Publication Details
Abstract
This research investigates the impact of digital customer experience and digital service quality on digital customer engagement, based on a survey of Zain Telecom customers in Iraq. The study is motivated by the increasing reliance of telecom companies on digital channels to deliver their services, making it essential to understand the factors that enhance digital engagement, foster customer loyalty, and achieve competitive advantage. A descriptive-analytical approach was adopted, with data collected through a structured questionnaire distributed to a sample of 140 Zain customers. The questionnaire addressed three variables: digital customer experience, digital service quality, and digital engagement. Data were analyzed using appropriate statistical techniques, including reliability testing (Cronbach’s alpha), descriptive statistics, correlation, and multiple regression analysis. Results indicate a significant positive relationship between both digital customer experience and digital service quality with digital engagement. Furthermore, it was observed that digital service quality had a more significant effect on increasing customer engagement compared to digital customer experience. The study suggests that Zain Telecom should improve digital service quality by being more responsive, streamlining usage processes, and providing security and reliability, as well as invest in improving the digital customer experience to enhance the overall user experience and loyalty.