Customer Experience Research Articles

How and when effective customer journeys drive brand loyalty: the role of consumer-brand identification

PurposeEffective customer journey design (ECJD) is considered a key variable in customer experience management and an essential source of brand meaning and pro-brand behavior. Although previous research has confirmed its importance for driving brand attitudes and loyalty, the role of consumer-brand identification as a social identity-based influence in this relationship has not yet been discussed. Drawing on construal level and social identity theories, this paper aims to investigate whether effective journeys and the resulting overall journey experience are equally powerful in driving brand loyalty among customers with different levels of consumer-brand identification.Design/methodology/approachThe present article develops and tests a research model using data from the European and US service sectors (N = 1,454) to investigate how and when ECJD affects service brand loyalty.FindingsAcross two cultural contexts, four service industries and 33 service brands, the results reveal that ECJD is a crucial driver of service brand loyalty for customers with low consumer-brand identification. Moreover, the findings show that different aspects of journey effectiveness positively impact the valence of customers’ experience related to those journeys – a process that is ultimately decisive for their brand loyalty.Originality/valueThis study is unique because it generates theoretical and practical knowledge by combining the literature streams of customer journey design, customer experience and branding. Furthermore, this work demonstrates that consumer-brand identification is a critical boundary condition to be considered in the relationship between ECJD and brand loyalty in services.

Experience-dominant logic: laying the groundwork for an experience-dominant view of firm practices in the marketplace

Purpose This paper aims to introduce the experience-dominant (Ex-D) logic model, which synthesizes the creation, perceptions and outcomes of Ex-D logic. It is designed to offer valuable insights for strategic managerial applications and future research directions. Design/methodology/approach Employing a qualitative approach by using eight selected product launch events from reviewed 100 event videos and 55 in-depth interviews with industrial managers to develop an Ex-D logic model, and data were coded and analysed via NVivo. Findings Results show that the firm’s Ex-D logic is operationalized as the mentalizing of the three types of customer needs (service competence, hedonic excitations and meaning making), the materializing of three types of customer experiences and customer journeys (service experience, hedonic experience and brand experience) and the moderating of three types of customer values (service values, hedonic values and brand values). Research limitations/implications This study has implications for adding new insights into existing theory on dominant logic and customer experience management and also offers actionable recommendations for managerial applications. Originality/value This study sheds light on the importance of Ex-D logic from a strategic point of view and provides an organic view of the firm. It distinguishes firm perspective from customer perspective, firm experience from customer experience and firm journey from consumer journey.

Online customer experience in Indian digital banks impacting continuous intention usage: Generation Y and Z perspective

Purpose This study aims to conceptualise a customer-centric model based on an online customer experience (OCE) construct, mediated by e-loyalty (EL) and e-trust (ET), to improve the continuous usage intention (CUI) of Indian digital banks from Generation Y and Z perspectives. Design/methodology/approach This study used an online survey method to gather data from a sample of 466 digital banking users, from which usable questionnaires were obtained. The obtained data were subjected to thorough analysis using PLS-SEM to further study the research hypotheses. Findings The main factors that determine digital banks’ OCE are perceived enjoyment, e-service quality, information quality and e-convenience. Additionally, relevant constructs were evaluated using an importance-performance map analysis. Research limitations/implications This study used convenience sampling for the urban population using digital banking; therefore, the outcome may be generalised to a limited extent. It would be valuable to imitate studies in other countries to strengthen digital banking further. Originality/value There is a lack of research on digital banking and OCE in India; thus, this study helps rectify this issue while providing valuable insights. This study differs from others in that it examines the connections between OCE, EL, ET and the bottom line of financial institutions, using these factors as dependent variables instead of traditional measures.

