Original scientific paper
DIMENSIONS OF CUSTOMER PERCEPTION IN THE CONTEXT OF DIGITAL TRANSFORMATION
Katarina Tomičić-Pupek
; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Abstract
Digital business transformation involves design and development of business processes that will generate new products and services, anticipating the possibilities of modern and incoming technologies. It is therefore necessary to design new products and services that an enterprise can deliver by executing its processes, before any idea or need exists on the market for new designed products or services. In this context of digital business transformation, it is essential to identify the key dimensions of customer perception that may be relevant to the marketing strategy of creating demand for a new product or service for future customers. This paper will explore classical dimensions of customer perception regarding the impact of modern and incoming technologies, and then describe how the results of the explored dimensions can be used to design a marketing strategy for a new product or service of a digitally transformed business.
Keywords
customer perception; digital transformation; marketing strategy
Hrčak ID:
234539
URI
Publication date:
1.3.2019.
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