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Muhammad Naim
Universitas Muhammadiyah Mataram
Economics, Econometrics & Finance

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Data-Driven Customer Experience Strategies in Modern Digital Marketing Candra; Dedy Iswanto; Baiq Reinelda Tri Yunarni; Rizka Kumia Andaru; Yasyifa Dian Urfina; Sulhan Hadi; Muhammad Naim
JURNAL ECONOMINA Vol. 5 No. 5 (2026): JURNAL ECONOMINA, Mei 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/economina.v5i5.2313

Abstract

This study employs a Systematic Literature Review approach to examine literature indexed in Google Scholar, the Directory of Open Access Journals, and Scopus from 2017 to 2026 to explore digital transformation within quality management systems (Quality 4.0). The results of the review indicate that existing research still has fundamental limitations, characterized by a predominance of conceptual approaches, a lack of empirical evidence and longitudinal studies, and a tendency to focus on digital transformation in general, thus failing to address the specific context of quality management systems. Furthermore, the available literature remains fragmented and has not yet produced an integrative model that comprehensively links the technological, organizational, and human resource dimensions, thereby limiting its practical implications for organizations. Based on these findings, there is a research gap that calls for the development of a holistic, measurable, and empirically grounded cross-sectoral implementation model for Quality 4.0. Therefore, future research should focus on formulating an empirically validated integrative framework, developing practical change management strategies, enhancing contextual digital competencies, strengthening cybersecurity, and exploring the application of human-centered artificial intelligence to support the effectiveness and sustainability of quality management systems in the digital era.
Co-Authors Baiq Reinelda Tri Yunarni Candra Dedy Iswanto Rizka Kumia Andaru Sulhan Hadi YASYIFA DIAN URFINA