Enhance Customer Experience Research Articles

Superapps: At the crossroads of enhanced customer experience and innovation management theories

This study focuses on one of the most notable digital innovations in recent times - the SuperApps, which synergically combine customer service, mobile usability, and integrated service offerings. Utilizing a comprehensive review of existing literature, this research explores the concept of the SuperApp, evaluates the feasibility of establishing a ranking system for SuperApps, and constructs a definitive top ten list of leading applications. Following this, the research advances to a primary investigative task, which entails a thorough analysis of academic sources to assemble and define the essential attributes that define a SuperApp, specifically revealing what essential features distinguish a mobile application as a SuperApp. To achieve these objectives, the study rigorously processes scientific articles available in the Scopus and Web of Science database, aiming to enhance the academic understanding and categorization of SuperApps within the digital technology domain. Using a bibliometric mapping methodology, which involves analysing keyword occurrences through VOSViewer, the conducted research identifies a notable academic gap in Scopus- and Web of Science-indexed documents. The analysis indicates that despite the prevalence of recent articles and academic texts, the defining characteristics of a SuperApp (commonly referred to as 'Super-App' in Scopus-indexed scholarly literature) remain inadequately explored and understood. This gap underscores the need for further empirical research to clarify the features and implications of SuperApps. Such research could enrich the body of knowledge in the above-described documents, contributing to a more comprehensive understanding in the field. Based on experiences with Scopus and Web of Science by selecting some of the most cited articles from Google Scholar, this study has compiled a six-element list that encapsulates the most crucial characteristics of SuperApps. These fundamental features are then briefly analysed and presented, linked to some of the most impactful innovation management theories linked to SuperApp concepts also presented. This offers a comprehensive understanding of their significance and functionality within the SuperApp framework.

Embracing the future of interactive marketing with contactless technology: evidence from tourism businesses

PurposeThis study explores how predictor variables (value congruence and customer–AI-assisted exchanges) lead tourism businesses to meet customer needs through contactless technology and enhance their willingness to pay more.Design/methodology/approachThe research model was designed from the perspective of consumer-brand relationships and acceptance of AI device use. This study collected and analyzed 647 valid questionnaires using the structural equation modeling (SEM) approach.FindingsThe findings indicate that value congruence and customer-AI-assisted exchanges (CAIX) affect intimacy. Intimacy affects satisfaction and the willingness to pay more for contactless technological services. Moreover, brand trust and sensory brand experience play a role in moderating contactless technological services.Originality/valueEffective interactions between customers and AI-assisted services significantly contribute to overall satisfaction. When AI systems can understand and respond appropriately to customer queries, needs, and preferences, they enhance customer experience and satisfaction levels, increasing overall customer satisfaction with AI services.

From Taste Buds to Loyalty: How Food and Service Quality Influence Customer Satisfaction and Repeat Intentions in Hotel Restaurants

Customer satisfaction with food and service quality in hotel restaurants is a crucial driver of repeat intentions, directly influencing guest loyalty and long-term business success in the hospitality industry. This study examines the factors that affect customer satisfaction with hotel restaurant offerings and the subsequent impact on customers' intentions to return. The researchers gathered the data for this study using a quantitative research design and customer questionnaires. A 95% response rate was collected and analyzed using SPSS software. Next, the researchers quantitatively analyzed the survey responses using statistical methods to measure customer satisfaction levels and identify key variables influencing repeat intentions. The results of this study have practical implications for hoteliers and restaurant managers looking to improve customer satisfaction and encourage repeat business. Emphasizing continuous staff training, maintaining high food safety standards, and creating a welcoming ambiance are key strategies to enhance customer experiences. Ultimately, understanding the dynamics of customer satisfaction and its direct link to repeat intention can assist hotel restaurants in building enduring guest relationships and establishing a competitive edge in the hospitality market

