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La contribution de la digitalisation à l'amélioration de l'expérience client

Author

Listed:
  • Rajae Hassar

    (Faculté des Sciences Juridiques, Economiques et Sociales - UM5 - Université Mohammed V de Rabat [Agdal])

  • Mustapha Machrafi

    (Faculté des Sciences Juridiques, Economiques et Sociales - UM5 - Université Mohammed V de Rabat [Agdal])

Abstract

Cet article vise à analyser l'impact de la digitalisation sur l'expérience client et à clarifier les mécanismes théoriques par lesquels les outils numériques contribuent à l'amélioration du parcours client. La méthodologie repose sur une revue intégrative de la littérature portant sur les travaux relatifs à l'expérience client, à la transformation numérique et à la personnalisation des services. Les résultats de l'analyse mettent en évidence le rôle central des technologies numériques, telles que les plateformes numériques, les plateformes multicanales, l'analyse des données de l'intelligence artificielle dans la création d'expériences client personnalisées, fluides et émotionnellement engageantes. L'article propose un cadre théorique synthétisant les principaux leviers de la digitalisation de l'expérience client et mettant en lumière plusieurs perspectives de recherches futures, notamment autour de l'intelligence artificielle générative et des enjeux d'inclusion numérique. Mots clés : Digitalisation, expérience client, outils numériques, personnalisation.

Suggested Citation

  • Rajae Hassar & Mustapha Machrafi, 2026. "La contribution de la digitalisation à l'amélioration de l'expérience client," Post-Print hal-05482072, HAL.
    • Handle: RePEc:hal:journl:hal-05482072
    Note: View the original document on HAL open archive server: https://hal.science/hal-05482072v1
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    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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