Customer Experience Research Articles

Investigating the ascendancy of brand experience on brand equity: A Literature review

This literature review aims to analyze the correlations amid brand experience and brand equity. The whole range of sensory, emotional, cognitive, and behavioral reactions that customers exhibit towards a brand is encompassed by brand experience. It highlights the significance of establishing memorable and meaningful engagements that surpass the practical characteristics of a product or service. The evaluation examines an extensive array of academic articles, research papers, and industry reports to get a thorough comprehension of the current body of knowledge about this correlation. The assessment additionally highlights certain deficiencies in the current body of knowledge. Additional investigation is necessary to understand the specific ways in which brand experience impacts brand equity. In summary, this literature study offers a thorough examination of the associating between brand experience and brand equity. The upshots indicate that brand experience is indispensable in constructing and improving brand equity. This statement emphasizes the importance of brand experiences in developing a strong brand value, and it advocates for additional research to enhance our comprehension of this connection in different circumstances. This review offers significant insights for marketing practitioners seeking to effectively maintain and enhance brand equity through strategic brand experiences.

The influence of customer experience on loyalty through satisfaction as an intervening variable for users of maxim online transportation services in the city of semarang

The high level of online transportation users in Indonesia creates intense competition and to be able to survive in the midst of competition, companies must improve their performance in various aspects to be able to create a good experience for their users so that there is high satisfaction so that user loyalty to the company continues to survive and increase. This research aims to determine the influence of customer experience on user loyalty through satisfaction with users of Maxim online transportation services in Semarang City. This type of research is explanatory research with a sample size of 96 respondents who are Maxim users in Semarang City. with a sampling technique using non-probability sampling with a multistage purposive sampling method. The population in this research is the people of Semarang City who have used Maxim. The data analysis method uses SmartPLS 3.2.9 software. The research results prove that the mediating relationship between customer experience and loyalty through satisfaction as an intervening variable is partial mediation. The suggestion in this research is that Maxim is expected to pay more attention to aspects that can influence user experience so that users feel maximum satisfaction when using Maxim.

The Effects of Brand-self Connection on the Willingness to Pay a Price Premium: A New Look at the Consumerbrand Relationship in the Chinese Luxury Market

Exploring brand-self connection as a tool for driving profitability is gaining traction among scholars and industry professionals. This study introduces and validates a conceptual model aimed at discerning the influence of brand-self connection on luxury consumers willingness to pay (WTP) a price premium. Based on survey data from 270 Chinese luxury consumers and analysis via SPSS 27.0, the results reveal that brand-self connection not only directly augments consumers WTP a price premium but also exerts an indirect influence through the mediating roles of brand experience and brand loyalty. Interestingly, though brand-related social media engagement emerges as a moderating factor in this relationship, its impact remains marginal within the luxury market context. Together, these findings illuminate the complex nuances of luxury consumer behavior, enriching brand management, consumer-brand relationships, and pricing strategy. Practitioners can harness these insights for strategic decision-making in the luxury market arena.

A Study on Digital Payments and User Experience

This paper aims to examine the use of online payment or electronic payment system (EPS) due to various benefits of using online payment method for both the business and the user. Digitalization is a new trend in banking sector all over the world. Digitalization involves total control over the customer experience, management of all existing and future consumer needs, and development of an appropriate financial framework. Digital payments in India are a promising success. The financial institution must be customer friendly. For the purpose of the study on digital payments and user experience primary method such as survey using Google form in collected from people in and around Salem city with different demography and secondary methods such as published and unpublished journal, magazines has been used. The data is analyzed by using SPSS. Keywords: Digital payments, Banking sector, Customer experience, Electronic payments.

