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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 purpose of this paper is to provide a theoretical lens on digital servitization (DS) for future research purposes. By developing a multilevel framework that helps structure and untangle its complexity, the authors aim to increase understanding into the persistent challenge of DS.

Building on a problematization approach, critical incident technique was applied to a comparative, longitudinal, multiple-case study in which DS journeys from one Italian and one Belgian manufacturing firm were analyzed.

Analysis revealed that different levels and elements of the multilevel framework were simultaneously involved in the identified critical incidents. This huge interconnectedness severely challenged the DS journeys. Managerial (un)responsiveness played a central role in the organizational outcome for both firms.

The authors answer the call for a more holistic approach toward DS. A multilevel framework is provided to be employed by future researchers and practitioners alike. A mid-range theory for DS and propositions for future research are developed.