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Showing 1 results for Digital Transformation
Jahanyar Bamdadsofi, Razieh Birank, Fatemeh Mohammadnezhad Chari,
Volume 15, Issue 2 (12-2024)
Abstract
During the COVID-19 pandemic and the resulting constraints, businesses have encountered changes in their customers’ behaviors and business environments. Scholars have emphasized on the role of digital transformation as a response to these challenges. This study investigates the level of digital maturity in seven dimensions of digital transformation presented by Kane (2017) in small service businesses (SSBs). A mixed method combining the logic of statistical accuracy of questionnaire analysis with the realistic aspects of discourse analysis was applied. The results revealed that digital transformation does not fully occur among the SSBs. Instead, some extent of digitalization happened in various areas such as communications with customers and the digitalization of some aspects of services. Besides, the study revealed that the most frequent pathways taken by SSBs toward digitalization are the less capital-intensive and technology-based ones . Furthermore, customers are involved in three types of relational activities categorized as “transactional”, “intercommunication”, and “information sharing”.
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