English abstract
Digital systems have been identified to have contributed to the distributed nature of
users, customers, and employee’s aspect that has led to a lack of connectedness
amongst users, customers and employees. Innovation and advances in Information and
Communication Technology (ICT) have led to customer use of systems that are not
used by employees which is the main cause of disconnectedness between customers
and employees and the major cause of lack of customer satisfaction. Total Experience
(TX) has been proposed as a possible alternative for addressing challenges associated
with the overall assessment of digital systems and their holistic impact on
organizations' operations. There is a lack of literature and gaps on the effects of total
experience in digital services. The study aimed to develop an integrated TX framework
for digital services at Muscat Airport in the Sultanate of Oman. An exploratory
research design was adopted using a quantitative research method. Ten independent
variables were filtered and used to build an integrated TX framework. These variables
were drawn from the literature on measurable factors from experience such as user
experience (UX), customer experience (CX) and employee experience (EX).
Purposeful sampling was used in the selection and recruitment of the respondents. The
survey had 305 respondents. The data was analyzed using SPSS Version 22. A Pearson
R Correlation analysis and Multiple linear regression analysis were conducted to
determine close correlation of the investigated independent variables. Application of
multiple linear regression was based on five main assumptions which are linearity
(evidence of linear relationship), homoscedasticity, independence of errors (evidence
of no auto-correlation), independence of each independent variable (Evidence of no or
little multi-collinearity), and normality (evidence of multivariate normality). Evidence
of multi-collinearity was conducted by determining Variance Inflation Factor (VIF)
for each evaluated independent variable namely Emotions, Trust, Communication,
Satisfaction, Expectation, Value, loyalty, Efficiency, Stimulation, and Novelty. A
Kaiser-Meyer-Olkin (KMO) test and the Bartlett test of sphericity determined
sampling adequacy. A communality analysis was also used to validate the use of
Exploratory Factor Analysis (EFA). Confirmatory Factor Analysis (CFA) was
conducted to confirm the summary model. The study established the ten investigated
independent variables namely emotions, trust, communication, satisfaction,expectation, value, loyalty, efficiency, stimulation, and novelty can model
operational efficiencies of digital services at Muscat Airport. The findings had very
high reliability and validity, which made it possible to generalize the study’s integrated
framework across industries and companies. The study recommends companies to use
the ten independent variables to improve operational efficiencies of digital services
and enhance overall experiences and organization’s operation efficiency.