ANALYSING THE CUSTOMER CENTRIC MARKETING STRATEGIES IN ATTAINING COMPETITIVE ADVANTAGE FOR THE FIRM AND SUSTAINING BUSINESS SUCCESS

This paper talks about how putting customers at the center of marketing helps businesses stay ahead. It looks at ways companies can use what they know about customers to stand out and do well. The paper examines different customer-focused tactics, like tailored marketing, managing customer experiences, and using data to make choices, and how they affect how well a company does. By studying real examples and proof, the paper shows why it's crucial to get how customers act and what they need in today's fast business world. It ends by giving advice on how companies can go about being more customer-focused, stressing the importance of always coming up with new ideas, being able to change, and really caring about making customers happy. This work adds to what's already known about marketing and staying on top by giving a detailed view of how focusing on customers can help companies succeed in the digital age. KEYWORDS: Research Paper, Customer-Centric Marketing, Customer Experience, Data-Driven Marketing,

Review Paper- “A STUDY ON INTROUDUCTION TO THE BANKING SECTOR IN INDIA”

The banking sector in India plays a pivotal role in the country's economy, acting as a backbone for financial intermediation and economic growth. Over the past decade, the sector has witnessed significant transformation driven by regulatory reforms, technological advancements, and changing consumer preferences. The banking sector in India is a critical component of the country's economy, serving as a catalyst for financial inclusion, economic growth, and development. This abstract provides a concise overview of the key aspects shaping the Indian banking landscape. It highlights the regulatory reforms undertaken by the Reserve Bank of India (RBI) to strengthen the sector's stability and resilience, including the implementation of Basel III norms and the introduction of frameworks like Asset Quality Review (AQR) and prompt corrective action (PCA). The abstract also emphasizes the transformative impact of digital technologies on the banking sector, driving innovation, enhancing customer experience, and expanding access to financial services. Furthermore, it discusses the challenges faced by Indian banks, such as non-performing assets (NPAs) and stressed assets, and the initiatives undertaken to address these issues, including the insolvency and bankruptcy code (IBC). Despite challenges, the abstract underscores the significant growth opportunities in the Indian banking sector, fueled by demographic trends, urbanization, and increasing financial literacy. Overall, the abstract suggests that while the Indian banking sector faces both opportunities and challenges, it remains a dynamic and integral part of the country's economic landscape, poised for continued evolution and growth. Keywords – Banking Regulation, Reserve Bank of India (RBI), Financial Inclusion, Digital Banking, Insolvency and Bankruptcy Code (IBC).

A Study of “The Impact of AI and Machine Learning in Digital Marketing”

Recent improvements in artificial intelligence (AI) and machine learning (ML) have significantly impacted a number of sectors, such as digital marketing. The influence of AI and ML on digital marketing strategies and implications for businesses are examined in this study. To do this, this paper first highlights the abilities and prospective uses of AI and ML by providing a brief description thereof. The upcoming discussion will outline how AI and ML have transformed important aspects of digital marketing such as customer segmentation, personalized targeting, content creation, customer experience optimization and any other relevant topic under study. The paper also explores the advantages as well as the disadvantages that come with incorporating AI and ML methods in digital marketing strategies. Moreover, some ethical issues coupled with possible prejudices related to using AI and ML. Using computers and robots to help perform Human tasks in the present-day era is referred to as Artificial intelligence. There are numerous everyday obligations that are easily carried out by computers and robots instead of people. For efficient use of green computer systems, Artificial intelligence makes it less complicated to carry out tasks that need human brains.

Service-level computation in time-varying queueing system with priorities: Application to physician staffing in the emergency department

For many service systems, waiting time is a critical performance indicator of customer experience. This study addresses service-level computation techniques in a time-varying mixed-preemptive priorities queueing system. This queuing system has two distinguishing characteristics. First, it has time-varying arrival rates and service capacities. Second, and more importantly, there are multiple classes of customers, and both preemptive and non-preemptive priorities are considered in this system. Combining these two characteristics in a queueing system makes it difficult to compute the service level for each customer class. We derive the exact computation methods for pointwise and piecewise service levels. Furthermore, we propose closed-form expressions to approximate the service levels. Lastly, we show how to apply these service level computation techniques to a real-life physician staffing problem in the emergency department, in which the service levels of each class of patients are considered as constraints. The computational tests are performed using data generated based on real data from a large hospital. The results show that our staffing solutions are better than the hospital’s current staffing solution, guaranteeing patients’ service levels and reducing physicians’ working times.