Brand Building in a VUCA Environment: A Study based on Star Hotels in Sri Lanka

The business world is becoming more unstable than ever before where organizations all over the world are influenced by the VUCA environment. Accordingly, the business organizations are required to devise and implement strategies to deal with the disruptions generated by the VUCA environment. Particularly, the tourism and hospitality industry are more sensitive towards the instable environment and the organizations in this industry need to be more responsive for sustaining their growth and survival. Hence, the purpose of this study is to explore the influence of VUCA environment on brand building and responses taken by the high-end star class hotels in Sri Lanka. Researchers have used a qualitative research method and particularly the multiple case study approach in conducting this study. Accordingly, the data was collected using in-depth semi-structured interviews, images, and company documents and the data was analyzed using the generic qualitative data analysis method consists of coding, sorting, synthesizing and theorizing. The findings of the study highlighted the challenges encountered by the hotels in sustaining their brand during a VUCA environment, including threat for customer relations, challenges for internal operational activities and insufficiency in employee talent. The study also identified the strategies used by these hotels to sustain their brand, including innovations for sustaining the brand, novelty in marketing for enhancing customer experience and enhancement of stakeholder wellbeing.The findings imply that hotels are required to focus on innovations while addressing the needs of stakeholders by being more resilient towards the influences from VUCA environment.

Enhancing loyalty in Islamic hospitals: Exploring customer experience as mediating variables

Purpose – This study investigates the impact of service quality and corporate image on customer experience and loyalty within health institutions.Methodology – Utilizing a correlation research design, data were collected from 80 hospital patients using a purposive sampling technique. Data were analyzed using regression analysis in SPSS version 25.Findings – The findings reveal that Service quality and corporate image significantly enhance customer experience. Moreover, while service quality directly influences loyalty, the impact of corporate image on loyalty is mediated by customer experience.Implications – The study suggests Hospitals should focus on improving service efficiency, communication, and patient satisfaction in order to strengthen patient loyalty. Additionally, cultivating a positive corporate image through patient interactions can further enhance the customer experience, leading to increased loyalty. Originality – This study introduces a novel conceptual model that integrates customer experience as a mediating variable to explain loyalty dynamics in health institutions. This study's contributions are particularly relevant for hospital management, although the relatively small sample size may limit the broader applicability of the results.

Impact of Chatbot Service on Bank Performance Based on a Case Study of IBM Corporation

Exploring the impact of chatbot on bank performance helps to identify the potential of this technology to revolutionize the bank's business model and enhance customer experience, while it can improve employee efficiency and provide a scientific basis and guidance for bankers to effectively respond to the increasing competitive market and achieve bank performance growth and sustainable development. This paper delineates the definitions of chatbot and business performance, provides an overview of current research, and examines the influence of chatbots on bank performance. Furthermore, it utilizes IBM's chatbot as a case study to investigate its impact on banking performance, focusing primarily on cost reduction, enhanced customer satisfaction, and improved employee efficiency. At the same time, the banking industry also faces the negative risk impact of chatbot, which mainly includes perceived risk, security threat and moral risk. The paper also concludes with recommendations on the negative risk impacts of smart customer service. This study links chatbot with bank performance to fill the research gap. It also provides an outlook and suggestions for the future development prospects of chatbot in the banking industry.

The power of social content: Transforming digital commerce

In the rapidly evolving digital landscape, brands must adopt innovative strategies to stay competitive and engage effectively with their target audiences. Social content, traditionally confined to social media platforms, has proven to be a powerful tool for brand awareness, customer engagement and driving sales. However, to fully harness its potential, brands must integrate social content across the entire marketing funnel. This approach not only enhances customer experience but also leads to significantly better commercial performance. This paper explores the importance of utilising social content throughout the marketing funnel, discusses different types of social content, examines how content can be made shoppable and provides robust evidence that brands employing this strategy outperform those that do not.

Analysing Segmentation and Behavioural Dynamics in Customer Purchase Behavior

Consumer behavior is one of the most vital aspects of business, given the need to make an enterprise competitive in the market by improving marketing efforts and the product range. The project goes further into the actual segmentation and analysis of consumer behavior in relation to purchase through data analytics and machine learning for the identification of significant trends and patterns. The most important outcome of this phase is that a mere 1% of customers are able to fairly estimate delivery timings, hence showing the most room for further advancement. The implementation also takes place of an intelligent product recommendation system that personalizes product recommendations for a greatly enhanced customer experience. The paper provides strategic recommendation for optimal promotion, steering clear of purchase slumps, e.g. on Saturdays. The outcome is tangible insight for businesses by which they can fine- tune strategies adopted to elevate customer satisfaction. Keywords: Consumer Behaviour, Segmentation, Machine Learning, Data Analytics, Patterns of Purchase, Marketing strategy

