Customer Experience Management Research Articles

Device‐mediated customer behaviour on the internet: A systematic literature review

AbstractThe proliferation of smartphones, tablets and other digital devices in addition to traditional computers has transformed the Internet into a device‐mediated environment. While these devices provide immediate access to similar Internet sources, they differ significantly in their characteristics, such as screen size, operation mode and context of use. As a consequence, behaviours on the Internet along the customer journey vary substantially depending on the device used. To summarize the fast‐growing body of research on device‐mediated customer behaviour, a systematic, framework‐based literature review of 59 articles from the last decade was conducted. Through an examination of the antecedents, decisions and outcomes investigated in the publications, the review presents a conceptual framework that highlights the relation between device characteristics, decision processes and behavioural outcomes. The review further summarizes the theories, contexts and methods employed in the studies and sets an extensive future research agenda. We found that the extant literature lacks comprehensive theories and clear definitions of digital devices in the omnichannel environment. Furthermore, existing findings should be generalized for other contexts (e.g. industries and countries) and validated via the introduction of other research designs and methods. The understanding of device‐mediated behaviour and the consequently arising marketing measures remains scarce. Thus, this review advances the comprehension of customer behaviour on the Internet and provides researchers and practitioners with information on the implications for customer experience and omnichannel management.

Do they see eye to eye? Managing customer experience in phygital high-tech retail

PurposeThis paper aims to empirically investigate the typologies of phygital (synaeresis of “physical” and “digital”) customer experiences (CXs) that can arise in high-tech retail based on the intensity of consumers' responses and reactions to the stimuli triggered by firms. Moreover, it explores how firms attempt to shape the architecture of the phygital CXs. Notably, this article identifies the flexible and agile strategies implemented by firms to enhance the several typologies of phygital CXs, with the intention of better exploiting physical and digital features to respond to the differences in customers' needs, preferences and expectations.Design/methodology/approachThis study performs an in-depth exploratory single-case study based on semi-structured interviews with the customers, managers and employees of the Webidoo Store.FindingsThis study develops a framework illustrating the main typologies of ordinary (“hostile”, “controversial” and “disappointing”) and extraordinary (“passionate” and “explorative”) CXs that can arise in phygital contexts. Also, it identifies some key flexible and agile strategies (“decompressive strategy”, “mentoring strategy”, “prompting strategy” and “entertaining strategy”) that companies might follow to adjust their offerings and respond quickly to the different forms of phygital CXs to create a more compelling experience tailored to customers' needs, preferences and expectations.Research limitations/implicationsAmong the study's limitations are the single-case study methodology and a specific setting like the Italian one. As a result, future studies could broaden the study to include other research contexts and countries. The paper offers significant managerial insights based on the many forms of CX across ordinary and extraordinary CXs. Thus, it provides critical takeaways for businesses to meet customer demand.Originality/valueThis paper analyzes the different typologies of ordinary and extraordinary CXs that could occur in phygital contexts based on the intensity of consumers' responses and reactions to firms' stimuli. Also, it explores how firms attempt to shape the architecture of the phygital CXs through flexible and agile strategies. From this paper, managers and decision-makers can reflect on successful strategies they could use to affect the stimuli to which customers respond in an agile manner, thus enhancing phygital CXs.

Brand Management in Product Customization Dimensions Participation in Building and Customer Experience Management.

Brand Management in Product Customization Dimensions Participation in Building and Customer Experience Management.

Travellers’ online sharing across different platforms: what and why?

旅行者在不同平台上的在线分享：关于“什么””和“为什么”的讨论研究目的目前文献对旅游体验启示的认识有限。 本研究通过调查评论平台的特征（即时间维度和交互性）对此问题的影响来填补空白, 以生成客户体验的整体视图。研究设计/方法/途径本研究分析了来自谷歌评论、TripAdvisors 和 Twitter 的数据, 包括三年内关于印度尼西亚科莫多国家公园的 41,914 条记录。 运用了解释性顺序混合方法, 采用朴素算法、意见词典和隐含狄利克雷分布进行主题建模的定量情感分析, 然后进行定性分析。研究结果调查结果支持所提出的平台特征与通过平台共享的客户体验程度之间的相互作用。 对数据的进一步阐述, 提出了评论平台的时间维度和交互特征与平台经验分享之间关系的五个命题。研究原创性/价值本研究通过一项原创和初步的努力收集了关于客户体验的整体观点。 它为客户体验管理的理论和实践带来了宝贵的启示, 尤其是在旅游领域。

