Customer Experience Framework Research Articles

Experience is all you need: a large language model application of fine-tuned GPT-3.5 and RoBERTa for aspect-based sentiment analysis of college football stadium reviews

ABSTRACT Despite extensive research in service industries, fine-grained explorations of customer experience within spectator sports remain limited. This study pioneers a transfer learning approach grounded in a post-positivism paradigm, underpinned by an integrative customer experience framework for aspect-based sentiment analysis of user-generated content, shedding light on the complexity of the college football game day experience. Three fine-tuned large language models were employed to qualitatively identify and quantitatively analyze customer experience from Tripadvisor reviews on college football stadiums. Our findings indicated that fans’ positive reactions to stimuli related to core (game dynamics), functional (facilities/services), emotional (intense feelings), and socialization (fan interactions/bonding) significantly increased the likelihood of them giving a five-star rating. Mitigating negative experiences across functional, emotional, socialization, safety, and monetary experience was crucial for achieving a top rating, with reducing negative functional issues and safety concerns having the greatest positive impact. Our study contributes to the sport management literature by establishing a unified view of customer experience, enabling a holistic conceptualization and operationalization of customer experience in spectator sports. Empirically, our research proposes targeted strategies to manage customer experience in college football and offers sport management professionals ready-to-use large language models along with detailed deployment guidelines tailored for distinct use cases.

A step change in marketing communication education - the next urgent steps for research

ABSTRACT Our world, and our workplace, has undergone a disruptive step change. It has transformed the way universities operate, what industry demands, how we teach and the way our students learn. That is why this special issue, and particularly this paper, takes three important steps to bring insight and innovation to marketing communication education. In our first step, we examine the impact of COVID on student learning. This leads us to where we are now and a visualization the experiential world of students, using a customer experience framework. The next step is to use this framework to reinvent the Biggs 3P Model into an integrated learning experience, showing student innovation, acceptance and adaption to change. This takes us to Step 3 and our agenda for research.

A framework to improve retail customer experience: a qualitative study exploring the customer journey

PurposeThis study aims to construct an integrated retail customer experience framework with a single view across platforms and to suggest a new conceptualisation of the customer experience term.Design/methodology/approachA qualitative approach was adopted. Thirty participants were asked to simulate their customer journey in an established UK department store retailer. Their experience was captured through focus groups and analysed by thematic analysis.FindingsThe findings indicate that the existence of personalisation and emotional attachment will enhance the customer experience. A new integrated retail customer experience framework is offered incorporating the traditional “7Ps” of marketing and a proposed eighth “P”, which is conceptualised as personal connection.Originality/valueTo the best of the authors’ knowledge, this is the first empirical study to use the notion of personal connection as a dialectic relationship between emotional attachment and personalisation as the central discussion in developing customer experience within a retail setting. This study captures this experience through a unique method of replication of the retail customer journey across multiple channels.

Employee and customer loyalty: two targets, one endeavor?

PurposeRecently, leading scholars suggested that firms should align strategic and tactical human resource management efforts to cope with growing turnover rates, and that the human resource management field should broaden its scope by embracing the views of all stakeholders. In this research paper, the authors aim to present a study inquiring about the influence of the implementation of an employee experience strategy on employee loyalty and the effect of employee loyalty on customer loyalty in a firm operating in the service sector.Design/methodology/approachThe authors used longitudinal data collected yearly from 2020 to 2022. Overall, 766 employees participated in the longitudinal study. The authors also analyzed cross-sectional data from 166 employees and their customers.FindingsThe study’s results suggest that implementing an employee experience strategy increases employee loyalty. The study’s findings also indicate that organizations implementing such a human resource management strategy reach employee and customer loyalty.Originality/valueThere is a lack of evidence about the positive effect of the alignment of an employee experience strategy and tactics on different organizational stakeholders. This study provides insights for scholars and practitioners willing to use the employee and customer experience framework to positively impact organizations.