The Role of Brand Equity, Brand Authenticity, Brand Trust to Increase Customer Satisfaction

brand experience, brand authenticity, brand equity, brand trust, and customer satisfaction in Generation Y and Z shoe footwear. This study uses a quantitative approach method using a purposive sampling technique, resulting in 177 samples supported by structural Equation Modeling (SEM) and analyzed through AMOS Graphics 24 software. The results of the analysis show that brand authenticity has a significant negative effect on customer satisfaction. Brand experience on brand authenticity has a significant positive impact. Brand experience and relationships have a significant positive effect on customer satisfaction. The relationship between brand experience has a significant positive effect on brand equity. The impact of brand authenticity on brand trust has a significant positive effect. The relationship between brand authenticity and customer satisfaction directly impacts customer satisfaction because it has a significant negative effect, meaning that brand authenticity can have a positive and negative impact based on customer satisfaction.

Digital Marketing Strategies to Improve Customer Experience and Engagement

The study explores the different digital marketing strategies that companies can use in diverse industries to improve customer experience and engagement. The study involves a combination of literature review, survey, interviews, and case study which uncovers the critical findings on efficient ways of implementing customer satisfaction, loyalty, and trust. The research results showed that personalization is the most fundamental issue it was highlighted by nearly 80% of respondents as an important aspect of digital marketing campaigns. The expert panel notes that social media and interactive content play a critical role in engaging customers and creating brand ambassadorship. Such pieces of work represent the omnichannel marketing campaigns that have been successfully implemented and showcase the need for smooth integration across marketing channels. The study acknowledges the existence of barriers like organizational silos and data integration but also points out the possibilities of using upcoming technologies to create interactive customer experiences.

A STUDY ON THE IMPACT OF SENSORY MARKETING TOWARDS CUSTOMER IN RESTURANTS

This study examines the influence of sensory marketing on customer perceptions in restaurants. Sensory marketing utilizes various sensory strategies to enhance consumer experiences. Through a mixed-methods approach including surveys, experiments, interviews, and observations, this research explores how sensory cues affect customer satisfaction and loyalty. Key findings highlight the importance of sensory congruence and the role of contextual factors in shaping sensory experiences. By understanding these dynamics, restaurants can tailor their marketing strategies to resonate with diverse consumer preferences, fostering lasting customer loyalty and competitive advantage in the industry. KEYWORDS: Restaurant, Consumer, Sensory Marketing, Customer Experience, Ambiance, Aroma, Music, Sensory Cues, Customer Satisfaction, Loyalty, Competitive Advantage, Hospitality Industry.

Weaving Futures: Enhancing Learning and Innovation Capabilities of Rural Women in the MSME Textile Sector

Purpose: Industrialization has led to centralized development, urbanization, migration and concentration of people in selected areas, that is, cities. The current model of development is not a sustainable one. While progress has been made through this model, it has also increased social inequalities, damaged health and caused irreversible depletion of the natural environment. The need of the hour is to create a new model of development to achieve sustainable development across rural and semi-urban regions. Objective: The objective of the new development model is to find out the relation between learning and innovation capability on the customer-based performance of a textile-based micro, small and medium enterprise (MSME). The research questions that will be answered are how rural women working in textile MSMEs can improve their learning and innovation capabilities? What is the impact of learning and innovation capabilities on the customer-based performance of the MSMEs? Methodology: The research method used for this study was based on primary data collected from the stakeholders of rural textile-based MSMEs and secondary data. Findings and Suggestions: The paper suggests that localized micro-factories enable people to stay close to their roots. The need of the hour is to train people with the required skill sets. The learning and innovation capability of the MSMEs reflects on their customer-based performance. The implementation of advanced technology will make localized micro-factories profitable. These technologies will provide services to citizens efficiently and equitably. The proposed smart cities will have to create more equitable and symbiotic relationships with the surrounding semi-urban and rural areas. The emphasis should be on learning new techniques of production using locally available resources. Once the new techniques have been learned, the company should be able to implement them innovatively to improve its customer experience.

The use of implicit measures in service research: Why, how, when and what is the way forward?

