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THE JOURNEY OF THE CONSUMER IN THE DIGITALIZATION TRANSFORMATION PROCESS
(Düzce Üniversitesi, 2021) Tuna, Murat Fatih
Increasing consumer interaction due to the development of communication facilities has had great importance on company decisions. Digital transformation, one of these decisions, necessitated the transfer of actual business processes to digital. The central dynamic that reveals this necessity is the digitalization of the consumer. With the digitalization of the consumer, the attitudes of the companies towards the consumers and the expectations of the consumers from the companies have changed. In this context, it has been aimed to compile and examine the studies with the keywords "customer" and "consumer" in the publications on digital transformation in the WOS (Web of Science) database. In addition, the study aims to examine the qualified academic studies on the digital consumer from a conceptual perspective and reveal possible literature gaps on which future studies in this context can focus. The research results provide an overview of the studies on the digital transformation between 2010-2021. It also contributes to the literature by visualizing the role of the consumer in digital transformation.