this study is to explore the effect of digital customer experience and electronic word of mouth on sustainable performance of supply chain through brand image and supply chain image. In this study, data is collected from employees of Indonesian ICT companies. Clusters were formulated, and respondents were selected randomly. Three hundred and fifteen (315) responses were analysed with the help of structural equation modelling. The results indicate that digital customer experience and electronic word of mouth played positive role on promoting brand image. Brand image had positive role to promote supply chain image which influences positively on sustainable supply chain performance. Therefore, this study is important for Information Communication and Technology (ICT) industry to implement various e-commerce practices to promote digital customer experience and electronic word of mouth.. , Canada by the authors; licensee Growing Science 2019 ©

The effect of digital supply chain on lean manufacturing: A structural equation modelling approach

“…The transformation of the traditional customer into a digital customer fundamentally affects the mental image of the products. The Internet allows customers to share their opinions, ideas, and experiences regarding the goods and services provided by organizations, which may positively or negatively affect the mental image of the products (Mihardjo et al, 2019).…”

The Power of Electronic Word of Mouth

“…This is due to the fact that eWOM is an effective instrument for boosting a company's business on digital channels like social media. A company's online presence can be enhanced by including user-generated material, which attracts customers and encourages natural dialogue about the company or brand (Mihardjo et al, 2019). For example, a cruise liner company in Spain has benefited through eWOM.…”

Pengaruh Electronic Word of Mouth dan Citra Merek Terhadap Niat Beli Produk Kecantikan Avoskin

“…Calon konsumen mengumpulkan berbagai sumber informasi yang berbeda guna membentuk citra merek mereka, hal ini menjadi sebuah alasan mengapa sebelum melakukan pembelian, calon konsumen sering melakukan observasi terhadap produk yang akan dibelinya (Mihardjo et al, 2019). Informasi yang dicari berupa review dari sebuah produk yang dibuat oleh pengguna lain.…”