Customer Experience Research Articles

베이커리카페에 대한 경험가치가 브랜드연상과 충성도에 미치는 영향

Objective : The purpose of this study is to provide a theoretical basis for improving management performance in the future by providing useful data for securing loyal customers for sustainable management and providing basic data for establishing differentiated marketing strategies. Methods : This study conducted an online survey in August 2024 to collect data, adopted a total of 301 questionnaires, and analyzed them as effective samples Then, this study used SPSS Statistics 23.0 to conduct frequency analysis, factor analysis, trust analysis, and multiple regression analysis. Results : According to hypothesis test results, it was found that the experience value had a positive and significant influence on brand association and loyalty. In addition, brand association had a positive and significant influence on loyalty. Implications : The brand association and experience value for bakery cafes significantly affected the attitude and behaviorial loyalty, and it suggests that building a strong brand association is important to secure loyal customers for sustainable management and provide various experience values to customers.

Luxury fashion brands in metaverse retailing – a review of literature and practice

Purpose The purposes of this study are to identify the ways that luxury fashion brands can leverage in metaverse retailing, and give insights to practitioners in the fashion industry who are planning to launch metaverse retailing. Design/methodology/approach To offer a balanced view of available evidence, this study adopted a literature review approach and attempted to collect all existing academic journal articles on the issues related to metaverse retailing and luxury fashion brands. A comprehensive literature search was conducted in electronic databases Google Scholar, Web of Science, Scopus, Pro Quest and Science Direct from January 2023 to April 2024. Based on the results of the research in literature, real-life examples of luxury fashion brands were used to explain the ways that luxury fashion brands in the metaverse retailing can be put into practice. Findings The findings have revealed that there are many ways that luxury fashion brands can leverage in the metaverse retailing. The fusion of metaverse-related technologies provides brands with a wide platform of choices that can create immersive, personalized marketing experiences for customers. Four roles of metaverse are identified: (1) enhance of immersive experience; (2) provide big data interface to smart decision-making; (3) form high-fidelity simulated space; and (4) maintenance economic system and making of identification. To further enhance the four roles of metaverse, four types of technologies and 15 components for metaverse can be adopted by luxury fashion brands. Research limitations/implications While this paper provides a literature review and real-life examples of luxury fashion brands in the metaverse retailing to explain the findings, further research is needed to evaluate the effectiveness of current efforts in the development of luxury fashion brands in the metaverse retailing through collecting both quantitative and qualitative data. Also, future studies may attempt to explore the challenges of investigating consumers in response to luxury fashion brands in the metaverse retailing. Practical implications The metaverse is turning imagination into reality through the integration of multiple technologies and is gaining momentum in tech. With technology leading the way, business leaders and brands must not only rethink retail but also bring immersive shopping experiences into the future. Metaverse has immense potential to transform the retail industry, thus the leading global and local firms must embrace innovation and new technologies, and prioritize “metaverse transformation” for their business. Based on the results of this study, some emerging practices pertaining to metaverse retailing are provided. Originality/value To the best of the authors’ knowledge, it would seem that this is the first work that conducts a literature review of the relevant academic journal articles addressed to the practitioners or managerial audiences in the area of luxury fashion industry who are concerned about the development of metaverse retailing. This paper identifies the ways that luxury fashion brands can leverage in the metaverse retailing and gives insights to practitioners in the luxury fashion industry who are planning to launch metaverse retailing.

Analysis Of Waiter Performance In Improving Service Quality At Azure Bar Hotel Conrad Bali

Purpose: To improve the performance of waiters, this research is based on frequent errors in serving food and drinks, which cause delays in service. This error occurs because the waiter does not always repeat the order or ask about the guest's allergies, and is not precise in serving drinks. In addition, checking guest satisfaction based on order of arrival is also a problem. Waiters should be more proactive in meeting guests' needs.Methods: The research method used is descriptive qualitative with data collection through observation, interviews and literature study.Implikasi: The research showed that the waiters' performance was good but not optimal, with 56.25% of the 16 observation points carried out well, while 43.75% were still rarely carried out. From the interviews, it was concluded that the waiters at Azure Bar were friendly, responsive and professional, and played an important role in creating a satisfying experience for customers and maintaining the reputation of the place. In conclusion, the waiter's performance is quite good but can still be improved to ensure guest satisfaction and comfort.

