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Article
Publication date: 13 June 2008

Shin'ya Nagasawa

The purpose of this paper is to explain the relationships and the meaning of the customer experience management approach, which involves manufacturing and fabrication…

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4429

Abstract

Purpose

The purpose of this paper is to explain the relationships and the meaning of the customer experience management approach, which involves manufacturing and fabrication influenced by human kansei with respect to the management of technology (MOT).

Design/methodology/approach

Four cases of experience value creation from earlier work are presented. An interview was held with the product manager of each product or CEO of each company. According to the interview, the paper analyses experience values of four cases based on the five modules.

Findings

As a result of analyzing INAX “SATIS”, NISSAN “X‐TRAIL”, Canvas Bag by “Ichizawa Hampu” and Albirex Niigata from the viewpoint of the creation of customer experiences, it was found that each of them has high standards for all values of SENSE, FEEL, THINK, ACT and RELATE, meaning that they are like an ensemble of customer experiences. They create not only functional benefit but also customer experiences by the MOT approach.

Originality/value

This paper explains the relationships and the meaning of the customer experience management approach, which involves manufacturing and fabrication influenced by human kansei with respect to the Management of Technology (MOT) and will be of interest to those involved in that field.

Details

The TQM Journal, vol. 20 no. 4
Type: Research Article
ISSN: 1754-2731

Keywords

Content available
Article
Publication date: 11 September 2020

Forbes Makudza

The purpose of this paper is to analyse and evaluate the effect of customer experience management (virtual interaction, physical interaction and service interaction) on…

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3131

Abstract

Purpose

The purpose of this paper is to analyse and evaluate the effect of customer experience management (virtual interaction, physical interaction and service interaction) on customer loyalty in the banking industry.

Design/methodology/approach

The study followed an explanatory research design to sample 384 respondents. Stepwise regression analysis was used to validate the relevance of the study model.

Findings

The results indicated that there is a positive association between customer experience management and customer loyalty. The dimensions of customer experience management, namely virtual interaction, physical interaction and service interaction, were also found to be statistically significant in explaining customer loyalty behaviour.

Practical implications

The study practically influences the way banks and other financial institutions gain competitive advantage through managing the experiences of customers in a volatile business environment. At a time when banks are no longer the only providers of financial services, the study offers a road map to reduce portfolio purchasing and switching behaviour through enhanced experience management at all customer touch points.

Originality/value

The study presents an augmented model of customer experience management which is linked to consumer loyalty.

Details

Journal of Asian Business and Economic Studies, vol. 28 no. 3
Type: Research Article
ISSN: 2515-964X

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Article
Publication date: 12 March 2021

Hamed Dabaghi, Saeid Saieda Ardakani and Seyed Mohammad Tabataba’i-Nasab

The purpose of this paper is to focus on the emerging phenomenon of medical tourism in the context of Iran from a customer experience management perspective and benchmark…

Abstract

Purpose

The purpose of this paper is to focus on the emerging phenomenon of medical tourism in the context of Iran from a customer experience management perspective and benchmark of their judgment including positive or negative, of the experience they have achieved of the Iranian health (medical) experience (CE) and suggest scenarios for the improvement of the Iranian customer experience management (CEM).

Design/methodology/approach

The research methodologies and research methods that are used in this descriptive-analytical research are based on an inspection of the remarkable literature related to medical tourism and customer experience management. The data gathering instrument is a researcher-made questionnaire based on the variables in the conceptual model extracted from the research literature. The study was conducted from May to August 2019. The population cohort of this study was the foreign patients calling selected Iranian hospitals and the sampling method was a purposive and snowball sample of prospective medical tourists. As the study was conducted throughout Iran, some important hospitals in Iran were selected by stratified sampling Yang et al. (2020b). The sample size and data saturation were 500 participants Lv and Song (2019). The collected data using the questionnaire were analyzed by SPSS software and statistical tests.

Findings

According to the results, the customer experience management statistical significance in the task aspect is (p = 0.0523), in the mechanical aspect is (p = 0.0563), in the human aspect is (p = 0.0544). The study showed positive customer experience among the patients who had been treated in the Iranian hospitals.