Customer experience in the hotel industry: a systematic literature review and research agenda

PurposeAcademic research on customer experience (CX) in the hospitality industry has recently experienced vast growth as managers have increasingly focused on delivering distinctive experiences to their guests. Despite the relevance of this topic, studies conducted in this area within the hotel context are scarce and dispersed. This paper aims to classify the main academic studies and to present a definition of hotel CX, a conceptual model, emerging trends and future research gaps.Design/methodology/approachA systematic literature review (SLR) was selected as the research methodology. Adapted from preferred reporting items of SLR and meta-analysis statements, this study entailed an in-depth review of 46 articles published in English between 2006 and 2021. The articles were compiled using keyword searches in Scopus and Web of Science.FindingsThis study facilitates an understanding of the hotel CX. The conceptual framework derived from the SLR includes the entire set of antecedents, consequences, mediators and moderators of this concept. The results also illustrate the topic’s academic evolution and expose major guidelines that can help determine areas for future research.Originality/valueThis study adds value to the hospitality research literature via SLR. The framework of CX in the hotel industry synthesizes the existing knowledge on this topic and identifies research gaps. The proposed framework allows for the improvement of future hotel CX studies.

The festival customer experience: a conceptual framework

PurposeThe purpose of this paper is to contribute to the conceptualisation of the festival customer experience by proposing a new framework based on three interrelated concepts: event design, social environment and digital environment.Design/methodology/approachThe authors use a theory adaptation research design to adapt an existing customer experience framework to the specific context of festival customer experience based on the literature on customer experience and experiential marketing within events, festivals, tourism and leisure.FindingsBased on this new conceptual framework, the authors identify interrelationships between event design, social environment and digital environment which can be managed by festival organisers to improve the customer experience.Research limitations/implicationsThis study’s analysis identifies five areas which are crucial for managing the contemporary festival customer experience. It offers researchers a conceptual framework for further development.Originality/valueThe paper proposes a new conceptual framework for festival customer experience which can be used to improve brand experiences at festivals. This is an emerging area which warrants further attention since festivals provide a valuable opportunity for brands to engage and build relationships with prospective and existing customers. This study is the first to combine insights from the interrelationships between event design, digital environment and social environment to better understand how to improve the management of brand experiences at festivals.

Enhancing Customer Experience through Business Process Improvement : An Introduction to the Enhanced Customer Experience Framework(Theory and Methodology, The 40th International Conference on Computers and Industrial Engineering (CIE 40))

Enhancing Customer Experience through Business Process Improvement : An Introduction to the Enhanced Customer Experience Framework(Theory and Methodology, The 40th International Conference on Computers and Industrial Engineering (CIE 40))

MALAYSIAN CAFÉ CULTURE: THE RELATIONSHIP BETWEEN CUSTOMER EXPERIENCE AND CUSTOMER SATISFACTION TOWARDS CONTEMPORARY Cafés

This study explored the modernity of Malaysian local coffee culture context. Coffee culture was practiced globally played an important role in the city landscape, specifically in Klang Valley, Malaysia. The researcher showed that the concept of experiential marketing was used in many hospitality organizations such as contemporary cafes, in order to create customer experience. Therefore, this paper addressed the importance of customer experience by highlighting both functional and emotional elements in customer values. This study also emphasized on the concept of “third place” which appealed to be occurred in the contemporary cafes. To conduct this study, a quantitative approach by using web survey technique was applied to 80 respondents. This research determined the effects of customer experience in terms of place attachment and customer value. The conceptual framework of customer experience was taken to examine the association with customer satisfaction. Customer satisfaction is derived in the positive feelings resulting from the patrons such as customer delight and loyalty.

Experiential dimensions and their influence on behavioral intentions within the context of nature-based tourism

Purpose – This paper aims at investigating the customers’ experience in nature-based attractions and its influence on post consumption behavior. Design – The study uses two theoretical frameworks (experience economy and behavioural intentions) to investigate the determining dimensions of the wildlife experience to customer satisfaction, and the relationships between the wildlife experience and the behavioural intentions. Approach – The research develops an explanatory framework of consumer experience that measures the four dimensions and their relative influence on satisfaction, perceived service quality and behavioral intentions. Methodology – The proposed research framework was empirically tested by implying a quantitative research and the technique of convenience sampling to customers of Game Reserves in Republic of South Africa. Findings – The results indicate that the experience framework constitutes a valid tool for the study of wildlife experiences. In the context of nature-based tourism the experiential dimensions which influence the perceived service quality and customers’ satisfaction are escapism and esthetics. There is also a strong correlation between wildlife experience and post consumption behavioural intentions, especially for word-of-mouth and repurchase intention. Originality – The research extends existing theory by incorporating new elements and empirically investigating them within a new context. It is the first empirical study that investigates the experiential dimensions within the context of nature-based tourism and customers’ behavioural intentions. It develops an explanatory framework of customer experience that measures the four dimensions, their relationship with experience outcomes (satisfaction and perceived service quality) and their relative influence on behavioural intentions.

