The Impact of Enterprise Digital Transformation on Customer Service Innovation Performance

In the context of the digital economy, the emerging digital technologies have made the digital transformation of enterprises an unavoidable trend to help improving customer service. This paper conducted a sample survey of 139 Chinese companies and used multiple regression equation analysis to try to explore the mechanism between enterprise digital transformation and customer service innovation performance. The research results showed that: (1) Enterprise digital transformation had a significant direct positive impact on customer service innovation performance; (2) Enterprise cross-border activities played a partial mediating role in the process of enterprise digital transformation affecting customer service innovation performance; (3) Both proactive market orientation and reactive market orientation positively moderated the positive relationship between enterprise digital transformation and enterprise cross-border activities. That is, the higher the enterprise's proactive market orientation and reactive market orientation, the stronger the impact of enterprise digital transformation on enterprise cross-border activities. The above research results have important theoretical and practical significance for understanding the complex relationship between enterprise digital transformation and customer service innovation, and for improving the enterprise's ability to serve customers.