Modernizing Mainframe Monitoring: A Comparative Analysis of Observability Dashboarding Tools

Abstract: This article explores the critical role of observability dashboarding in mainframe environments, focusing on the integration and support of modern observability tools. It examines the functionalities and benefits of leading solutions such as Prometheus with Grafana, Dynatrace, Datadog, AppDynamics, IBM Instana, and Checkmk, providing insights into how organizations can enhance their mainframe monitoring capabilities. The article emphasizes the significance of a multi-tool observability strategy, highlighting its advantages in flexibility, redundancy, and comprehensive coverage. Key benefits of effective observability, including proactive issue detection, downtime reduction, improved capacity planning, and enhanced security monitoring, are thoroughly discussed. The article also outlines best practices for implementing observability in mainframes, covering unified dashboards, standardized metrics, automation, training, and continuous improvement. By analyzing these tools and strategies, the research offers valuable guidance for organizations seeking to streamline their observability approaches, ultimately enhancing customer experience and operational efficiency in mainframe-dependent environments. This comprehensive examination of mainframe observability techniques provides a roadmap for leveraging legacy systems alongside cutting-edge monitoring solutions, addressing the evolving needs of modern IT infrastructures.

Analysis of the Impact of Service-Dominant Logic on Value Co-creation in Online Tourism Enterprises

With the rapid development of internet technology, the online tourism market is booming and has become a significant part of the tourism industry. Service-Dominant Logic (SDL), as an emerging business thinking model, emphasizes the interaction and collaboration between producers, consumers, and other stakeholders in jointly creating value. This paper aims to explore how SDL influences the value creation process of online tourism enterprises, analyze its role in enhancing customer experience, strengthening enterprise competitiveness, and promoting sustainable development, and propose corresponding strategic recommendations.

Consumer perspectives on restaurant sustainability: an S-O-R Model approach to affective and cognitive states

ABSTRACT This study explores how sustainable practices in restaurants affect consumer behavior through the Stimulus-Organism-Response (S-O-R) model. It defines sustainability with multi-faceted dimensions of sustainable food, waste management, energy/water conservation, and social engagement. This research also examines how positive emotions and perceived value mediate the relationship between consumers’ perceptions of sustainability and their behavior. Results show that sustainable practices positively impact perceived value and emotions, influencing consumer intentions toward the restaurant. The research extends the S-O-R model to restaurant sustainability and offers insights for managers to enhance customer experience. The study highlights the need for restaurants to effectively communicate their sustainability efforts, emphasizing the importance of integrating sustainability into all aspects of restaurant operations and marketing.

Beyond the Meter: Understanding Consumer Satisfaction with Torrent Power in Bhiwandi

This thesis investigates consumer satisfaction with Torrent Power, an electricity distribution company operating in Bhiwandi, Maharashtra, India. It examines how various factors, including pricing, billing transparency, service quality, and grievance redressal, influence consumer perceptions and satisfaction. By employing a mixed-methods research design, this study explores the complexities of consumer-utility relationships in the Indian context. Findings reveal that while customers appreciate certain aspects of Torrent Power’s services, concerns about pricing, billing clarity, and power outages significantly impact overall satisfaction. Recommendations are provided to enhance customer experience and improve Torrent Power’s service delivery. This research contributes to the growing body of literature on consumer satisfaction in the electricity sector by providing insights into the specific challenges and opportunities faced by a distribution company operating in a developing country context. The findings of this study have implications for policymakers, industry practitioners, and consumer advocacy groups seeking to improve the performance of electricity distribution utilities.