Combining corporate environmental sustainability and customer experience management to build an integrated model for decision-making

PurposeThe aim of this work is to provide a theoretical model that can help companies to develop a unique approach to achieve both corporate environmental sustainability (CES) and successful customer experience management (CEM).Design/methodology/approachA two-phase study achieved the research aim. The first phase consisted of the analysis of contemporary theoretical contributions with a focus on CES and CEM. In the second phase, taking a qualitative approach, the key dimensions identified in the initial analysis were investigated to explore the dominant perceptions of practitioners and to hone the theoretical categories.FindingsFive innovative pathways emerged from the study to inform decision-making while maintaining the dual objectives of CES and successful CEM. These pathways are combined to offer a strategic tool for managers and for research advances. This original integrated model also offers six novel theoretical propositions that describe how to shape corporate decisions to achieve environmental sustainability in CEM.Research limitations/implicationsFirms can benefit from an approach that integrates CES and CEM to develop a new mindset for an innovative and valuable decision-making process and to design more captivating experiences for customers. Nevertheless, the efficacy and generalizability of the theoretical framework and propositions require empirical testing.Originality/valueThis paper makes an original contribution to the environmental sustainability and marketing literature by bringing together all elements in these fields of research in a conceptual model. Moreover, this paper proposes theoretical propositions that advance knowledge of the subject and offer ideas for future research and managers.

Decision Support Methodology Based on Evaluation of Customer Experience and Telecommunications Operator Efficiency Indicators

The article considers the methodology for dynamic analysis of the cognitive model for assessing customer experience in the context of communication providers. The relevance of the study is due to the need for telecom operators to have a decision support system that allows analyzing dependence of customer experience on the efficiency of the company's operating environment, as well as emulating customer experience management scenarios in the context of the main sales and service processes. The objective of the study is to formalize the methodology of dynamic analysis of the model for assessing the integral customer experience that is based on fuzzy cognitive maps of the hierarchical structure. In particular, the mechanics of changing target factors (i.e., customer experience indicators) when perturbing control factors (i.e., operational performance indicators that affect customer experience) are investigated.

Customer experience management for highly demanded services in the financial market in crisis

Purpose: to provide differentiated marketing solutions for manage customer experience based on various demographics, behavioral characteristics and customer values in the process of servicing for investing in gold.Methods: the current study was based upon general scientific methods of analysis and synthesis, applied methods of marketing research. The field market research and analysis of customer experience were carried out in relation to investment opportunities available in banks: physical gold and depersonalized metal accounts. A qualitative research method included “Mystery shopper” – a covert participant observation research of 8 banks in Moscow – the major players offering services for investing in gold.Results: the authors found out that investing in gold becomes in demand during the crisis time. Gold, as an investment opportunity, is a protective asset and retains its value in a long term. The target segments potentially interested in investing in gold can be determined by demographic and behavioral characteristics, desired benefits and values. The authors analyzed the customer experience journey of two segments in the process of investing in through different banking channels. The customer experience was illustrated with customer experience maps that propose management solutions for banks that desire to offer gold investment services.Conclusions and Relevance: in the context of geopolitical and economic instability, the demand for investment opportunities in gold remains high. While customers value high level of services and investment appeal banks are interested in obtaining a stable income. To provide a mutually beneficial cooperation it is important to create a level of service that would fully meet consumer demand. The basis to create a high-quality service for investing in gold include specific management strategies enabling to receive omnichannel (both digital and non-digital) customer experience in various customer segments.

Customer experience management in capsule hotels: a content analysis of guest online review

PurposeCapsule hotels are a revolutionary Japanese concept of lodging that dates back over four decades. On the other hand, capsule hotels are a relatively new concept for most travelers outside of Japan. Organizations within this target segment are starting to recognize the critical role that an excellent customer experience management (CEM) strategy offers in improving competitiveness and organizational success. Thus, this research provides scholastic insight into the framework of CEM by evaluating the user-generated content at capsule hotels.Design/methodology/approachThis study inspected 1,304 online user-generated content from the top 10 capsule hotels from Booking.com. Leximancer 4.5 was deployed to analyze the data.FindingsThe analyses revealed nine key themes to CEM of capsule hotels which are “staff,” “hotel,” “area,” “location,” “bed,” “capsule,” “check-in,” “noisy” and “luggage”.Practical implicationsThis research encourages hospitality and tourism executives to develop specific strategies for capsule hotels.Originality/valueThis research differs from previous writings in that it attempts to fill a gap in the research by offering insight into the issue in the low-budget hotel industry and by identifying key indicators that influence customer experience.