Integrating Artificial Intelligence and Customer Experience

Artificial intelligence (AI) has been widely adopted in the service sector to enhance the customer experience and gain a competitive advantage. However, there are a limited number of papers that focus on the relationship between AI and customer experience, and there is no clear framework to reveal how AI influences the customer experience. Therefore, this paper will address how AI affects the customer experience and develop a conceptual framework of AI applications in customer experience along the customer journey. A two-step research design is adopted in this paper. The first phase aims to identify a framework through an extensive systematic literature review of the relevant databases. The findings cover three main themes: AI experience, AI functions, and AI services. A research framework is created on the basis of the findings. This paper contributes to consumer behavior and services by integrating AI with customer experience and providing a comprehensive framework for guiding future research. The study also offers practical implications for practitioners to enhance customer experience.

Do AI-Based Voice Assistants Influence Brand Continuous Usage? The Mediating Role of AI-Driven Customer Experience

This study aimed to assess the influence of artificial intelligence (AI) voice assistant (VA) on customer experience, resulting in the continuous use of mobile brands. Specifically, this article assesses the role of hedonic, utilitarian, and social benefits provided by AIVA on customer experience and continuous usage of a mobile phone brand. Using a primary data collection instrument, the quantitative approach was adopted to examine the study’s variables. Data from 348 valid responses were used for the analysis based on structural equation modeling (SEM) with AMOS version 23. Three main factors were identified to influence customer experience, which results in continuous usage of a mobile phone brand. These factors are social benefits, hedonic benefits, and utilitarian benefits. In conclusion, a significant and positive relationship exists between AI-enabled customer experience and brand continuous usage. It recommended that mobile brands consider and research their prospects’ and customers’ social, hedonic, and utilitarian needs to provide them with desired products and experiences.

Research on the Influence of Cultural Memory in Agricultural Heritage on Brand Loyalty

Agricultural heritage includes both material and immaterial vestiges of past agricultural practices that are directly tied to human agriculture. It holds great ecological, cultural, commercial, and tourism value. There are not many historical sites available for developing agricultural heritage tourism right now, and no experience is ideal. This study used sophisticated PLS-SEM techniques and SmartPLS 3.3.9 software to carefully examine data, examine measurement and structural models, rigorously test hypotheses, determine the validity and reliability of the findings, and investigate potential moderating effects. To address the critical issue of brand loyalty in agricultural heritage tourism, this study developed and tested a comprehensive impact route, which was supported by an examination of 427 visitors’ cultural memories and brand experiences, demonstrating their critical role in influencing brand loyalty. The findings show the importance of cultural memory in shaping travelers’ brand experiences and loyalty. Furthermore, due to their unique characteristics, various groups react differently to each phase of the brand loyalty effect route.

The impact of organizational culture on cognitive empowerment in selected banks in Colombo District in Sri Lanka

Cognitive empowerment plays a critical role in the banking sector in Sri Lanka as well as in the global financial industry which may enhance customer experience, efficient operations, effective decision making, innovations as well as adaptability while gaining an edge over competition. This study investigates how organizational culture (Clan, Adhocracy, Market, and Hierarchy) can enhance cognitive empowerment of bankers in Sri Lanka. A quantitative approach was used whereas, initially a preliminary investigation was conducted to gain a general understanding of the culture of few leading banks in Sri Lanka and eventually cascading down to four banks that covers all four cultures. Further, 239 responses were received through a structured questionnaire from four leading banks covering all four cultures. Results showed higher levels of cognitive empowerment in entities with strong clan, adhocracy, and market cultures, while higher hierarchy culture was associated with lower levels of cognitive empowerment.

Study-abroad decision-making – Combining marketing and behavioral economics perspectives

Student mobility has grown substantially in the past decades. Study abroad opportunities provide long-lasting advantages for students but, at the same time, represent complex decisions for applicants, usually involving a high degree of uncertainty. This paper aims to obtain a deeper understanding of study-abroad decision-making in higher education by combining marketing and behavioral economics perspectives. The authors conducted in-depth interviews with North African scholarship holders and adapted the customer journey framework to a study abroad decision context. Three stages of the customer journey were considered: the pre-application stage, the application stage, and the post-admittance stage. Loss aversion, group identification, social norms, endowment effects, and priming, as core concepts from behavioral economics, were identified and enriched the practical implications of the customer journey framework. Higher education institutions may benefit from our findings when designing their communication and recruiting strategies.

