Data-Driven Customer Experience Strategies in Modern Digital Marketing

Candra; Dedy Iswanto; Baiq Reinelda Tri Yunarni; Rizka Kumia Andaru; Yasyifa Dian Urfina; Sulhan Hadi; Muhammad Naim

doi:10.55681/economina.v5i5.2313

Authors

Candra Universitas Muhammadiyah Mataram, Indonesia
Dedy Iswanto Universitas Muhammadiyah Mataram, Indonesia
Baiq Reinelda Tri Yunarni Universitas Muhammadiyah Mataram, Indonesia
Rizka Kumia Andaru Universitas Pembangunan Nasional vateran Jawa Timur, Indonesia
Yasyifa Dian Urfina Universitas Muhammadiyah Mataram
Sulhan Hadi Universitas Muhammadiyah Mataram, Indonesia
Muhammad Naim Universitas Muhammadiyah Mataram

DOI:

https://doi.org/10.55681/economina.v5i5.2313

Keywords:

Customer experience strategy, Customer experience, Data-driven, Digital marketing, Modern digital marketing

Abstract

This study employs a Systematic Literature Review approach to examine literature indexed in Google Scholar, the Directory of Open Access Journals, and Scopus from 2017 to 2026 to explore digital transformation within quality management systems (Quality 4.0). The results of the review indicate that existing research still has fundamental limitations, characterized by a predominance of conceptual approaches, a lack of empirical evidence and longitudinal studies, and a tendency to focus on digital transformation in general, thus failing to address the specific context of quality management systems. Furthermore, the available literature remains fragmented and has not yet produced an integrative model that comprehensively links the technological, organizational, and human resource dimensions, thereby limiting its practical implications for organizations. Based on these findings, there is a research gap that calls for the development of a holistic, measurable, and empirically grounded cross-sectoral implementation model for Quality 4.0. Therefore, future research should focus on formulating an empirically validated integrative framework, developing practical change management strategies, enhancing contextual digital competencies, strengthening cybersecurity, and exploring the application of human-centered artificial intelligence to support the effectiveness and sustainability of quality management systems in the digital era.

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