Understanding the impact of tourist behavior change on travel agencies in developing countries: Strategies for enhancing the tourist experience

The study investigates the impact of tourist behavior change on travel agencies in developing countries, with a focus on strategies for enhancing the tourist experience. The research aims to identify the main factors influencing tourist purchasing behavior and understand their relationship with the customer experience. Data were collected from 368 experienced tourists in Ho Chi Minh City and Hanoi, Vietnam, using a combination of convenience and random sampling. Partial Least Squares Structural Equation modeling (PLS-SEM) is employed to analyze the research model. The findings confirm that product quality, product price, brand image, and marketing strategy significantly influence tourist purchasing behavior. Importantly, the results highlight the indirect effect of these factors on purchasing behavior, mediated through customer experience. It suggests that enhancing the customer experience is a crucial aspect of influencing tourist purchasing decisions. Based on these findings, industry managers and travel agents in developing countries should prioritize enhancing customer experience and building a strong brand through personalized services, digital integration, and active social media engagement. Implementing dynamic pricing strategies and targeted marketing campaigns that address safety concerns and highlight local experiences are crucial for competitiveness and attracting travelers post-crisis. Future research should explore the long-term effects of these strategies on travel agency performance and adapt the model to specific regional contexts. By adopting these multifaceted approaches, travel agencies in developing countries can enhance their competitiveness and better navigate the changing tourist behavior in the post-crisis era.

“Good” and “bad” frictions in customer experience: Conceptual foundations and implications

AbstractBusinesses often strive for frictionless customer experiences, assuming that customers always desire seamless interactions. However, recent academic and practitioner discussions suggest that not all forms of friction are detrimental. Reconciling the conflicting views, we propose a framework that defines friction as simply the effort customers exert to complete tasks related to their consumption goals. Furthermore, drawing from the goal striving theory and customer experience literature, we identify and propose four types of friction based on dimensions of task desirability and task value: frustrating, constructive, preference‐based, and rewarding. Our framework challenges the prevailing business practice of eliminating all friction, as evidenced by a topic modeling analysis of announcements related to achieving frictionless customer experiences. Instead, we posit that while frustration friction should be minimized, the other three types of friction offer opportunities for businesses to enhance customer value. Particularly, we caution managers that eliminating constructive friction (i.e., customer effort in low‐desirability, high‐value tasks) may hinder value creation. We also recommend that managers find opportunities to infuse rewarding and preference‐based friction to enhance customer experience. By understanding these nuances, businesses can strike a balance between friction reduction and value optimization in their customer experience designs.

Six Sigma in the Service Industry Case Study and Outlook

This thesis aims to study the practice and application of Six Sigma in the service industry. It comprehends the origin and development of Six Sigma management theory, explains the connotation of Six Sigma and the current status of industrial application, and discusses the successful practice of Six Sigma in improving product quality, optimizing supply chain management, improving operational efficiency and enhancing customer experience, mainly with McDonald's in conjunction with the current application status of many industries. Through case studies, the paper reveals the importance of Six Sigma for service industry companies in improving performance and customer satisfaction. Based on the challenges and opportunities, the paper also discusses the future trends of Six Sigma in the service industry.

Data-Driven Retail: Leveraging Forecasting Models to Enhance Customer Experience and Operational Efficiency

Data-Driven Retail: Leveraging Forecasting Models to Enhance Customer Experience and Operational Efficiency

Café Management System

The Café Management System (CMS) project is designed to revolutionize the traditional café operations by integrating digital solutions to streamline management processes and enhance customer experiences. This thesis explores the development and implementation of a comprehensive CMS, encompassing an Admin Panel, Staff Panel, and Customer Panel. The Admin Panel serves as the central hub for managing the entire system. It includes functionalities such as Staff Management, Product Management, and Customer Management. Admins can efficiently oversee staff schedules, update menu items, and manage customer profiles, ensuring smooth operations. The Staff Panel empowers café employees with tools to improve workflow efficiency. Staff members can take orders, process payments, and generate order reports seamlessly. This panel facilitates better communication and coordination among staff members, resulting in improved service quality. The Customer Panel offers patrons a user- friendly interface to interact with the café digitally. Customers can place orders, make payments, and view order history conveniently. Additionally, they can provide feedback and suggestions, fostering a collaborative relationship between the café and its clientele. Key features of the CMS include order management functionalities such as Place Food Orders and Cancel Orders, facilitating a hassle-free ordering experience for customers. The system also supports secure payment processing and generates detailed receipts for transactions, ensuring transparency and accountability. Furthermore,the CMS provides robust reporting capabilities, allowing administrators to access Order and Payment Reports, as well as view Total Sales data. These insights enable informed decision-making and strategic planning to optimize café performance. Key Words: Payment report, update menu items, food order, cancle order, user friendly interface, Total sales data,Admin panel Services,managing the entire system, staff panel, customer panel, Admin panel,