Validação de um Modelo Conceitual de Experiência de Compra Online para Consumidores Brasileiros

O presente estudo objetiva validar o Modelo Conceitual de Experincia de Compra Online (Rose et al., 2012), que mensura a experincia de compra em ambientes digitais, dentro da realidade do comrcio eletrnico nacional. Para tanto foi abordado referencial terico sobre Online Customer Experience (OCE), com breve contextualizao do modelo estrutural e dos critrios de validao para o mesmo. A metodologia de pesquisa baseou-se em uma amostra estimada por mnimos quadrados parciais (PLS) de 220 consumidores online. Para a coleta de dados, utilizou-se um questionrio com 61 itens referentes s variveis latentes que compem o modelo. Os resultados obtidos foram submetidos Anlise Fatorial Confirmatria (AFC) para validao da estrutura, alcanando resultados satisfatrios nos critrios de confiabilidade, (cargas fatoriais superiores a 0,7 para alfa de Cronbach e Confiabilidade Composta), validade convergente (cargas entre 0,53 e 1,00) e validade discriminante (com VME superior as correlaes em todas as variveis latentes). Deste modo, os resultados indicam que a estrutura foi validada para consumidores brasileiros, agregando relevncia proposta de mensurao da OCE na realidade do Brasil atravs do modelo utilizado.

Summarizing Factors of Customer Experience and Building a Structural Model Using Total Interpretive Structural Modelling Technology

This article adopts the customer experience framework to find out how customer experience shapes customer satisfaction in the retail banking services. An empirical model using Total Interpretive Structural Modelling (TISM) technology is developed to summarize the factors of customer experience and to find the relationships and interrelationships of these factors which further leads to customer satisfaction. The results suggest that customer experience is driven by 14 factors: convenience, customer interaction, servicescape, employee’s attitude, online functional elements, presence of other customers, online hedonic elements, customization, core service, value addition, speed, marketing mix, service process and online aesthetics. In addition, the findings suggest that these factors directly or indirectly lead to customer satisfaction which further helps in building customer trust and customer loyalty. The article ends with a discussion of the managerial implications and future research directions.

Experience Differentiation Strategy (1): Concepts of Consumer Experiences

In a mature market like recent Japanese economy, “experiential marketing” has received attention as “differentiation strategy.” In this paper, we investigate concepts of experiential marketing. The results show that 1) experiences are involved in obtaining, consuming, and disposing process of products, 2) experiences occurs in a situation consumer face, 3) experiences are behaviors and physiological/psychological effects. These understandings of experiences help us effectively use experiences as differentiation strategy. We have conducted case studies that focus on the representation of luxury in cosmetics design for both domestic and foreign products and compared them based on the theory of customer experience proposed by Bernd H. Schmitt. In this study, we attempted to examine the representation of luxury in relation to cosmetics design, through the analysis of four brands using the customer experience framework as a basis for analysis. The three elements that are considered necessary for the representation of luxury in cosmetics design are as follows: (1) Brand image or company image that is easily identifiable. (2) Each element of design contains a story. (3) The design is innovative and has exclusivity. In terms of functionality and effect/efficacy, the options are without number. However, luxury cosmetics stand as absolute with irresistible appeal. Cosmetics are used on a daily basis to make women beautiful. Women also carry around makeup products in their purse, which may catch people’s eyes. In light of this, the representation of luxury in a cosmetic design can be an extremely important element.

Customer Experience and Luxury Strategy in Cosmetics Design

We have conducted case studies that focus on the representation of luxury in cosmetics design for both domestic and foreign products and compared them based on the theory of customer experience proposed by Bernd H. Schmitt. In this study, we attempted to examine the representation of luxury in relation to cosmetics design, through the analysis of four brands using the customer experience framework as a basis for analysis. The three elements that are considered necessary for the representation of luxury in cosmetics design are as follows: (1) Brand image or company image that is easily identifiable. (2) Each element of design contains a story. (3) The design is innovative and has exclusivity. In terms of functionality and effect/efficacy, the options are without number. However, luxury cosmetics stand as absolute with irresistible appeal. Cosmetics are used on a daily basis to make women beautiful. Women also carry around makeup products in their purse, which may catch people’s eyes. In light of this, the representation of luxury in a cosmetic design can be an extremely important element.