A Study on Comparative Analysis Regarding Gen-Z’s Perception Over Domino’s Pizza and Pizza Hut in Ahmedabad City

This study investigates Generation Z's perceptions of Domino’s and Pizza Hut in Ahmedabad, focusing on factors such as food quality, pricing, and brand reputation. Utilizing a quantitative approach, the research tests eight hypotheses related to the influence of age on these perceptions. The findings reveal that age does not significantly impact how Generation Z evaluates these brands, leading to the rejection of all null hypotheses. This suggests a shared perspective among this demographic, indicating that factors beyond age—such as overall experience and brand engagement—are crucial in shaping their preferences. The study highlights the need for targeted marketing strategies that resonate with Generation Z's values, particularly in terms of health, sustainability, and digital engagement. Furthermore, enhancing customer experiences and effectively communicating brand value are essential for building loyalty. The findings also emphasize the importance of corporate social responsibility initiatives in improving brand reputation among socially conscious consumers. The study concludes by offering recommendations for future research, including broader demographic analyses and qualitative approaches to gain deeper insights into consumer motivations.

Big Data in Cloud Computing

The convergence of Big Data and cloud computing has revolutionized the way organizations process, store, and analyze large datasets. This paper explores the synergistic relationship between these two transformative technologies, highlighting their impact on business operations, decision-making, and innovation. By leveraging cloud platforms, enterprises can harness the scalability, flexibility, and cost-efficiency of distributed computing to manage vast volumes of data generated from diverse sources. Cloud-based big data analytics enables real-time insights, which drive strategic actions, improve customer experiences, and foster competitive advantages. The research delves into key cloud architectures, data management techniques, and analytics tools that underpin big data solutions, while addressing challenges such as data security, privacy, and compliance. Furthermore, the study reviews industry use cases across various sectors, illustrating how big data in cloud environments enhances productivity and innovation. The findings underscore the pivotal role of cloud computing in unlocking the full potential of big data, offering a roadmap for businesses aiming to capitalize on data-driven strategies.

Wetland Tourism Marketing: The Influence of Experience Dimensions and Memorable Tourism Experience on Tourist Loyalty of the Bakut Island Nature Tourism Park, Indonesia

In the tourism sector, wetlands provide a wealth of biodiversity and diverse landscapes including natural resource conservation tourism (flora fauna). In this context, marketing is needed to provide sustainable competitiveness for natural tourism parks. This study aimed to test four dimensions of tourist experience (educational, aesthetic, entertainment, escapism) on memorable tourism experiences (MTE), and to test the influence of MTE on tourist loyalty (TL). This study used a quantitative method and SmartPLS 4.1 for statistical analysis. Respondents were tourists who had visited the Bakut Island Nature Tourism Park, Indonesia. The results of the study showed that educational experience (EduEx), aesthetic experience (AesEx), entertainment experience (EntEx), and escapism experience (EscEx) had a significant positive effect on MTE, and MTE had a significant positive effect on TL. The urgency and implications of this study were to design the four dimensions of experience that influence TL that provide positive stimulus to tourist behavior for biodiversity conservation both during and after the visit in achieving sustainable development goals. The originality of this study was to test the antecedents of TL from the customer experience perspective, as well as to provide a clear substantive distinction between the dimensions of tourist experience and memorable tourism experiences.

Enhancing Customer Experience with Generative AI in Financial Services Contact Centers

This article explores the transformative impact of Generative Artificial Intelligence (Gen AI) on customer service operations in financial services contact centers. Through a comprehensive case study approach, we examine the implementation of a Gen AI system designed to handle complex financial queries, provide personalized guidance, and ensure regulatory compliance. The article investigates the system's architecture, key features, and integration with existing infrastructure, while analyzing its performance across critical metrics such as First-Call Resolution rates, call handling times, customer satisfaction scores, and operational costs. Our article reveals significant improvements in these areas, with FCR rates increasing by 50%, call handling times decreasing by 40%, and customer satisfaction scores improving by 45%. The article also addresses the challenges and ethical considerations associated with AI-driven customer service in the financial sector, including data privacy, algorithmic bias, and the need for transparency. By providing a detailed analysis of both quantitative improvements and qualitative benefits, this article offers valuable insights for financial institutions considering the adoption of Gen AI technologies to enhance their customer service capabilities and maintain competitiveness in an increasingly digital financial landscape.

