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Engraving customer experiences through digital technologies

Chang-Tang Chiang (Department of Information Management, Chinese Culture University, Taipei, Taiwan)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 13 December 2022




In recent decades, customer experiences (CXs) have gained considerable attention from both academics and service industries. However, the role of digital technologies in CXs is largely ignored. This study aims to explore the manners of digital experience (DX) and to leverage these manners for service design.


A total of 2,178 journal articles published as of January 2022 were collected from nine high-impact service journals. Social network analysis and cluster analysis were used to analyze 5,289 keywords and 22,645 edges.


Four DX manners (utility, sociability, informativeness and arousal) are identified from the keywords of the qualifying articles.


A digital experience service model is developed based on the concept of CX and DX manners. Academic and managerial contributions are discussed.



The author would like to thank the editor, associate editor and two anonymous reviewers for their feedback and suggestions as well as the artwork of DESM from Mr Chin-Tsang Teng.

Funding: The author disclosed receipt of the Ministry of Science and Technology, Taiwan, ROC, for their financial support of this research under Project No. MOST 110-2410-H-034 −016.

Conflict of Interest: The author declares that he has no conflict of interest.


Chiang, C.-T. (2022), "Engraving customer experiences through digital technologies", Journal of Services Marketing, Vol. ahead-of-print No. ahead-of-print.



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