Enhancing customer experience in digital servitization: the impact of service-dominant logic

This study focuses on the influence of manufacturing firms’ underlying logic on customer experience in digital servitization. It emphasises the importance of adopting a service-dominant (S-D) logic to enhance customer experience when developing advanced digital solutions. Customer experience is shaped by interactions across multiple touchpoints, and increasing these touchpoints allows customers to have a greater impact on their own service experience. However, the study also highlights that many manufacturing firms engaged in digital servitization are immature in terms of adopting an S-D logic framework, which may lead to a decreased customer experience. The inability to handle complex interactions, resource constraints, and trust issues among actors can negatively impact customer experience when transitioning to S-D logic. To achieve a positive and enduring customer experience, manufacturing firms should strategically align their adoption of S-D logic with their mindset and available resources. This calibration ensures the successful development of digital solutions and enhanced customer experience.