Purpose To date, to the best of the authors’ knowledge, the use of implicit measures in the service research domain is limited. This paper aims to introduce implicit measures and explain why, or for what purpose, they are worthwhile to consider; how these measures can be used; and when and where implicit measures merit the service researcher’s consideration. Design/methodology/approach To gain an understanding of how implicit measures could benefit service research, three promising implicit measures are discussed, namely, the implicit association test, the affect misattribution procedure and the propositional evaluation paradigm. More specifically, this paper delves into how implicit measures can support service research, focusing on three focal service topics, namely, technology, affective processes including customer experience and service employees. Findings This paper demonstrates how implicit measures can investigate paramount service-related subjects. Additionally, it provides essential methodological “need-to-knows” for assessing others’ work with implicit measures and/or for starting your own use of them. Originality/value This paper introduces when and why to consider integrating implicit measures in service research, along with a roadmap on how to get started.

Efficient customer behaviour prediction in Indian metropolitan cities for E‐commerce applications

AbstractThe primary objective of this manuscript is to find the service quality factors, which influence customer satisfaction, promotional efforts taken by the retailer, and the perception of customers towards the organized retail sector. This investigation uses both offline and online retail sales datasets. Particularly, in the case of the offline retail sale dataset, an energy‐efficient analysis is conducted to collect scalable, accurate, and real‐time data. The collected data is used in enhancing several aspects of e‐commerce operations, including customer experience optimization and inventory management, which results in better decision‐making with increased efficiency. After data collection, the outliers are eliminated by implementing the z‐score technique. The removal of outliers increases the variability of collected data which reduces statistical power. The statistically sufficient data are given to the Randomized Grasshopper Optimization Algorithm (RGOA) for optimal instance selection. Finally, the selected optimal instances are given to the deep neural network (DNN) model for future customer behaviour prediction. The efficacy of the RGOA‐DNN model is analysed by using evaluation measures like mean squared error (MSE), root mean squared error (RMSE), mean absolute error (MAE), mean percentage error (MPE) and mean absolute percentage error (MAPE). The numerical analysis states that the RGOA‐DNN model obtained a minimal error rate with MSE of 0.09 and 0.10, RMSE of 0.13 and 0.14, MAE of 0.12 and 0.16, MPE of 0.10 and 0.11 and MAPE of 0.08 and 0.10 on the offline and online retail sales datasets. The RGOA‐DNN model has a minimal error rate in future customer behaviour prediction related to the conventional regression models. Furthermore, the elimination of inactive instances or selection of optimal instances reduces the model complexity to linear and computational time to 22.10 and 23.12 s on the offline and online retail sales datasets.

Ai-Powered Customer Experience: Personalization, Engagement, and Intelligent Decision-Making in Crm

There has been a recent increase in interest regarding the remarkable potential of artificial intelligence (AI) to profoundly transform online advertising. The purpose of this research is to critically assess how AI can enhance customer experience (CX) in various business applications. We aim to identify important concepts, evaluate the impact of AI-powered CX initiatives, and offer suggestions for future research. By conducting a thorough analysis of academic publications, industry reports, and case studies, this study extracts theoretical frameworks, empirical findings, and practical insights. The results highlight the significant changes that occur with the integration of AI into Customer Relationship Management (CRM). AI enables personalized interactions, strengthens customer engagement through interactive agents, provides data-driven insights, and empowers informed decision-making throughout the customer journey. Four key themes emerge from research findings: personalized service, improved engagement, data-driven strategy, and intelligent decision-making. However, challenges such as data privacy concerns, ethical considerations, and potential negative experiences with poorly implemented AI persist. This article makes a valuable contribution to the AI in CRM discourse by summarizing the current state, exploring key themes, and suggesting future research opportunities. It is strongly advocated for responsible AI implementation, emphasizing ethical considerations and providing guidance to organizations as they navigate the opportunities and challenges presented by AI.

Allocating marketing funds: a multi-goal approach

Purpose There has been a lot of research on how to set marketing budgets, but the overlooked aspect was how allocating funds influences business performance in a multi-goal context. This study aims to examine the relationship between business performance, the process of allocating funds to multiple goals and the interaction among the goals. Design/methodology/approach Ratio data were generated through “a constant sum scale” from a sample of 362 managers from the B2C sector, besides data on after-tax revenue for two years. The data file was created. Then, a factor analysis was performed on the data. Furthermore, an econometric model with interaction terms was fitted to the data. Findings The results show that allocating funds to multiple marketing goals – demand generation, customer experience, brand image, marketing competency and purchase intention – influences business performance. Furthermore, a goal’s impact on business performance is higher when coupled with other goals than in isolation. Practical implications The findings of the study should assist managers in increasing revenue while spending less on marketing and shifting funds from less efficient goals and pairs of goals to highly efficient ones. Originality/value By extending the relevant theory on the relationship between the process of marketing fund allocation, multiple goals and business performance, this study contributes to the literature on marketing.

