Understanding Of Customer Experience Research Articles

Customer Experience and Sustainable Development among Hostels: The Mediating Role of Green Innovation

Purpose: While customer experience (CE) is a crucial marketing concept, the expanding body of research in this area has resulted in substantial fragmentation and theoretical confusion. This is particularly evident in its relationship with other performance constructs. Additionally, little is known about how CE contributes to sustainable development (SD) in the hotel industry. To address the gaps in existing literature and contribute to theory, this study examined how CE influences SD through green innovation (GI). Methodology: It was a quantitative study, employing the cross-sectional design. Data was collected from 197 individuals in leadership/management/supervisory roles in selected hotels in Ghana, using a structured questionnaire. The Partial Least Squares Structural Equation Modeling (PLS-SEM) technique was employed to estimate the hypothesised model on CE, GI, and SD. Findings: The findings showed a significantly positive direct relationship between CE and SD, and indirect relationship through GI. Unique Contribution to Theory, Policy and Practice: The study’s novelty lies in the integration of GI as a mechanism through which CE influences SD. It was demonstrated that to promote green innovation, and then sustainable development, hotels should enhance customer experience. It was thus recommended that hotels in Ghana invest in training programmes for employees to enhance their understanding of customer experience, creating positive sustainable and green practices.

Modeling the Customer Experience Using Machine Learning for Optimizing the Performance of Telecommunications Networks: Case of Mobile Networks

Customer experience is a major issue for telecommunications companies seeking to offer quality and personalized services in an environment where customer expectations are constantly evolving. Measuring this experience is a complex challenge, particularly with regard to the impact of network performance on customer usage and, consequently, on their satisfaction. In this context, an in-depth analysis on the relationships between network performance indicators and customer experience was carried out in the network of the telecommunications operator Orange Cameroon (OCM). A method based on machine learning and deep learning was used to predict the behavior of network performance indicators. QoE value thresholds and network performance indicators have been defined for different levels of customer satisfaction. A machine learning model made it possible to obtain precise predictions of customer satisfaction. The results obtained showed that customer satisfaction can be reliably predicted from network performance indicators and QoE. This approach offers a better understanding of the customer experience and allows telecommunications operators to act proactively to improve user satisfaction across all actions related to their use. The application of the results of this study presents a significant impact at different levels. At the national level, telecommunications operators can optimize their services and react more quickly to network incidents, thus improving customer satisfaction and loyalty. This strengthens the competitiveness of telecommunications companies by providing a better customer experience. Globally, a better understanding of customer experience is driving the evolution of the telecommunications industry as a whole

Customer experience in social commerce: A systematic literature review and research agenda

AbstractSocial commerce (SC) is an upcoming trend that has changed the online shopping experience by allowing e‐retailers to develop long‐term relationships with customers and increase sales. Empowered by Web 3.0, SC offers many‐to‐many interactions, enhancing the quality and quantity of social interaction related to the seller–customer, information searches, and product/service delivery. The customer experience (CEX) has been well developed both in the online and offline contexts. However, limited attention has been paid to examining CEX in the SC setting. This study aims to conduct a systematic review of the literature to develop a conceptual framework exploring both the antecedents and consequences of CEX in the SC setting. In the process, we make three significant contributions to academia and practice. First, the study contributes to our understanding of CEX in the context of SC. Second, it proposes a conceptual framework by identifying antecedents of CEX and potential consequences using the consumer culture theory. Finally, it highlights a subject relevant to academia and practice while proposing recommendations for further research.

Customer Experience in Social Commerce: Thematic and Intellectual Structure Mapping Using Bibliometric Analysis

The customer experience (CX) in Social Commerce (SC) as a research area gained momentum in two decades after scholars discovered its influential role in loyalty, repurchase intention, competitive advantage, and overall firm performance. Importantly CX, despite being a frequently studied topic, a thorough bibliometric study of the CX construct in the context of SC has never been studied; we look to cover this lacuna in literature. Specifically, this study aims to use bibliometric evaluation to gain a comprehensive interpretation of CX in the SC context. We collated one hundred sixteen articles from Scopus and Web of Science. Then, we combined bibliographic coupling and keyword analysis to map the scientific evolution of the CX construct in SC. We found five clusters using a bibliographic coupling, following a meticulous content analysis; they included: (1) CX and group buying, (2) CX and Swift guanxi, (3) CX and information support, (4) CX and emotional support, and (5) CX and Impulse buying. We believe that the findings would be helpful for decision-makers and policymakers who desire to improve their understanding of CX in SC, in addition to scholars working in the SC field.

