Master's thesis of Business: Investigating the critical success factors of digital transformation for improving the customer experience in Australian organisations

This research aims to investigate the critical success factors of digital transformation for improving customer experience in organisations. Specifically, the research aims to (a) identify the critical success factors of digital transformation for improving customer experience, (b) develop a framework for facilitating the successful implementation of digital transformation towards improving customer experience in organisations and (c) provide organisations with some appropriate recommendations for improving the performance of digital transformation towards improving customer experience.