Digital marketing automation

Increased competition in an uncertain digital environment requires new approaches to improving marketing and business efficiency. Automation of business processes and marketing ensures management decisions aimed at improving customer experience by collecting, processing, and analyzing a huge amount of objective customer data from various sources and software services. For the company, it saves time and resources by automating routine processes, and, given the improved customer experience and corresponding loyalty of the target audience, it helps to increase the efficiency of marketing investments and improve the effectiveness of digital marketing (DM) and business. The article is aimed at substantiating the structure of a single user profile based on the integration of ESP and other DM software services with a CRM system.  The hypothesis is formulated: creating a single user profile based on the integration of ESP and other DM software services with a CRM system by speeding up communication and improving customer experi­ence will increase the efficiency of DM and business in general. The research was conducted using general scientific and special methods: analysis and synthesis, system-structural analy­sis, comparison, systematic, logical generali­zation of results. Considerable attention is paid to email marketing, which remains one of the most popular DM automation tools, as it allows you to smoothly guide the consumer through the sales funnel with a high return on marketing investment. The effectiveness of integrating a CRM system and an ESP is proved, due to the specialization and functional features of the latter in interacting with consumers via email. The technologies, stages and tools of DM automation are systematized. It is proposed to collect all information about a particular consumer in a single user profile. This requires finding a technical solution for each business process and connecting software services into a single digital ecosystem. Collecting information about the company’s customers and their journey at all points of interaction in one place by integrating the services used into a single user profile allows you to make more effective decisions in marketing and business and achieve business goals

The use of digital occupational health services among employer customers: A cross-sectional study

Occupational health (OH) service providers, together with their client organizations co-operate in promoting health and work ability. Alongside with the so-called traditional services, more and more digital services are offered by OH service providers. However, little is known how the employer customers experience and use digital OH services. This study evaluates the types of digital OH services employer customers use and how they assess the usefulness and ease of use of these digital services. Furthermore, the aim is to find out factors associated the usefulness and ease of use. To determine these features of usefulness and ease of use of digital services the Technology Acceptance Model was utilized. A cross-sectional, electronic survey was carried out to the members of human resources (HR) and entrepreneur associations between December 2022 and January 2023. The survey was in Finnish. The research material consisted of the employer customers’ answers to the multiple-choice questions of the use, usefulness and ease of use of digital OH services. The data was analyzed by quantitative statistical analysis. A total of 455 respondents took part in the study, comprising 198 representatives of HR professionals and 257 entrepreneurs. Most of the respondents were women (65%) and over 50 years old (61%). HR professionals rated their information and communications technology skills significantly more often good or really good compared to the entrepreneurs, being 92 % and 62 %, respectively. The most frequently utilized digital OH services were the ability to update personnel’s information in the OH patient registry (48.0%) and remote action plan negotiations (37.1%). Less than one-third of the respondents (29.9%) took part in remote work ability negotiations, while approximately one-fifth (20.8%) participated in remote workplace surveys. In general, the HR professionals used digital OH services more frequently and estimate the usefulness and the use of digital OH services more positively compared to the entrepreneurs (p<0.05). The study produced new information of the use and experiences of using digital OH services among the employer customers. The findings can be used to optimize the delivery and effectiveness of digital OH services for all employer customers, especially for the entrepreneurs who seemed be less used to utilize digital services.

