Digital voice of customer adoption, customer satisfaction and firm performance: the moderating role of customer trust in Jordan's service sector

PurposeThis study examined how digital voice of the customer (DVoC) adoption influences customer satisfaction (CS) and firm performance in Jordan's banking and telecommunications sectors, while also assessing whether trust in technology moderates the DVoC-satisfaction relationship.Design/methodology/approachThis cross-sectional study targeted 387 customer service managers and representatives in Jordanian banks and telecommunications firms through judgmental sampling. Structured questionnaires captured how respondents use DVoC tools to address customer issues, integrate feedback, and observe changes in satisfaction or loyalty. Participants included call center managers, feedback analytics teams, and customer support supervisors, whose direct roles in handling DVoC data offered valuable insights. The study employed partial least square structural equation modeling (PLS-SEM) for rigorous analysis.FindingsResults revealed that DVoC adoption significantly increased CS, with real-time feedback, customer journey mapping (CJ), actionable insights and automated response mechanisms (AR) being particularly influential. In contrast, sentiment analysis (SA) and omni-channel integration did not show a notable effect in this context. Customer trust (CT) in technology emerged as an important moderator, strengthening the positive impact of DVoC adoption on satisfaction. Additionally, heightened CS was associated with improved firm performance outcomes.Research limitations/implicationsThe reliance on judgmental sampling and a cross-sectional design limits generalizability and causal inferences. However, the findings offer sector-specific insights that can inform the strategic adoption of DVoC initiatives in similar environments.Originality/valueBy highlighting which DVoC components most effectively drive satisfaction, performance and demonstrating the moderating role of CT in technology, this study contributes novel insights to the DVoC literature. It also integrates service-dominant logic (SDL) and stakeholder theory perspectives, underscoring how value co-creation with customers viewed as critical stakeholders can enhance firm performance in competitive markets.