How Digital Service Marketing Mix Drives Enterprise Performance: The Chain Mediating Roles of Digital Customer Experience and Perceived Value

Abstract

In the era of the digital economy, enterprises increasingly interact with customers through online platforms, leading to the transformation of the traditional service marketing mix (7Ps) into digital contexts. However, the underlying mechanisms through which the digital service marketing mix influences enterprise performance remain underexplored. Drawing on experiential marketing theory and perceived value theory, this study develops a conceptual framework to explain how digital service marketing mix is proposed to influence enterprise performance through the sequential mediating roles of digital customer experience and perceived value. Specifically, we propose that digital marketing activities may shape customer experience, which in turn influences perceived value, ultimately affecting enterprise performance. This study contributes in three ways. First, it provides a systematic digital reinterpretation of the 7Ps framework. Second, it integrates digital customer experience and perceived value into a unified chain mediation mechanism. Third, it links marketing constructs to objective performance indicators, including sales growth, market share, and customer base size. A set of nine propositions is developed to guide future empirical research. This study offers theoretical insights and practical implications for digital service marketing in the evolving digital economy.