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  • P-ISSN1738-3110
  • E-ISSN2093-7717
  • SCOPUS, ESCI

How Customer Experience Management Can Improve the Distribution of Marketing Performance

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2023, v.21 no.2, pp.53-63
https://doi.org/10.15722/jds.21.02.202302.53
SAFITRI Sri (Brawijaya University)
SUDIRO Achmad (Brawijaya University)
ROHMAN Fatchur (Brawijaya University)
Mugiono MUGIONO (Universitas Brawijaya)

Abstract

Purpose: This study aims to determine the effect of Customer Experience Management (CEM) on the distribution of Marketing Performance mediated by Digital Business Innovation (DBI), Digital Operational Excellence (DOE), and Digital Value Co-Creation (DVC) in Indonesia Information & Technology (IT) industry. Research design, data, and methodology: This research was conducted in two stages, namely exploratory and explanatory on IT companies in Indonesia. The authors took 132 samples using proportionate random sampling method in three groups of companies. Results: The results showed that CEM had no significant positive effect on the distribution of Marketing Performance. CEM has no direct effect on the distribution of Marketing Performance through the mediation of DBI. CEM has direct effect on the distribution of Marketing Performance through the mediation of DOE and DVC. DBI has no significant effect in increasing the distribution of Marketing Performance. However, DOE and DVC have a significant effect in increasing the distribution of Marketing Performance. Conclusion: The distribution of Marketing Performance can be indicated better through CEM through mediation.

keywords
Distribution, Distribution of Marketing Performance, Digital Business Innovation, Digital Operational Excellence, Digital Value Co-Creation, Customer Experience Management.

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The Journal of Distribution Science