| Title: |
Designing transformative digital cultural experiences to enhance customer well-being. |
| Authors: |
Addis, Michela1 (AUTHOR) michela.addis@uniroma3.it; Rurale, Andrea2 (AUTHOR); Crawford, Brett Ashley3 (AUTHOR); Guintcheva, Guergana4 (AUTHOR); Passebois-Ducros, Juliette5 (AUTHOR); vom Lehn, Dirk6 (AUTHOR) |
| Source: |
Journal of Marketing Management. Feb2026, p1-36. 36p. 1 Illustration. |
| Subject Terms: |
*DIGITAL transformation; *CUSTOMIZATION; *TARGET marketing; *PARTICIPATORY design; *CUSTOMER satisfaction; POSITIVE psychology; USER-centered system design |
| Abstract: |
This study investigates how Transformative Digital Cultural Experiences (TDCEs) enhance customer well-being through a customer-centric design approach. It fills three gaps: (1) extending transformative service research to cultural experiences; (2) reframing digital transformation beyond preservation and access, towards intentional customer experience design; and (3) overcoming one-size-fits-all initiatives by stressing personalisation, differentiation, and co-creation. Based on 19 expert interviews and 34 digital cases, we identify four audience segments that are Investigators, Enthusiasts, Nerds, and Novices, and propose matching TDCE formats: In-Depth, WOW, Hook, and Understandable. We also classify TDCEs along cultural content complexity (foundational vs. sophisticated) and digital engagement (accessible vs. innovative). Grounded in the PERMA framework, this novel typology guides cultural organisations in designing inclusive digital experiences that foster individual and collective well-being. [ABSTRACT FROM AUTHOR] |
| : |
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| Database: |
Business Source Premier |