DIGITAL TRANSFORMATION AND RELATIONSHIP WITH CUSTOMER EXPERIENCE: A CRITICAL REVIEW OF LITERATURE FROM 1990 TO 2005 FOR PARADIGM SHIFTS IN KNOWLEDGE AND THOUGHTS IN 4-WHEELER CAR SEGMENT

Digital transformation and its relationship & impact of front end (Customer), especially on customer experience and customer satisfaction has been a focus of study for last three decades. What has started purely as a “After sales service” initially changed to service dominant logic, Customer relationship management and customer experience with evolution in thoughts accompanied by deep leaps in digital technology from computers of 1ob960's to totally digital world of today. The changes in digital technology helped the “Front end -Customer side” to be in sink with the demands of the customers and paradigm shift in the customer service thoughts, knowledge and practice. This review of literature is based on relationship between digital transformation and customer experience from 1990 to 2005 period , which saw a dramatic change in both these areas. Going hand in glove with each other digital transformation and customer experience has contributed to paradigm shift both internally & externally for business and end customers