Perception of Smart Wearables Device users towards the Sustainability Concerns

Smart wearable devices have transformed the way individuals interact with technology in their daily lives, offering personalized solutions that enhance convenience, connectivity, and productivity. However, along with their benefits, concerns regarding user acceptability, accessibility, and data privacy persist. This study aims to investigate how smart wearables can improve customer experience and quality of life, addressing both opportunities and challenges they present. The theoretical framework revolves around three main pillars: personalized recommendations based on user data, seamless integration with other devices, and inclusivity and accessibility. The research examines various aspects, including user perceptions of sustainability concerns, usage patterns among young users, and possibilities for customized healthcare. Through a comprehensive literature review, gaps in research are identified, particularly regarding sustainability concerns, user awareness, and ethical considerations. The research methodology involves a quantitative survey to gauge user perceptions of sustainability issues, statistical analysis to identify trends, and theoretical exploration of sustainability factors in wearable technology. Additionally, experimental studies evaluate the feasibility and effectiveness of sustainable material substitutes. The study aims to contribute valuable insights for individuals, organizations, and policymakers to maximize the positive impact of smart wearables on users' lives while addressing sustainability and ethical concerns.

Association rule mining algorithm implementation for e-commerce in the retail sector

The growth of online trading platforms and the development of market technology have forced businesses to take part in the analysis of client behavior. Therefore, this research aims to analyze customer behavior in the Kyrgyz Republic to enhance supplier's revenue, service quality, and customer satisfaction. This data was analyzed using the apriori algorithm. Results generated 118 rules which revealed strong connections between items and showed up to 61.06% relationship between the consumption of products, suggesting a connection among the considered items. Thus, the association rule highlights the significance of association rule mining in uncovering valuable insights within sales transaction data. These insights can inform targeted marketing efforts, inventory management, and the enhancement of customer experiences and optimize business strategies to meet customer preferences, ultimately fostering growth and competitiveness in the retail sector.

The future of metaverse adoption: A behavioral reasoning perspective with a text‐mining approach

AbstractMetaverse is portrayed as the next significant technology innovation with an estimated market opportunity of US $800 billion. Metaverse offers numerous opportunities and an unmatchable user experience, yet its acceptance among the masses is still a long way off. Moreover, within 2 years of its existence and grandiose hype about a huge market potential, the current business sentiments are not so hopeful. Despite the positive and encouraging feedback, the reasons behind the limited success of the metaverse need scientific exploration. This study uses netnography to collect online data from 751 articles (news articles, expert opinions, perspectives, and blogs). Further, we use the text‐mining method of structural topic modeling to generate insights from the text data and perform a sentiment analysis. The identified topics are mapped and explained using the behavioral reasoning theory to highlight “reasons for” and “reasons against” metaverse adoption. The study's findings identify flexibility, brand experience, human centricity, and virtual retail experience as enablers of acceptance of the metaverse, while regulatory issues, usage barriers, financial investment, and skepticism act as barriers to adopting the metaverse. Further, social adventure and social influence were identified as enablers categorized under subjective norms. This study contributes to the scarce literature on metaverse adoption and offers actionable insights to marketers to craft marketing strategies to benefit from the metaverse.

LEADING DIGITAL TRANSFORMATION IN NON-DIGITAL SECTORS: A STRATEGIC REVIEW

Leading digital transformation in non-digital sectors requires a strategic approach to leverage technology's full potential while navigating challenges unique to these industries. This review explores key strategies and best practices for successful digital transformation, focusing on industries traditionally considered non-digital. The abstract outlines the importance of digital transformation, key strategies, challenges, and the future outlook for non-digital sectors undergoing this transformation. Digital transformation has become imperative for non-digital sectors to remain competitive and meet evolving customer demands. By adopting digital technologies and reimagining business processes, organizations can enhance operational efficiency, improve customer experience, and drive innovation. However, digital transformation poses several challenges, including legacy systems, cultural resistance to change, and cybersecurity risks. To lead successful digital transformation, organizations must develop a clear strategy aligned with business goals. This includes identifying key areas for digitalization, such as customer interactions, supply chain management, and internal operations. Additionally, organizations should invest in talent development to ensure they have the skills and expertise required for digital transformation. Overcoming cultural resistance to change is critical for successful digital transformation. Organizations should foster a culture of innovation and collaboration, encouraging employees to embrace new technologies and ways of working. Strong leadership is also essential, with leaders championing digital initiatives and providing the necessary resources and support. In conclusion, digital transformation offers immense opportunities for non-digital sectors to innovate and thrive in the digital age. By adopting a strategic approach and addressing key challenges, organizations can successfully navigate digital transformation and drive growth in their industries.
 Keywords:  Strategic, Non-Digital Sectors, Transformation, Digital, Leading.

