Customer Experience Co-Creation in Service-Oriented Digital Ecosystems: Integrating Customer Experience Drivers with Service-Dominant Logic Principles

Articles in Press

Document Type : Original research

Authors

1 Department of Industrial Management, Faculty of Management and Accounting, Allameh Tabataba’I University

2 Accounting and Management Department, Allame Tabataba'i University, Tehran, Iran

3 Department of Industrial Management, Faculty of Management and Accounting, Allameh Tabataba’I University,

4 Department of Technology Management and Entrepreneurship, School of Management and Accounting, Allameh Tabataba'i University

Abstract

This study aims to propose a framework for enhancing customer experience within service-oriented digital ecosystems. To this end, a systematic literature review was conducted, and the results of thematic analysis (qualitative) were integrated with those obtained from topic modeling (quantitative). Factors influencing the improvement of customer experience in service-oriented digital ecosystems were identified and categorized into 11 main factors and 33 sub-factors. These factors were then analyzed through the lens of service-dominant logic (SDL), and their management was delineated according to the five core principles of SDL.

The findings clarify the approaches and perspectives that should be adopted to pave the way for creating deeper, more sustained, and more meaningful customer experiences. By offering a framework for understanding the multifaceted nature of customer experience in digital ecosystems, this research contributes to the growing body of literature on digital ecosystems. Furthermore, it develops an innovative and comprehensive framework that is both empirically grounded (derived from 11 factors) and theoretically enriched (viewed through the lens of SDL). Beyond listing influential factors, it elucidates insights and approaches through which customer experience can be enhanced in service-oriented digital ecosystems. By highlighting the dual role of factors in both co-creating and co-destructing customer experience, this study provides profound theoretical and practical insights for architects of digital ecosystems.

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Main Subjects

Science and Technology Policy Letters

Articles in Press, Accepted Manuscript
Available Online from 04 October 2025

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History

  • Receive Date: 30 July 2025
  • Revise Date: 29 September 2025
  • Accept Date: 04 October 2025

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