Customer Experience Management as a Priority Area of Trade Enterprises’ Activity

Currently, customer experience management is re cognized as a strategic direction of logistics management of enterprises in the field of wholesale and retail trade. Therefore, the purpose of this article is a theoretical generalization of existing approaches to determining the essence and content of the concept of “customer experience management” of trade enterprises, taking into account the specifics of their functioning. The article theoretically summarizes and systematizes conceptual approaches to defining the essence of the concepts “customer experience” and “customer experience management”. The author’s approach to the interpretation of these terms is provided. The concept of “customer experience” is proposed to be considered as the experience of forming an effective system of partnership relations between a trading company and various categories of consumers as a result of increasing the level of trust, loyalty, service and quality of logistics service. Customer experience management is understood as a continuous integrated process, which is carried out through the implementation of commercial, marketing and logistics management functions of trading enterprises using modern methods, digital technologies and information systems. A statistical analysis of the main indicators of the development of economic entities in the sphere of wholesale and retail trade of Ukraine in the pre-war period was performed. A structural and logical diagram of the process of strategic management of the client experience of a trade enterprise has been built. It has been established that the following can be attributed to the modern trends in the transformation of the customer experience management system as an important component of the logistics management of trade enterprises: personalization of products and communication using information technologies; adaptive approach to interaction with consumers; building a business strategy for brands, advertising and marketing strategies using digital tools; application of a complex approach to the management of commercial activities; creation of a fundamentally new marketing structure (emergence of specialists in consumer preferences and data processing); acquiring skills in collecting large databases and using them; ensuring multichannel marketing communications; introduction of chatbots as one of the effective ways to provide instant customer support; development of business models for the organization of electronic retail trade.

Enhancing Internal Branding Outcomes through Customer Experience Management: New Empirical Insights from the Automotive Industry

Companies increasingly strive to optimise the external customer experience by systematically building on customer experience management (CEM). Based on the internal carleasing service of Porsche AG, this article shows how leaders can correspondingly benefit from applying this expertise to their employees’ interactions when offering services or benefits that are similar to the company’s external offerings. By doing so, companies can authentically demonstrate brand values and actively engage employees in a positive brand experience, thus enhancing internal branding outcomes. The results of a qualitative study provide a set of directions and actions to guide managers towards the internal implementation of CEM in various sectors. Furthermore, the findings of a subsequent quantitative study reveal that this implementation can lead to positive impacts on employee satisfaction with the offered service, enhance loyalty towards employers as well as improve employee brand knowledge, belief in brand and brand endorsement.

ЗМІНИ СПОЖИВЧОЇ ПОВЕДІНКИ В УМОВАХ ТРАНСФОРМАЦІЇ ЦИФРОВИХ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ

The article examines the theoretical aspects of the concept of digital marketing and digital communications. The advantages of digital marketing communications over traditional ones have been determined, the number of advantages of digital marketing outweighs the number of advantages of traditional ones. The differences between digital marketing communications and traditional ones are considered. The article conducted a study of digital marketing trends, during which it was determined that the main trends are: metauniverse, artificial intelligence, customer experience management, short videos, simple, clear messages, influencers, employee involvement in communication, LinkedIn as a powerful tool of B2B digital marketing spheres, emphasis on the basics. It was determined that the fullscale invasion of the Russian aggressor on part of the territory of Ukraine had a significant impact on the development and change of trends in digital marketing communications in Ukraine. Changes that occurred in the behavior of the Ukrainian consumer under the influence of political events are considered. New well-known military images have appeared, the factors affecting the choice of a brand have changed, the attitude towards the practical actions of brands and the use of humor in advertising has changed, most Ukrainians consider it appropriate to use military themes in advertising. The main marketing components of marketing communications, which are relevant today, are highlighted, among them technical and meaningful. It has been established that the main steps that will allow supporting digital marketing communications at the technical and meaningful levels are the following: work with free channels, leave only the necessary communication channels to reduce costs, test and sacrifice quality, and you need to read well before posting something news and weed out fakes, delete what turned out to be inappropriate, do not speculate on values, sincerely talk about your real help.

