Ett kundperspektiv på varumärkens digitala kompetenser – Hur varumärken kan bygga varumärkeskapital och kundlojalitet genom digital kompetens

The primary objective of this study is to explore and define digital competence from a customer perspective and to examine its impact on an organization's customer-based brand equity. This involves understanding how digital competence influences customer perceptions and contributes to the value of a brand in the digital realm.
Design/methodology/approach
100 qualitative surveys were conducted to gather data on customer perceptions of digital competence. The study utilizes a model that breaks down digital competence into 10 distinct dimensions, focusing on both the content and delivery of digital services. This dual focus helps in assessing how effectively a brand presents itself as digitally competent.
Findings
The findings of the study indicate that digital competence is primarily associated with functional aspects such as accessibility, support, and payment solutions. However, there appears to be a limited connection with less functional aspects, which include the customer's perception of a brand's reliability and innovation. The study highlights the critical nature of both what is delivered and how it is delivered in shaping a positive digital customer experience and enhancing brand image. It also underscores the importance of maintaining a balance between aesthetic experience and functionality in digital branding strategies.
Originality
This study contributes to the existing literature by providing a nuanced understanding of digital competence from a customer's viewpoint and linking it to customer-based brand equity. It offers a unique perspective by integrating both functional and aesthetic dimensions of digital competence and examining their combined effect on brand perception and value. This approach encourages a more holistic view of digital competence in strategic brand management.