Sustainable Airport Management and Airline Marketing

The aviation sector comprises every industry that provides direct assistance to mechanical air transportation. The aviation industry includes a variety of institutions, such as military aviation companies, aircraft manufacturers, and various commercial establishments, all of which play important roles. The analysis of airline market shares was carried out within the realm of the aviation industry. Considering the ongoing trajectory of increasing airline market shares, it is crucial for firms to commit resources towards investing in this industry. Furthermore, a thorough evaluation of the existing literature revealed a dearth of research specifically focused on airline marketing. The primary objective of this research was to address the existing gap in the literature. Sustainable airport management and business, the airline industry, business-to-business analytics in the airline sector, customer satisfaction, and customer experience were some of the facets investigated in this study. In addition, the study seeks to provide a SWOT analysis of the airline marketing strategies employed by transportation corporations.

Purchase spillovers from the metaverse to the real world: The roles of social presence, trialability, and customer experience

AbstractThe promise of the metaverse as a collective, virtual, and shared social space is revolutionizing digital retail. This study provides groundbreaking insights into customer experience in immersive metaverse environments, as well as into how these experiences on metaverse platforms influence customers' real‐world consumption behaviors. Drawing upon data from metaverse platform users in the US, this study identifies the specific antecedents of a positive customer experience on metaverse platforms, including the role of social presence and trialability. Further, it demonstrates the potential for purchase spillovers from the metaverse to traditional retail channels, extending the omnichannel retail literature. In addition, it examines how early‐stage versus long‐term users of the metaverse shape users' intentions to revisit metaverse platforms. Based on our results, we offer a comprehensive model of customers' metaverse behaviors, which may be used to predict and enhance customers' purchase intentions across channels. Our results also demonstrate that the metaverse is not merely a parallel digital retail channel but instead an influential extension of the customers' real‐world consumption. From a managerial perspective, we offer metaverse operators and retail brand managers insights into how an engaging and immersive customer experience in the metaverse can be developed to support metaverse platform growth, and targeted brand strategies that translate into real‐world gain for both the brand and the customer. The findings suggest that metaverse platforms must deliver customer experiences at a very high level to prevent stagnation in metaverse usage intentions; therefore, managers can confidently continue investing in relevant strategies to fuel metaverse platform growth.

The Influence of Brand Leadership and Brand Experience on Satisfaction and Repurchase Intention on E-commerce Brand

The purpose of this study is to empirically test the effect of brand leadership on its four dimensions, namely quality, value, innovation, popularity and brand experience on satisfaction and repurchase intention in Tokopedia customers. The population in this study are individuals as consumers who have transacted or shopped online at Tokopedia, are at least 18 years old, and live in West Jakarta. The sample in this study that met the criteria was 222 respondents who were selected using non-probability sampling through convenience sampling techniques. Data collection was carried out by questionnaire via google form which was distributed online. The data that has been successfully collected is processed using PLS-SEM. The results of this study indicate that quality, value, innovation, popularity and brand experience have a positive and significant effect on satisfaction. Then, the results also show that quality, popularity, brand experience, and satisfaction have a positive and significant effect on repurchase intention. However, value has a negative but significant effect and innovation has no significant effect on repurchase intention. Thus, Tokopedia must pay attention to quality, value, innovation, popularity, and brand experience to increase user satisfaction so as to generate repurchase intentions through Tokopedia.

Research on consumers' purchase intention of cultural and creative products-Metaphor design based on traditional cultural symbols.

Chinese traditional cultural symbols possess great aesthetic and cultural value, and are widely utilized in product design. In this study, we explore the relationship between metaphor design based on traditional cultural symbols, customer experience and cultural identity, and further estimate how these three variables stimulate consumers' perceived value to generate consumers' purchase intention. Based on existing traditional cultural literature and Stimulus-organism-response theory (SOR), we proposed a theoretical research model to characterize the relationship among metaphor design based on traditional cultural symbols, customer experience, cultural identity, perceived value and consumers' purchase intention. A research survey was conducted and 262 questionnaires were collected in total with 241 valid. We used Smart PLS graph version 3.0 for data analysis. Results indicate that the cognition of metaphor design based on traditional cultural symbols and customer experience has a direct and significant impact on the emotional value thereby, eliciting consumers' purchase intention, metaphor design based on traditional cultural symbols is directly and indirectly (i.e., through customer experience or perceived value) positively associated with consumers' purchase intention, also customer experience is directly and indirectly (i.e., through perceived value) associated with consumer purchase intention, cultural identity mediates the indirect effect of customer experience and perceived value on purchase intention, the moderating role of cultural identity between customer experience and perceived value is not significant. Our findings help to expand the existing literature on consumer purchase intentions by rationally using traditional cultural symbols in the product metaphor design.