Investigating the Main Factors Affecting Doing More Business with Existing Customers in Light of Customer Experience: An Empirical Study in the Malls

The study analyzed the relationship between four independent latent factors (emotion, communication, attitude and satisfaction) in the dependent factor (rebuying) in the presence of a moderating variable (consumers’ experience) by using a structural equation model based on the partial least squares (PLS) method. The study has applied to retail trade customers in malls. The study collected the needed data through a survey designed for this purpose. The study collected data from 300 mall shoppers. The study employs SmartPLS to analyze the data collected. The study has found that each of the independent factors significantly and positively affects the rebuying decision (a positive relationship), with the exception of the emotions factor, which had a negative impact on the rebuying decision. Also, the modified variable had a positive role in the relationship between the independent factors and the dependent factor, with the exception of the emotions factor. The effect of the modified variable caused a decline in the intensity of the relationship between these two factors.

Emotional Resonance in Brand Innovation: An Examination of Emotion Recognition and Customized Music Services within the Shengchuan Poetry Brand Design Framework

This research endeavors to delve into the intricate nexus of emotion recognition technologies and artistic design methodologies, examining their harmonious integration within the realm of brand design. Specifically, it investigates how these modalities can evoke multifaceted emotions, including anger, fear, excitement, and sadness, to forge profound emotional connections with consumers. By analyzing the innovative strategies employed by the hypothetical yet illustrative Shengchuan Poetry brand, particularly in its visual communication, user experience architecture, and customized music services, this study aims to elucidate the emotional underpinnings of its distinctive brand identity and the mechanisms that facilitate emotional resonance among its audience. It contributes to the scholarly discourse on brand innovation by proposing a conceptual framework that advocates for emotions as a strategic lever in designing memorable and impactful brand experiences.

Consumerbased conceptualisation of brand transparency: scope, characteristics and contextual determinants

Purpose Escalating uncertainty surrounding brand communications has intensified consumer demands for transparency. Many definitions link transparency to the quantity of shared information, yet more information might not alleviate consumer uncertainty. The purpose of this paper is to develop a consumer-based conceptualisation of brand transparency that recognises the subjectivity in how transparency manifests for consumers. Design/methodology/approach This research adopts a qualitative approach, leveraging 10 exploratory interviews with experts and 20 in-depth interviews with consumers. Findings Confronted with information asymmetry, consumers rely on cues (openness, clarity, timeliness, evidence-based, explanatory) to evaluate a brand’s intentions to provide accurate information about focal domains in a way that establishes brand transparency. Focal domains of brand transparency (pro-social values, processes and product and service offerings) evolve in line with changing consumer expectations. Both consumer relationships and brand experiences influence brand transparency perceptions. Research limitations/implications This study challenges an inherent assumption that access to more information informs brand transparency perceptions; instead, consumers require transparency about salient and focal topics. By delineating the observable signals consumers use to infer transparency and highlighting how consumers’ biases towards certain brands and product categories influence their perceptions of brand transparency, this study contributes to customer–brand relationship literature. Practical implications The authors identify challenges for evoking brand transparency perceptions when information is salient. The authors stress the importance of open dialogue across all touchpoints to address consumer queries. Originality/value By challenging some assumptions of brand transparency literature, which have evolved from accounting and governance disciplines, this research introduces a distinctive perspective on consumer-based brand transparency.

Customer journey mapping framework for SMES: Enhancing customer satisfaction and business growth