Assessing the Feasibility Study of XYZ Company’s New Supermarket Branch in Menteng, Central Jakarta

XYZ Company plans to expand into Jakarta’s supermarket market, leveraging Indonesia’s growth in the food and beverage industries. With a population of 273 million in 2024, urbanization, a rising middle class, and evolving consumer behaviours drive sector growth. XYZ Company, with over 40 successful stores in Bali and Lombok, aims to enter Jakarta’s competitive retail market, dominated by players like Hero Supermarket and Carrefour. This feasibility study uses a mixed-methods approach, including interviews, surveys, financial reports, and market analyses. Financial metrics such as Net Present Value (NPV), Internal Rate of Return (IRR), and payback period indicate the project’s viability, with costs estimated at Rp. 22,858,000,000.00. Marketing analysis, using SWOT, TOWS, and Porter’s Five Forces, reveals opportunities for differentiation through premium product offerings and food courts, enhancing customer experience and foot traffic. Significant opportunities for XYZ Company to differentiate include leveraging the growing middle class and diverse consumer preferences. Integrating food courts within supermarkets, a strategy used by competitors like Transmart Carrefour and Grand Lucky Supermarket, can significantly enhance customer experience. Focusing on premium products and readyto-eat meals can attract a broader customer base. Strategic recommendations involve selecting high-traffic locations, expanding the online presence, and adopting sustainable practices to control costs and appeal to environmentally conscious consumers. The study emphasizes adapting to market trends and maintaining financial prudence for long-term profitability. In conclusion, the feasibility study offers a comprehensive analysis of XYZ Company’s proposed expansion into Jakarta. By focusing on strategic market entry, financial planning, and risk management, XYZ Company can successfully establish its presence in Jakarta’s competitive retail market, ensuring sustainable growth and profitability.

Sentiment-based predictive models for online purchases in the era of marketing 5.0: a systematic review

The convergence of artificial intelligence (AI), big data (DB), and Internet of Things (IoT) in Society 5.0, has given rise to Marketing 5.0, revolutionizing personalized customer experiences. In this study, a systematic literature review was conducted to examine the integration of predictive modelling and sentiment analysis within the Marketing 5.0 domain. Unlike previous research, this study addresses both aspects within a single context, emphasizing the need for a sentiment-based predictive approach to the buyers’ journey. This review explores how predictive and sentiment models enhance customer experience, inform business decisions, and optimize marketing processes. This study contributes to the literature by identifying areas of improvement in predictive modelling and emphasizes the role of a sentiment-based approach in Marketing 5.0. The sentiment-based model assists businesses in understanding customer preferences, offering personalized products, and enabling customers to receive relevant advertisements during their purchase journey. The paper’s structure covers the evolution of traditional marketing to digital marketing, AI’s role in digital marketing, predictive modelling in marketing, and the significance of analyzing customer sentiments in their reviews. The Prisma-P methodology, research questions, and suggestions for future work and limitations provide a comprehensive overview of the scope and contributions of this review.

AI software for personalized marketing automation in SMEs: Enhancing customer experience and sales

This review paper explores the role of AI software in personalized marketing automation and its impact on customer experience and sales in Small and Medium-sized Enterprises (SMEs). By examining key AI technologies such as machine learning, natural language processing, and predictive analytics, the paper highlights how these tools enable businesses to deliver personalized content and recommendations, enhancing customer engagement and retention. The study also discusses the significant improvements in sales performance and return on investment (ROI) that SMEs can achieve through AI-driven marketing strategies. It includes case examples of successful implementations and outlines emerging trends and future opportunities for leveraging AI. The paper concludes with implications for SMEs and recommendations for future research, emphasizing the need for ongoing innovation and ethical considerations in AI adoption.