The visual analytics of big, open public transport data – a framework and pipeline for monitoring system performance in Greater Sydney

ABSTRACT Many cities, countries and transport operators around the world are striving to design intelligent transport systems. These systems capture the value of multisource and multiform data related to the functionality and use of transportation infrastructure to better support human mobility, interests, economic activity and lifestyles. They aim to provide services that can enable transportation customers and managers to be better informed and make safer and more efficient use of infrastructure. In developing principles, guidelines, methods and tools to enable synergistic work between humans and computer-generated information, the science of visual analytics continues to expand our understanding of data through effective and interactive visual interfaces. In this paper, we describe an application of visual analytics related to the study of movement and transportation systems. This application documents the use of rapid, 2D and 3D web visualisation and data analytics libraries and explores their potential added value to the analysis of big public transport performance data. A novel approach to displaying such data through a generalisable framework visualisation system is demonstrated. This framework recalls over a year’s worth of public transport performance data at a highly granular level in a fast, interactive browser-based environment. Greater Sydney, Australia forms a case study to highlight potential uses of the visualisation of such large, passively-collected data sets as an applied research scenario. In this paper, we argue that such highly visual systems can add data-driven rigour to service planning and longer-term transport decision-making. Furthermore, they enable the sharing of quality of service statistics with various stakeholders and citizens and can showcase improvements in services before and after policy decisions. The paper concludes by making recommendations on the value of this approach in embedding these or similar web-based systems in transport planning practice, performance management, optimisation and understanding of customer experience.

Customer Experience Determinants: A Review in Online Purchase Context

Creating memorable customer experience seemed to be the center of today's retail practices. The concept customer experience is well defined, and sufficient literature is available in face-to-face retail context, but in the online context,itis scare. The purpose of this study is to explore and provide the literature review on online customer experience. The study follows the systematic methodology to review the literature. A total of 39 papers were identified as relevant for the study. The search criteria are based on peer-reviewed and impact factor journals. The period of the articles ranges across 30years from 1985 to 2015. Content analysis was performedmanually, and data extraction form was used to segregate and summarize the data. The study provides three contributions to both academics and practitioners. First, the study offers a broader understanding of customer experience in online contexts. Second, it identifies and discusses the determinants of online customer experience from the literature review. Finally, it suggests a conceptual framework of online customer experience for future testing.

Fun, inspiration and discovery: from momentary experiences to overall evaluations

PurposeThis paper aims to use a concurrent mixed method approach to explore the key variables that can influence customer experience at a food and wine event.Design/methodology/approachA concurrent mixed methods approach, using a participant-generated image (PGI) method, together with a recall survey, provided images with associated narratives, descriptive statistics, correlations and hierarchical multiple regression analysis to explore how attendees appraise their experiences based on their goals and the link between experience appraisals and overall evaluations.FindingsThrough the PGI method (N = 25), the authors determined that customer experience at the event could be viewed as a hierarchical model, comprising a fundamental sensory experience together with three higher-order customer experience components (fun, discovery and inspiration). A separate concurrent recall study (N = 598) demonstrated the relationship between the same four customer experience components and overall satisfaction as well as recommendation and repeat visitation.Practical implicationsThe results suggest that to promote positive customer experiences, along with the product of the event itself, event managers should focus on activity programs that are fun, inspirational and novel, as well as sensory.Originality/valueThis study focuses on a single case study of an event to examine and extend our understanding of customer experience. The use of a concurrent mixed methods approach provides us with different types of data from two separate samples of participants. By integrating data from each study the authors are able to build a conceptual model of the salient dimensions of customer experience and then quantitatively analyze how these salient dimensions are related to outcome variables.

Customers’ emotion regulation strategies in service failure encounters

PurposeThe purpose of this paper is twofold: first, to determine the role of emotions in customer evaluation of service failures; and second, to examine how customers’ emotion regulation impacts customer satisfaction and behavioural responses (e.g. repurchase intentions and negative word-of-mouth).Design/methodology/approachA scenario-based survey was used to elicit responses in a hospitality setting. Structural equation modelling and hierarchical regression analysis were used to test the proposed hypotheses.FindingsResults show that both positive and negative emotions mediate the relationship between perceived injustice and customer satisfaction. The emotion regulation of customers through suppression and reappraisal influences the effects of satisfaction on both negative word-of-mouth and repurchase intentions.Practical implicationsThis study advances service managers’ understanding of customer experience during service failure by demonstrating how emotion regulation influences customer response behaviours. With a better understanding of customers’ emotion regulation strategies, managers and frontline employees can more effectively develop and execute recovery strategies which adapt to customer emotions while eliciting more satisfying outcomes.Originality/valueThis research is one of the first to examine the moderating role of customers’ emotion regulation strategies in determining their behavioural responses. Conducted in the hospitality services context, this study provides support for relationships among perceived injustice, customer emotions, emotion regulation, customer satisfaction, negative word-of-mouth and repurchase intentions.

Understanding casino experiential attributes: An application to market positioning

Customer experience is becoming more critical in the service encounter. Although the literature is beginning to understand the role of experience in enticing customer satisfaction and loyalty, the criteria of customer experience evaluation is missing. The objective of this article is to explore the attributes that customers use to gage their experience in the context of the casino. In addition, the relationships between customer characteristics and the experience attributes are also investigated. The authors present a perceptual map illustrating the market position of major casinos in Macau based on the experiential attributes customers defined. The findings shed new light on the understanding of customer experience and provide scholars and managers insights into the factors that relate to various experiential attributes in the context of casinos. This study also presents an alternative method that allows researchers to interpret the dimensions of a perceptual map more objectively.