Customer journey mapping (CJM) is an essential tool for small and medium-sized enterprises (SMEs) to understand and optimize their interactions with customers, thereby driving satisfaction and business growth. This review outlines a customer journey mapping framework designed specifically for SMEs, aiming to enhance customer experiences through a structured approach to identifying key touchpoints, pain points, and opportunities for improvement across the customer lifecycle. The proposed framework involves systematically mapping out every stage of the customer journey, from initial awareness to post-purchase interactions, highlighting moments that significantly impact customer satisfaction. By leveraging customer data, feedback, and analytics, SMEs can gain valuable insights into customer behavior, motivations, and preferences. This framework emphasizes the importance of personalization, using data to tailor the customer experience and foster deeper connections. Additionally, the framework integrates feedback loops, allowing SMEs to continuously gather and analyze real-time customer data. This iterative process helps businesses to proactively identify emerging trends, address customer concerns, and adapt to evolving market demands. By aligning customer needs with business objectives, SMEs can create more targeted marketing campaigns, improve product or service offerings, and enhance customer retention strategies. The implementation of this customer journey mapping framework can lead to several key benefits for SMEs, including improved customer satisfaction, increased brand loyalty, and greater operational efficiency. It also enables SMEs to compete more effectively in their markets by delivering personalized and seamless customer experiences. The framework supports scalability, allowing SMEs to refine their customer engagement strategies as their businesses grow. In conclusion, the customer journey mapping framework serves as a critical tool for SMEs looking to enhance customer satisfaction and drive sustainable business growth. By focusing on data-driven insights and continuous improvement, SMEs can deliver more value to customers, strengthen brand loyalty, and achieve long-term success.

Personalized customer journeys for underserved communities: Tailoring solutions to address unique needs

In today's diverse marketplace, creating personalized customer journeys for underserved communities is essential for fostering inclusion and promoting equitable access to services. This review explores the significance of tailoring solutions to address the unique needs of these communities, emphasizing the role of personalized experiences in enhancing customer satisfaction and loyalty. Underserved communities often face systemic barriers, including limited access to resources, information, and services. Traditional customer journey models may overlook these specific challenges, leading to ineffective engagement and unmet needs. By adopting a personalized approach, businesses can better understand the distinctive characteristics, preferences, and pain points of these communities. This understanding allows for the development of targeted strategies that resonate with individuals' cultural, social, and economic contexts. The framework for personalized customer journeys involves several key components. First, comprehensive data collection is crucial for identifying the unique demographics and psychographics of underserved communities. Utilizing qualitative and quantitative research methods, businesses can gather insights on customer behaviors, preferences, and challenges. Next, leveraging advanced analytics and artificial intelligence can enhance the personalization of interactions, ensuring that offerings align with the specific needs and aspirations of these communities. Additionally, fostering collaboration with community organizations and leaders is vital. Engaging with local stakeholders helps businesses build trust and credibility, facilitating the co-creation of solutions that genuinely address the community's needs. This collaborative approach can lead to the development of tailored products and services, targeted marketing strategies, and supportive customer service frameworks. Ultimately, personalized customer journeys for underserved communities not only improve customer satisfaction but also drive business growth and social impact. By prioritizing equity and inclusion, businesses can enhance their brand reputation, foster customer loyalty, and contribute to the economic empowerment of these communities. In conclusion, a commitment to understanding and addressing the unique needs of underserved communities through personalized customer journeys is essential for fostering inclusive growth and creating lasting positive change.

Advancing business performance through data-driven process automation: A case study of digital transformation in the banking sector

This review paper examines the impact of data-driven process automation on business performance within the banking sector, emphasizing its role in enhancing operational efficiency, customer experience, and profitability. The paper explores how automation technologies such as Artificial Intelligence (AI), Machine Learning (ML), and Robotic Process Automation (RPA) are transforming traditional banking processes by streamlining operations and enabling more personalized services. A comparative analysis highlights the advantages of automated systems over conventional methods. It acknowledges potential challenges, such as job displacement and cybersecurity risks. The paper concludes with strategic recommendations for banks seeking to adopt or enhance automation technologies. It suggests areas for future research, including the long-term effects of automation on the workforce and the integration of emerging technologies like blockchain.

Technological transformation of transactions with the rise of FINTECH

In recent years, the entire financial landscape has experienced a significant transformation due to the rise of financial technology simply called Fintech, which has redefined the transaction processes and democratized the access to financial services. This review focuses on how fintech is transforming transactions by enhancing efficiency, increasing security, providing transparency, and creating accessibility for consumers and businesses alike. Key technologies such as blockchain, artificial intelligence, smart contracts, digital wallets, and mobile applications are transforming transactions, reducing costs, and improving user experiences. The integration of fintech solutions with the above mentioned key technologies is creating a more secure and interconnected ecosystem, reshaping and transforming the transactions. This article examines the impact of fintech on customer experiences through digital platforms and real-time transactions, as well as its potential to drive innovation and promote sustainability in payment services. It explores benefits, challenges. It also discusses regulatory considerations, collaboration opportunities between traditional banks and fintech startups, and emerging banking models. Overall, the review highlights fintech's transformative potential in revolutionizing energy payments and shaping the future of transactions.