Originality/value

There is a lack of study that focuses on medical tourism and customer experience management in Iran. Therefore, based on the results of this study, the experience of medical tourists in Iran proved to be positive and satisfying. As little research has been conducted in the area of customer experience management (CEM) in Iranian medical tourism, future researchers can use these valuable results precisely and in more detail to benchmark more accurately the customer experience in all areas of medical and health tourism and other research areas in different aspects of CEM in Iran.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 20 August 2018

Marianna Sigala

This paper aims to debate the technology-driven transformation of customer relationship management (CRM) into social CRM, which entails a shift from a transactional and…

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5043

Abstract

Purpose

This paper aims to debate the technology-driven transformation of customer relationship management (CRM) into social CRM, which entails a shift from a transactional and automational solution to a customer experience management philosophy, reflecting high levels of customer empowerment.

Design/methodology/approach

A literature review provides a critical analysis of the concept, tenets, aims and implementation approaches of social CRM. Arguments are summarised by developing a process-based framework for implementing social CRM.

Findings

By adopting a value co-creation approach that recognises the technology-fostered customer empowerment, the social CRM highlights the need to immigrate from relationship management to relationship stewardship. In this vein, social CRM implementation should support and foster dialogue facilitation and customer engagement in co-creating customer experiences. To achieve these, five approaches for implementing social CRM are proposed: collecting, analysing and interpreting customer insight; monitoring and improving the performance of CRM; developing holistic and seamless personalised customer experiences; gamifying CRM and loyalty programmes; and nurturing community relationship management.

Research limitations/implications

The five approaches to social CRM implementation are identified and validated based on current industry practices, theoretical arguments and anecdotal evidence of professionals’ perceptions about their outcomes. Future research is required to collect hard evidence showing the business and customer impacts of these approaches.

Practical implications

Social CRM immigrates relationship management from a transactional to a customer experience mindset that treats customers as co-creators of value and demands the tourism and hospitality firms to exploit the affordances of information and communication technologies to collect and analyse customer data for better understanding the customer; develop customer touch points that do not only aim to sell but also primarily aim to enhance the customer interactions and experiences; consider and treat the customers and the customer communities as co-creators, brand ambassadors and stewards of relations; and motivate and enable customer participation into value co-creation processes for developing customer experiences and building relationships.

Originality/value

Research in social CRM is emerging, but it mainly focusses on defining its scope and identifying the functionality and adoption of social CRM technology. The paper contributes to the literature by proposing five specific approaches and a process framework for implementing social CRM. Various directions for future research are also provided.

Details

International Journal of Contemporary Hospitality Management, vol. 30 no. 7
Type: Research Article
ISSN: 0959-6119

Keywords

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Article
Publication date: 29 April 2021

Timo Rintamäki, Mark T. Spence, Hannu Saarijärvi, Johanna Joensuu and Mika Yrjölä

The purpose of this study is to address two issues relevant to those managing product returns: (1) how customers perceive the returning process and assessing the extent…

Abstract

Purpose

The purpose of this study is to address two issues relevant to those managing product returns: (1) how customers perceive the returning process and assessing the extent that these perceptions have on satisfaction with the organization, loyalty and word-of-mouth (WOM) and (2) are these outcomes moderated by whether customer returns were planned or unplanned?

Design/methodology/approach

The data consisted of 21 semi-structured interviews (pilot study) and a quantitative survey (n = 384; main study) targeted at consumers who had bought fashion items online.

Findings

Qualitative insights revealed that perceptions of the returning experience are driven by monetary costs, convenience, stress and guilt. Quantitative findings showed that the returning experience explains return satisfaction for both planned and unplanned returners, and returning satisfaction explains overall satisfaction and WOM. The noteworthy difference concerns loyalty: although customers that planned to return items are more loyal to the organization, it is the unplanned returners whose loyalty can be significantly increased by better managing the returning process.

Practical implications

Returning products online is increasingly common and thus forms an important part of the customer's overall experience with an organization. Returns management can therefore drive key customer outcomes. Understanding the dynamics between the product return experience, return satisfaction and customer outcomes will help practitioners design and implement more informed returns management strategies. Measures are also presented that assess the cognitive and emotional aspects associated with returning products.

Social implications

Returning products is an increasingly important challenge for online retailers. Understanding what kinds of returning behaviors occur allows companies to design and execute better informed decisions to manage this phenomenon, not only for the sake of firm performance but also for societal and environmental benefits – the triple bottom line.