ПОТЕНЦИАЛЬНЫЕ ВОЗМОЖНОСТИ И ОГРАНИЧЕНИЯ УПРАВЛЕНИЯ КЛИЕНТСКИМ ОПЫТОМ ПОКУПАТЕЛЕЙ ПРОДУКТОВ ДЛЯ УКРЕПЛЕНИЯ ЗДОРОВЬЯ НА РОССИЙСКИХ ОНЛАЙН-МАРКЕТПЛЕЙСАХ ЯНДЕКС.МАРКЕТ, ОZON И WILDBERRIES

The trend towards increased self-care for health and the emergence of new sales channels in the digital environment, which continued after the COVID-19 pandemic, have become drivers for changing the purchasing practices of Russian consumers. In Russia, there occurred an increase the demand for healthy food products including niche products, dietary supplements, sports nutrition as well as there appaeared both new opportunities and certain restrictions for their purchase on Russian online platforms – the marketplaces Yandex.Market, Ozon and Wildberries. Advertising within marketplaces helps marketeers to promote healthy food products, thereby influencing consumer choice by customer experience management. Marketing tools for customer experience management are bonus accumulating, usage of rating systems, extended selection by product categories, the ability to sort by popularity, by update, by benefit (selection by discount and price reduction), reviews, and evaluation of products by previous buyers. New sales technologies and customization of online retail bring significant changes to consumer practices.

Employee experience journey mapping: a new approach to attracting talent in the tourism sector in the shadows of covid-19

Purpose – While customer experience management has become an essential practice for service businesses, employee experience management is a less frequently used tool. This research aims to illustrate how the customer experience mapping approach can be applied as a strategic part of employee experience planning, taking into account tourism-specific HR challenges. Design – Despite the increasing attention given to employee experience in academia, there is a lack of research extending journey mapping to employees and a clear understanding and implementation of the concept in relation to hospitality employment. Methodology – The study includes step-by-step instructions for creating an Employee Experience Journey Map. The action research project is based on interviews with the manager of a 5-star hotel ( HR ) in Budapest. During the joint work with the hotel, the manager gave iterative feedback, so that the Journey Map was continuously improved and completed. Approach – The application of the Employee Experience Journey Mapping concept includes the identification of touch points and critical ‘pain points” and the development of proposed solutions. Findings – The creation of an employee journey map can help determine the steps necessary to reduce turnover intent and improve the employee experience. Originality of the research – The results of the study show that it is important to develop an employee journey based on personas. In addition, it is beneficial for the marketing and HR departments to treat employee experience planning as a joint project.

The digital transformation of agri marketing: Managing customer experience

The digital transformation of agri marketing: Managing customer experience

ОСОБЕННОСТИ ВНЕДРЕНИЯ ИНФОРМАЦИОННОЙ СИСТЕМЫ CUSTOMER DATA PLATFORM (CDP) ДЛЯ УПРАВЛЕНИЯ КЛИЕНТСКИМ ОПЫТОМ С УЧЕТОМ АРХИТЕКТУРЫ ПРЕДПРИЯТИЯ

The article describes the omnichannel model, examines the role of the client data management platform as a link in building communications with clients. The functionality is analyzed, as well as the stages and features of the implementation of the Customer Data Platform (CDP) for managing customer experience, considering the enterprise architecture, are identified.