Strategic conceptualization and operationalization of digital orientation to support organizational TQM performance

A digital orientation in TQM performance brings about numerous advantages, including data-driven decision-making, enhanced efficiency, flexibility, improved customer experience, continuous improvement, effective communication, competitive advantage, and stimulated innovation. This research focuses on bridging the knowledge gap by exploring the connection between organizational TQM performance and the antecedents of digital orientation, considering the lack of empirical research in this domain. Using data gathered from surveys of 310 small to medium-sized IT companies in India, the study evaluates a novel conceptual framework through structural equation modeling (SEM) analysis employing the partial least squares (PLS) technique. The results underscore the importance for businesses to seize the opportunity presented by digital technologies and the ongoing trend of digitalization in their industries. This involves committing to adopting these technologies, taking into account their maturity and intensity, and enhancing digital capabilities to foster resourcefulness and creativity, thereby improving organizational TQM performance. By providing a deeper understanding of pertinent antecedents of digital orientation and how they should be strategically deployed within organizations, this research contributes to the body of knowledge on organizational TQM performance and digital-oriented solutions. The findings reveal a positive impact of digital maturity, digital intensity, and digital ecosystem transformation on organizational TQM performance. Additionally, it is demonstrated that the relationship between organizational TQM performance and digital capability is mediated by digital ecosystem transformation.

Current Trends in Online Grocery Shopping

The convenience and accessibility of online shopping have revolutionized the retail industry, with online grocery shopping experiencing significant growth in recent years. This research paper explores the current trends in online grocery shopping, focusing on key factors driving its popularity and the challenges it faces. By analyzing consumer behavior, technological advancements, and market dynamics, this study aims to provide valuable insights into the evolving landscape of e-commerce within the grocery sector. The research delves into the shifting preferences of consumers towards online grocery shopping, emphasizing the convenience, time-saving benefits, and extensive product range offered by digital platforms. Furthermore, it examines the impact of changing lifestyles, especially in urban areas, on the rising demand for online grocery services. The study also addresses the crucial role of data analytics and AI-driven technologies in enhancing the customer experience and optimizing supply chain management for online grocery retailers. Moreover, the paper investigates the challenges associated with online grocery shopping, including issues related to delivery logistics, product quality, and customer satisfaction. It discusses strategies adopted by online retailers to overcome these challenges and build trust among consumers. Additionally, the research highlights the competitive landscape of the online grocery market, analyzing the strategies employed by key players to stay ahead in this rapidly evolving industry.

The Impacts of Ethical Sales Behaviour on Customer Loyalty in the Life Insurance Industry in Pakistan

The life insurance industry in Pakistan is highly competitive, with customer loyalty playing a crucial role in long-term success. Ethical sales behaviour emerges as a key differentiator, potentially fostering trust and driving positive customer experiences. This research investigates the relationship among ethical sales behaviour, customer trust in company and trust in sales agent, which directly affect customer loyalty in the life insurance industry. The quantitative survey targets customers of five major life insurance companies, ensuring a representative sample across diverse demographics. The questionnaires were sent to all companies customer on a random basis. The questionnaires are distributed with the help of office employee of the companies.The finding of the study shows that there is a direct and positive relation between sales agent ethical sales behaviour and customer loyalty. Furthermore, the trust of the customer in the sales agent and trust of the customer in a company has direct positive mutual relation and customer trust both affect customer loyalty. By demonstrating the tangible benefits of ethical sales behaviour, the study can encourage companies to implement and prioritize ethical practices. The identified key drivers of customer loyalty can guide training programs and performance evaluations for insurance agents, ultimately fostering a culture of ethical conduct within the industry.