Originality/value

While scholars have investigated the relationship between return policies (e.g. free vs fee) and profitability, no prior literature has examined the returning experience: how consumers perceive the returning process; motivations for their returns (whether returns were planned or not) and subsequent customer outcomes.

Details

International Journal of Physical Distribution & Logistics Management, vol. 51 no. 4
Type: Research Article
ISSN: 0960-0035

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Article
Publication date: 8 February 2021

Ian R. Hodgkinson, Thomas W. Jackson and Andrew A. West

Customer experience is more critical than ever to firms’ successes and future growth opportunities. Typically measured through aggregate satisfaction scores, businesses…

Abstract

Purpose

Customer experience is more critical than ever to firms’ successes and future growth opportunities. Typically measured through aggregate satisfaction scores, businesses have been criticized for oversimplifying what experience means. The purpose of this study is to provide a new perspective on experience management and offers a novel way forward for customer-centric strategizing.

Design/methodology/approach

Mapping the current digital technologies being used across businesses in all sectors to engage and connect with customers more effectively, this paper outlines some of the fundamental challenges of experience management and future opportunities to enhance business practice.

Findings

Businesses are capturing what they know about customers, rather than what a customer thinks and feels about the firm. Many experience management initiatives create customer pains (not gains), while for businesses, decision-making can be jeopardized by fake customer data. A framework based upon the five experience dimensions is presented for optimal customer-driven decision-making.

Practical implications

Going beyond aggregate satisfaction scores that serve as an output rather than an input into businesses strategizing, the paper presents an actionable framework for targeted investments and enhanced experience management practices.

Originality/value

Businesses are seeking to grow intelligent customer experience analysis capabilities to disrupt traditional business models toward greater customer-centricity and to track the digital spread of positive and negative experiences. Examining how this is being done and where the weaknesses lie by bridging management practice and the scientific literature, this paper provides new knowledge to advance customer-centric strategies for growth and profitability.

Details

Journal of Business Strategy, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0275-6668

Keywords

Content available
Article
Publication date: 26 June 2020

Francesco Schiavone, Daniele Leone, Annarita Sorrentino and Alessandro Scaletti

The study aims to provide an exploratory investigation of the magnitude of the customer-centric approach in the specific area of healthcare as a contribution to the scarce…

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1290

Abstract

Purpose

The study aims to provide an exploratory investigation of the magnitude of the customer-centric approach in the specific area of healthcare as a contribution to the scarce and preliminary literature on this topic. In particular, it explores the role of sharing economy-based (SE-based) platforms as an experiential touchpoint to co-create value within different levels. Specifically, the purpose of the study is threefold. First, it aims to address the service experience innovation in healthcare with a customer-centric approach. Second, it seeks to define the role of the SE-based platform as a touchpoint to redefine business processes, and third, it measures the co-created value within the network when redesigning the service experience.

Design/methodology/approach

To address the research question, the authors proposed an analysis of service innovation and customer centricity in healthcare networks by using the case study of Saluber, an SE-based platform that offers logistics services for non-emergency medical transportation in the Campania region (south of Italy). By using a qualitative approach, the authors analysed primary and secondary data from multiple sources of evidence.

Findings

The results show that a customer-centric approach based on the SE-based platform can improve the customer experience and help to redesign and expand the business processes of healthcare organisations. A multilevel model demonstrates the possible service innovations that use SE principles that can co-create value for the customer (micro level), for the healthcare network (meso level) and for the community (macro-level).

Research limitations/implications

This study provides managerial implications for the players who intend to take advantage of the possibilities offered by service innovations developed by the health and social organisations in the network. The SE-based platform helps redefine business processes to improve clinical and financial outcomes and improves the overall customer experience within this network.

Originality/value

This study allows new and important reflections from ethical, social and managerial points of view and underlines how digital platforms act as a support for healthcare services, not as a substitute.

Details

Business Process Management Journal, vol. 26 no. 4
Type: Research Article
ISSN: 1463-7154

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Article
Publication date: 2 September 2020

Khalid Hussain, Fengjie Jing, Muhammad Junaid, Qamar Uz Zaman and Huayu Shi

This study aims to investigate the outcomes of customers’ co-creation experience in a realistic and routinely performed co-creation setting, a restaurant. To fulfill this…

Abstract

Purpose

This study aims to investigate the outcomes of customers’ co-creation experience in a realistic and routinely performed co-creation setting, a restaurant. To fulfill this purpose, the current study links the branding literature to hospitality research and offers a novel framework by incorporating customers’ co-creation experience, customer brand engagement, emotional brand attachment and customer satisfaction in an integrated research model.

