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The influence of digital customer experience and electronic word of mouth on brand image and supply chain sustainable performance

In this study, data is collected from employees of Indonesian ICT companies. Clusters were formulated, and respondents were selected randomly. | The influence of digital customer experience and electronic word of mouth on brand image and supply chain sustainable performance Uncertain Supply Chain Management 7 2019 691 702 Contents lists available at GrowingScience Uncertain Supply Chain Management homepage www.GrowingScience.com uscm The influence of digital customer experience and electronic word of mouth on brand image and supply chain sustainable performance Leonardus W Wasono Mihardjoa Sasmokob Firdaus Alamsjahb and Elidjenb a Doctor of Research in Management Program Business School Bina Nusantara University Jl. Hang Lekir I No.6. Jakarta Pusat Indonesia b Business School Bina Nusantara University Jl. Kebon Jeruk Raya No.27 West Jakarta Indonesia CHRONICLE ABSTRACT Article history Digitalization plays a crucial role on current competitive market and it is associated with the Received March 1 2019 utilization of digital technologies to change business model and to deliver new value-producing Received in revised format April opportunities to the current business environment in an aim to move towards a digital business. 1 2019 Therefore to address new business model the purpose of this study is to explore the effect of Accepted April 4 2019 Available online digital customer experience and electronic word of mouth on sustainable performance of April 5 2019 supply chain through brand image and supply chain image. In this study data is collected from Keywords employees of Indonesian ICT companies. Clusters were formulated and respondents were Digitalization selected randomly. Three hundred and fifteen 315 responses were analysed with the help of e-commerce structural equation modelling. The results indicate that digital customer experience and Brand image electronic word of mouth played positive role on promoting brand image. Brand image had Supply chain positive role to promote supply chain image which influences positively on sustainable supply Sustainable performance chain performance. Therefore this .