Customer Experience of CHISO: The Centuries-old Business of Japanese Luxury Kimono Garments

CHISO is a 460-year-old business based in Kyoto, Japan, that manufactures the traditional kimono. CHISO does not publicly advertise its product, but the company cooperates with high-visibility magazines to provide Yuzen kimonos for those graphic articles. CHISO also actively seeks to provide kimonos for Kyoto’s traditional dance theater, movies, and television dramas. We analyzed CHISO with several marketing models, including the four Ps, SWOT, VRIO and customer experience. We presupposed that it would be more effective to use the customer experience framework espoused by Bernd H. Schmitt rather than the traditional four Ps to analyze luxury products. CHISO has several crises during its long history, all of which were handled with aplomb.

The Customer Experience Framework as Baseline for Strategy and Implementation in Services Marketing

Researchers in service marketing have recently considered customer satisfaction from the viewpoint of what and how they experienced the service encounter resulting in the concept of customer experience management. Whilst several works have been developed in this area, there is still much that can be done to provide a comprehensive guide for marketers in understanding the service encounter from the point of view of customers. Building on the work of Verhoef et al's article in the Journal of Retailing (2009) and other works in the field, we propose a new customer experience framework (CEF) that focuses more centrally on the journey of the customer in experiencing the service. Our framework consists of five interacting layers: (1) Customer values, needs and wants; (2) Experiential Marketing Strategy; (3) Customer Experience Stages; (4) Accumulated Customer Experience (5) Customer Behavior Change. This differs from Verhoef et al's framework, which primarily focuses on looking at designing the optimal consumer experience from the viewpoint of the provider. We propose that the CEF will be useful both as a tool for experience creation and to analyze consumer experiences post-encounter.

Conceptualising town centre image and the customer experience

Compared with store image literature, the town centre is underexplored as a retail image context. This paper examines what is meant by town centre image by conducting an empirical study of 536 consumers to elicit top-of-mind images of five town centres. Following extensive content analysis and rigorous replication, the findings reveal a broader, holistic image construct than previously assumed in the literature. New psychological, intangible elements of town centre image are identified, confirming the need to measure image specific to the retail context. Further, drawing on the customer experience framework, a conceptual model of town centre image is developed. The model provides the basis for future conceptualisation and operationalisation of town centre image, combined with an approach for managing the customer experience in town centres.

Exploring Customer Experiential Components and the Conceptual Framework of Customer Experience, Customer Satisfaction, and Actual Behavior

This study explored the college student's on-campus foodservice experiential components and investigated the interrelationships among customer experience, customer satisfaction, and actual behavior. A sample of 566 respondents was collected at a large, public university in the southwestern United States. Findings showed respondent's customer experience positively influenced customer satisfaction and, subsequently, customer satisfaction positively influenced respondent's actual behavior. However, there was no direct effect of customer experience on actual behavior. The findings indicate that on-campus foodservice operators should pay additional attention to customer experience and customer satisfaction to increase customer visits. Limitations of the study and future research are also addressed.

A Holistic Customer Experience Design on the Internet

This paper proposes a holistic customer experience framework on the internet. According to the framework, we can effectively manage the direct experience, indirect experience, primary experience and secondary experience through web interface, and enhancing the holistic customer experience to pleasurable experience(including vivid experience, consummatory experience and aesthetic experience ), which can unite the consumer’s sensory, emotional, social, and intellectual experiences in a new and positive way. The framework proposed here can achieve a more successful customer pleasurable experiences and increase customer satisfaction on the internet. Furthermore, we make the theories and applications of customer experience will be more extensive and convenient for researches and businesses. Keyword: Holistic Customer Experience, Web Interface, Pleasurable Experience

Exploring place image: Formation and measurement

In this article, the authors investigate the formation of consumers’ images of town centres from a place branding perspective. On the basis of qualitative methodology to elicit consumer perceptions of the shopping experience in three contrasting town centres in the United Kingdom, respondents’ unprompted responses indicate that town centre image is a complex construct incorporating four elements (cognitive, affective, social and physical) embodied within a customer experience framework. The implications of these results for place marketers, together with some study limitations and future research directions, are discussed.

A Strategy Fit for a King: A Customer Experience Framework

A Strategy Fit for a King: A Customer Experience Framework