Design/methodology/approach

Data were collected from 421 diners at Chinese hotpot restaurants via a self-administered questionnaire. The reliability and convergent and discriminant validities were established through confirmatory factor analysis, and then hypotheses were tested through structural equation modeling.

Findings

This study demonstrates that customers’ co-creation experience with a restaurant brand positively impacts customer brand engagement, emotional brand attachment and customer satisfaction. In addition, current study examines these relational paths at the dimensional level by taking the co-creation experience and customer brand engagement as multidimensional constructs. The resulting in-depth investigation reveals that the hedonic, social and economic experience dimensions of co-creation experience positively influence customer satisfaction, emotional brand attachment and customer brand engagement’s buying, referring, influencing and feedback dimensions.

Practical implications

This study helps relationship and brand managers better understand customer experience in co-creation settings and paves the way for managers to devise engagement strategies.

Originality/value

The current study marks an initial attempt to delineate the outcomes of customers’ co-creation experience in a realistic co-creation setting. Furthermore, the study is first of its kind that investigates the relationship of co-creation experience and customer brand engagement at the dimensional level.

Details

Journal of Product & Brand Management, vol. 30 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 20 April 2015

Frederic Ponsignon, Philipp Klaus and Roger S. Maull

The purpose of this paper is to explore how financial services (FS) organizations manage the customer experience. It aims to establish what practices are used, to…

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2248

Abstract

Purpose

The purpose of this paper is to explore how financial services (FS) organizations manage the customer experience. It aims to establish what practices are used, to articulate the role of the FS context in influencing the choice of practices, and to identify how these practices support experience co-creation from the perspective of the organization.

Design/methodology/approach

The authors adopt a multiple case study approach. In total, 23 cases provide a rich understanding of the phenomenon studied which permits grounding the findings on robust data.

Findings

The authors identify five practices that are consistently used by FS organizations to manage the customer experience. The findings suggest that four industry-specific characteristics affect the choice of these practices. The results also reveal how these practices support the co-creation of the customer experience.

Research limitations/implications

The authors focus on the FS context only, do not examine the impact of the practices on performance, and do not explore experience co-creation from the perspective of the customer.

Practical implications

Adopting these practices can facilitate a more co-created customer experience, which in turn can provide FS organizations with a competitive differentiator.

Originality/value

The paper advances current knowledge by revealing five customer experience management practices that are specific to the FS context. Moreover, this is one of the first studies to explore experience co-creation from the perspective of the organization and to identify ways in which organizations can support customers in co-creating the experiences.

Details

Journal of Service Management, vol. 26 no. 2
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 17 October 2016

Ahmad Beltagui, Marina Candi and Johann C.K.H. Riedel

The purpose of this paper is to identify service design strategies to improve outcome-oriented services by enhancing consumers’ emotional experience, while overcoming…

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3140

Abstract

Purpose

The purpose of this paper is to identify service design strategies to improve outcome-oriented services by enhancing consumers’ emotional experience, while overcoming customer variability.

Design/methodology/approach

An abductive, multiple-case study involves 12 service firms from diverse online and offline service sectors.

Findings

Overall, six service design strategies represent two overarching themes: customer empowerment can involve design for typical customers, visibility, and community building, while customer accommodation can involve design for personas, invisibility, and relationship building. Using these strategies helps set the stage for a service to offer an emotional experience.

Research limitations/implications

The study offers a first step toward combining investigations of service experience and user experience. Further research can strengthen these links.

Practical implications

The six design strategies described using examples from case research offer managerial recommendations. In particular, these strategies can help service managers address the customer-induced variability inherent in services.

Originality/value

Extant studies of experience staging have focused on particular sectors such as hospitality and leisure; this study contributes by investigating outcome-focused services and identifying strategies to create unique experiences that offset variability. It also represents a rare effort to combine research from service management and interaction design, shedding light on the link between service experience and user experience.

Details

Journal of Service Management, vol. 27 no. 5
Type: Research Article
ISSN: 1757-5818

Keywords

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