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.
Addis, M., Rurale, A., Crawford, B.A., Guintcheva, G., Passebois-Ducros, J., Vom Lehn, D. (2026). Designing transformative digital cultural experiences to enhance customer well-being. JOURNAL OF MARKETING MANAGEMENT [10.1080/0267257X.2026.2618735].
Designing transformative digital cultural experiences to enhance customer well-being
Addis M.;
2026-01-01
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.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