Analysis of Micro Business Marketing Strategy in Facing Competition

This study is motivated by the challenges faced in the development of micro-enterprises at Bukit Sion Market, largely due to the high level of competition. Many businesses struggle to determine appropriate financing models and product offerings, as the market is saturated with similar products offered by competitors. The objective of this research is to analyze the marketing strategies employed by micro-enterprises and identify the obstacles they face in dealing with competition at Bukit Sion Market, Lahomi District. The research employs a descriptive qualitative method. The findings reveal that all food stalls adopt marketing strategies that include market selection, product planning, pricing, distribution systems, and marketing communication. Effective marketing strategies, such as offering discounts, special promotions, or hosting promotional events, have been shown to significantly boost sales. However, the food stalls encounter several challenges, including intensified competition due to the emergence of similar businesses offering comparable products, a lack of product innovation and promotion, fluctuations in raw material prices, as well as issues with product quality consistency, customer service, and overall customer experience.

AI-driven personalization framework for SMES: Revolutionizing customer engagement and retention

In today's competitive business landscape, Small and Medium Enterprises (SMEs) face unique challenges in building and maintaining strong customer relationships. An AI-driven personalization framework offers a transformative solution by enabling SMEs to deliver highly targeted and individualized customer experiences, improving both engagement and retention rates. This review outlines how artificial intelligence (AI) can empower SMEs by integrating data-driven insights with customer interaction processes to revolutionize business practices. AI-driven personalization leverages machine learning algorithms, natural language processing (NLP), and predictive analytics to analyze customer behaviors, preferences, and feedback. By aggregating data from various sources—such as online interactions, purchase histories, and social media activity—AI can generate personalized recommendations, offers, and communication strategies that resonate with individual customers. The framework facilitates dynamic customer segmentation, allowing SMEs to tailor marketing efforts and enhance service delivery. The personalization process also extends beyond marketing by optimizing customer support through AI-powered chatbots and recommendation systems, which provide real-time solutions and advice. This level of personalization fosters stronger emotional connections, increasing customer satisfaction and brand loyalty. Additionally, AI-driven insights enable SMEs to anticipate customer needs, predict churn rates, and proactively address potential issues, thereby boosting retention rates. For SMEs, the implementation of an AI-driven personalization framework is not only cost-effective but scalable, making it accessible even to businesses with limited resources. As SMEs increasingly adopt digital tools, the integration of AI-based personalization becomes essential for staying competitive in a rapidly evolving market. This review highlights the potential of AI in transforming customer engagement strategies for SMEs by offering a tailored, efficient, and sustainable approach to enhancing customer experiences.

A study between aesthetic and functional design with respect to restaurant with Wabi Sabi style

Wabi-sabi is a Japanese aesthetic that finds beauty in imperfection, transience, and simplicity. In restaurant design, it involves balancing aesthetics with functionality to create a unique and memorable dining experience. This research focuses on the combination of aesthetics and functionality in wabi-sabi inspired restaurants. Wabi-sabi, a Japanese aesthetic emphasizing imperfection, simplicity, and transience, is increasingly popular in modern interior design. Wabi-sabi is a Japanese aesthetic that celebrates the beauty of imperfection, transience, and simplicity. It finds beauty in the natural world, aging, and the inevitable passage of time. Embracing flaws, irregularities, and asymmetries, wabi-sabi acknowledges the temporary nature of things and appreciates the understated and unadorned. This philosophy encourages us to slow down, Savor the moment, and find joy in the simple things. The study explores how wabi-sabi principles can be applied to create visually appealing and practical restaurant spaces. The research begins by defining wabi-sabi and its key characteristics. It then examines the aesthetic aspects of wabi-sabi restaurant design, including the use of natural materials, imperfect textures, minimalist colour palettes, organic shapes, and negative space. Additionally, the functional aspects of wabi-sabi design, such as comfort, efficiency, accessibility, and sustainability, are discussed. The study explores how wabi-sabi principles can be integrated into restaurant design to create a harmonious and authentic environment. It also examines the impact of wabi-sabi design on the customer experience and the restaurant's brand identity. To illustrate the application of wabi-sabi principles in restaurant design, the study presents case studies of successful wabi-sabi inspired restaurants. These case studies provide concrete examples of how designers have effectively combined aesthetic and functional elements to create unique and memorable dining experiences.

