Designing transformative digital cultural experiences to enhance customer well-being

Michela Addis, Andrea Rurale, Brett Ashley Crawford, Guergana Guintcheva, Juliette Passebois-Ducros () and Dirk Vom Lehn
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Michela Addis: ROMA TRE - Università degli Studi Roma Tre = Roma Tre University
Guergana Guintcheva: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier, EDHEC - EDHEC Business School - UCL - Université catholique de Lille
Juliette Passebois-Ducros: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux

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Abstract: This study investigates how Transformative Digital Cultural Experiences (TDCEs) enhance customer well-being through a customer-centric design approach. It fills three gaps: (1) extending transformative service research to cultural experiences; (2) reframing digital transformation beyond preservation and access, towards intentional customer experience design; and (3) overcoming one- size-fits-all initiatives by stressing personalisation, differentiation, and co-creation. Based on 19 expert interviews and 34 digital cases, we identify four audience segments that are Investigators, Enthusiasts, Nerds, and Novices, and propose matching TDCE formats: In-Depth, WOW, Hook, and Understandable. We also classify TDCEs along cultural content complexity (foundational vs. sophisticated) and digital engagement (accessible vs. innovative). Grounded in the PERMA framework, this novel typology guides cultural organisations in designing inclusive digital experiences that foster individual and collective well-being.

Date: 2026-02-04
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Published in Journal of Marketing Management, 2026, pp.1-36. ⟨10.1080/0267257X.2026.2618735⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05577315

DOI: 10.1080/0267257X.2026.2618735

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