Monetary Policy, Digitalisation and Banking Industry Performance in Nigeria

In the evolving financial landscape of Nigeria, the interplay between monetary policy and digitalization significantly influences the performance metrics of banks. This study explores the multifaceted impact of these two critical factors on the Nigerian banking sector. Monetary policy, orchestrated by the Central Bank of Nigeria, regulates the economy's money supply, affecting banks' lending behaviors and liquidity. Digitalization, on the other hand, offers a transformative potential for banks to enhance operational efficiency, customer experience, and service delivery through technological advancements. The study examines how money supply, lending rate and digitalization (proxied by mobile cell subscription) affect banks’ financial performance, focusing on bank credit and liquid assets, while controlling for inflation and exchange rate variables. It also examines the interaction between digitalization and monetary policy variables on bank performance. Employing an interactive multiple regression model, the study analyzes time series data from 1996 to 2022 sourced from the World Bank. Findings indicate that while stringent monetary policies can constrain bank performance by tightening credit and reducing liquidity, digitalization provides an opportunity for banks to counteract these effects through enhanced efficiency. However, the successful integration of digital technologies is contingent upon adequate investment, regulatory support, and strategic alignment with the banks’ core objectives. The study concludes that Nigerian banks must adeptly manage monetary policy fluctuations and leverage digitalization to sustain and enhance performance. These insights could guide policy formulation and strategic decision-making within the banking industry.

Dropshipping Strategies in Luxury and Fashion Retail - Unveiling the Potential

Purpose: Dropshipping, a supply chain management model where the retailer does not keep goods in stock but instead transfers customer orders and shipment details to either the manufacturer, another retailer, or a wholesaler who then ships the goods directly to the customer, has gained significant traction in various industries. However, its application in luxury and fashion retail remains unexplored. This study aims to investigate the potential of dropshipping strategies within the context of luxury and fashion retail, analyzing its benefits, challenges, and implications for businesses operating in this sector. Methodology: This research employs a comprehensive review of existing literature, case studies, and industry trends to gather insights into dropshipping practices in luxury and fashion retail. Findings: Our analysis reveals that dropshipping offers promising opportunities for luxury and fashion retailers to enhance operational efficiency, expand market reach, and provide exceptional customer experiences. Challenges such as maintaining brand reputation and managing supplier relationships are identified and discussed. Unique contribution to theory policy and practice: This paper contributes to the existing literature by shedding light on the application of dropshipping in the luxury and fashion retail sector. It provides practical recommendations for retailers to leverage dropshipping effectively, thereby advancing both theoretical understanding and practical implications for industry stakeholders and policymakers.

Crossroads between Big Data and entrepreneurship: current key trends

AbstractEntrepreneurship is vital for economic growth and development, as it fosters innovation, creates jobs, and enhances competition and competitiveness. At the same time, in contemporary society, where the Internet has assumed the role of the primary instrument for both communication and commerce, effective utilisation of vast amounts of data has become imperative for businesses, especially in the entrepreneurial environment. To identify the main connections in two of the currently most trending concepts in business, we undertook a systematic literature review focusing on Big Data, entrepreneurship, and their interconnections in business management through 301 research documents. While numerous studies have already delved individually into Big Data and entrepreneurship, the interconnection between these concepts still has research potential. Our results reflect a growing interest in leading research on these topics, with specific leading authors and countries. Furthermore, we show and discuss a conceptual map consisting of five clusters, unveiling interesting connections such as the impact of blockchain on firms, the correlation between Big Data and firm performance, the role of data science, and the significance of Big Data analytics for operational performance. The article ends by examining how Big Data and entrepreneurship change the business landscape. While entrepreneurs use data for decision-making, innovation, and tailored customer experiences, there are lingering concerns such as data security and privacy. The future of business and innovation will depend, in part, on the crossroads between entrepreneurs and Big Data technologies.