Communications Plan: Disney+

The main motive of this report is to develop social media marketing planning. Disney+ has been adopted to understand and evaluate its social media marketing plan. Therefore, this report helps to understand and examine the customer journey of Disney+ through which the awareness of the brand and its services are analysed that are offered to their consumers. The consumers also evaluate and explore the different benefits and subscription plans which are offered by the brand to satisfy the need and demands of their audiences. Disney+ also stream an online video at an affordable price which also motivates and encourages consumers to be loyal to the brand for a long period of time. The analysis of the social media audit of Disney+ has assisted in understanding the activities that are done on Instagram between 1 September 2022 to 30 September 2022. Disney+ gains the highest likes on their feeds are 4862 and the lowest likes are 128. Ultimately, it has been evaluated that the brand receive the highest likes on their feeds by sharing the videos is 4862 and has maximum engagement in the organisation is 38896.

AI in customer feedback integration: A data-driven framework for enhancing business strategy

The integration of artificial intelligence (AI) into customer feedback systems has emerged as a transformative approach for businesses seeking to enhance their strategies and maintain a competitive edge. This review presents a data-driven framework that leverages AI to analyze, interpret, and act upon customer feedback, providing actionable insights for business decision-making. AI techniques such as natural language processing (NLP), machine learning (ML), and sentiment analysis allow companies to automate the feedback collection process and analyze vast amounts of data from diverse sources, including surveys, reviews, social media, and customer support interactions. The proposed framework facilitates real-time feedback analysis, enabling businesses to identify trends, customer preferences, and potential pain points more efficiently. By integrating AI with existing customer relationship management (CRM) systems, businesses can automate the categorization and prioritization of feedback, allowing for timely responses and more effective problem-solving. Furthermore, predictive analytics tools within the framework can forecast customer needs, allowing businesses to tailor products and services to meet evolving expectations. This framework also supports continuous improvement by enabling businesses to track the impact of changes implemented based on customer feedback. Additionally, AI’s ability to personalize the customer experience by recognizing patterns and individual preferences plays a crucial role in increasing customer satisfaction and loyalty. The data-driven insights generated through AI integration can guide businesses in refining their marketing, product development, and customer service strategies, leading to improved operational efficiency and better alignment with customer expectations. In conclusion, the integration of AI into customer feedback mechanisms represents a significant advancement for data-driven business strategy development. This framework not only enhances feedback accuracy and speed but also empowers businesses to deliver more personalized and customer-centric solutions.

Focusing on the advanced strategies to enhance brand loyalty in the era of digital marketing.

This paper reflects upon advanced methods for brand loyalty in a world dominated by digital marketing. The motive of the study is trying to fill the gap that exists with regard to digital marketing, optimal strategies that can be used to achieve brand loyalty, and the role of personalized digital experiences. The paper has a mixed-method design; the quantitative data is collected from customer questionnaires, whereas the qualitative data is obtained from the interview with managers, policymakers, technology experts, and top executives. The results indicate that digital marketing significantly enhances brand loyalty, as evidenced by 60% of participants agreeing that digital interactions increase their brand loyalty, and 70% appreciating personalized digital experiences. Reliability analysis showed Cronbach’s alpha values of 0.726 to 0.876 across different scales, confirming the internal consistency of the data. It shows that digital marketing is one of the most fundamental ways in which brand loyalty can be achieved through ever-personalized and engaging customer experiences. The most pertinent at this point is that such experiences are the heart and soul of customer loyalty; they not only meet customer expectations but also set a bond between the customers and the brand, either emotionally or psychologically. Some of the challenges that it accrues are increasing data privacy issues and the need to continuously adapt to ever-changing technology. Still, the opportunities far outweigh the serious challenges; the future is, therefore, bright for brands that will successfully adopt this measure.