Сучасні тенденції менеджменту ресторанного бізнесу

Abstract. Introduction. The restaurant industry is one of the most competitive businesses in the world. To succeed in an industry where competition is high and profit margins are low, you need to manage your restaurant business effectively. It consists of interrelated variables of both internal and external environment. They are characterized by the complexity of connections, the rapid change of information, and the mobility of factors. The restaurant industry is a complex branch of the economy that has its own specific features. This means that the management of restaurant establishments should be based on taking into account both the peculiarities of the restaurant industry and the characteristics of the environment in which the restaurant business operates. In turn, the solution to this problem is possible thanks to taking into account modern trends in the management of restaurant establishments, understanding its essence, principles, approaches, and technologies of modern management science. A dialectical method of cognition, a comprehensive approach to the study of economic phenomena, and a systemic vision of management issues were used for the theoretical and methodological justification of the main provisions of the study. They made it possible to formulate scientific results and provide practical recommendations. Purpose. The purpose of the article is to substantiate the theoretical provisions of the essence of restaurant management, to identify trends in its development, and to develop practical proposals for effective management in the restaurant business. Results. The author justified the concept of management in the restaurant industry. The need for a practical approach to the management of restaurant business establishments has been proven. The main areas of restaurant business management are highlighted, including personnel management, kitchen management, business reputation management, service management,customer relationship management and customer experience management, marketing management, financial management, supply management, technical and technological service management. The main trends in the development of management in the restaurant industry have been formed, which are based on modern aspects of the functioning of the industry, taking into account world experience. Practical proposals for implementation of management in restaurants have been developed. Conclusions. The author proved that management in the restaurant industry is a specific type of activity that is carried out in order to achieve goals in this business through the effective use of all resources. It should be based on modern trends in the development of the restaurant business and its features, taking into account the significant influence of external factors.

Customer experience management strategies in upscale restaurants: Lessons from the Covid-19 pandemic

This study addresses customer experience management (CXM) in upscale restaurants. Specifically, it examines restaurateurs’ perceptions of customers’ changing needs following the outbreak of the Covid-19 pandemic. In addition, it identifies restaurants’ CXM strategies that are being used now and could be retained in the future to provide memorable customer experiences. A qualitative study was conducted via in-depth interviews with managers of Michelin-starred restaurants in 12 countries. Lexical analysis was used to examine customers’ needs and reflexive thematic analysis to identify CXM strategies. Before the pandemic, customers sought “immersive” and “amazing” experiences, while after, they craved “reassuring”, “sociable”, and “unparalleled” gastronomic experiences, as well as an experiential home service delivery. In addition, previous CXM strategies (i.e., customer experiential immersion, engagement, intrigue, and listening) have been superseded by reassurance, conviviality, gastronomic experimentation, and home luxury gastronomic experience delivery. This study provides a model of CXM to support restaurant managers in creating memorable CX.

The Effect of Company Reputation and Customer Experience on Customer Loyal Behavior Citylink Indonesia

The goal of this study is to see how the VIP customer research object at Citylink Indonesia Airlines affects customer loyalty. So according research on the impact of customer experience on regular customers, patrons who receive a positive ” are more likely to return for another purchase, more likely to recommend the business to friends, and less inclined to shift to competitors. According to the findings of this study, customer experience management factors play an important role in business competitiveness. Emotional experiences, according to the literature, play an important role in customer loyalty to a company's brand. This finding is in accordance with the study's findings that airline image and service quality have a significant influence on customer behavioral intentions. Because a brand's experience includes a consumer's subjective experience and behavior, customer experience is related to customer loyalty. The airline's image, trust, and additional services all contribute to the overall expertise. Customers who have a happy impression and thus be willing to repurchase the service.

Customer Success Management: The new imperative in sales for recurring revenue?

Customer Success Management is the next evolution in complex sales that drives growth. Moreover, Customer Success Management is a modern holistic sales philosophy and part of a professional customer experience management strategy. The following conceptual paper discusses fundamental thoughts based on value-based selling, customer success focus, and a clear view on a perspective beyond selling that will gain importance in the future.

Performance Comparison of K-Means and DBSCAN Methods for Airline Customer Segmentation

Organizations are now fully embracing ideas such as customer success, customer loyalty, customer experience management and customer satisfaction. The application of these concepts must be based on three pillars of technology, process and people, to ensure that the organization ultimately has satisfied, loyal and successful customers. In today's competitive environment, as in all sectors, gaining great services in the aviation industry can provide a competitive advantage. With this study, it is aimed to help aviation companies to know how their services should meet the needs of customers and to obtain passenger satisfaction. Customer segmentation is widely used, which groups objects according to the similarity difference on each object and provides a high level of homogeneity in the same cluster or a high level of heterogeneity between each group. The aim of this study is to examine airline passenger satisfaction by using data mining methods including K-Means and Density-based spatial clustering of applications with noise (DBSCAN) clustering algorithms to reveal the service quality importance for customer satisfaction. K-Means algorithm achieved slightly better results than DBSCAN algorithm with a Silhouette value of 0.1450671.