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Book part
Publication date: 8 August 2022

Mats Carlbäck

To be successful in today's experience economy, hospitality and tourism firms need to be attentive to detail and have the right information to manage a variety of aspects related…

Abstract

To be successful in today's experience economy, hospitality and tourism firms need to be attentive to detail and have the right information to manage a variety of aspects related to their businesses and their performance, not least when it comes to experiences. The old-fashioned way of producing offerings based on the management's and organization's knowledge and traditional way of operating may not suffice in the future. The attention must instead be centered on the actual source of data – the customer – as they are the ones assessing the value of the offering, and they are the ones, hopefully, willing to pay for the experiences.

At the same time hospitality and tourism managers get inadequate information and support from the data available in their management systems to help them in their efforts to create memorable experiences for their customers. The objective here is, by using theoretical frameworks and concepts like the resourced-based view (RBV) and customer experiential knowledge management (CEKM), among others, to analyze and develop the EA-approach from a strategical perspective to enhance the possibilities to create and maintain competitive advantages for the hospitality and tourism firms, foremost the SMEs (small and medium-sized enterprises).

The identified solution will therefore be the implementation and use of customer-centred management systems where the focus should be aiding the process of creating experiences, increase customer value and by this strengthen the businesses' competitive advantage. This could be of particular interest postCOVID when the industry will do everything it can to bounce back at full strength.

Details

Contemporary Approaches Studying Customer Experience in Tourism Research
Type: Book
ISBN: 978-1-80117-632-3

Keywords

Book part
Publication date: 1 August 2017

Birgit Bosio, Katharina Rainer and Marc Stickdorn

Many companies struggle with the assessment of customer experience. This chapter aims to demonstrate how mobile ethnography tackles this issue by assessing data in a holistical…

Abstract

Purpose

Many companies struggle with the assessment of customer experience. This chapter aims to demonstrate how mobile ethnography tackles this issue by assessing data in a holistical way, in-situ, and in real-time.

Methodology/approach

The chapter describes the implementation of a mobile ethnography project in a tourist destination, including participant recruitment, data collection, data analysis, and the derivation of insights.

Findings

The mobile ethnography project allowed to gain deep insights into the customers’ journeys.

Research limitations/implications

Future research will need to further investigate questions of participant recruitment, the effectiveness of incentives as well as the performance of the data collection process. Furthermore the findings of this case need to be replicated in the context of other industries, as well as in other cultural contexts.

Practical implications

Mobile ethnography allows companies to gain more information on customer experience in real-time, thus with reduced cognitive and emotional bias. Therefore, the method can help to improve the touristic service offering and, consequently, customer experience.

Originality/value

As companies are searching for new approaches to research and manage customer experience, this chapter is of high value for both academia and practice.

Book part
Publication date: 26 November 2020

Taşkın Dirsehan and Meltem Çelik Dirsehan

In recent years, with the development of technology, the number of contact points between companies and their customers has multiplied. From the company point of view, companies…

Abstract

In recent years, with the development of technology, the number of contact points between companies and their customers has multiplied. From the company point of view, companies may reach their customers through multiple marketing channels. Moreover, business intelligence necessitates increasing data sources, strengthening the power of analysis tools, and developing knowledge to be used as a competitive advantage. On the other hand, today’s mostly digitized customers expect more than just commoditized products or services. Customer activation creates experiences that make them feel strong as agents perpetrating the structure (brand strategies) by taking an active role instead of being passive. In other terms, customers are in the main decision position to plan the structure. Thus, companies should design unique and memorable customer experiences through different channels in an integrated way, which is called omnichannel. Omnichannel customer experience management is possible by determining and coordinating customer touch points. In other terms, a melody should exist at these interaction points. This book aims to contribute to this advancement by first providing general reviews of the literature, then covering the pillars to design omnichannel customer experiences, and lastly providing technology-enhanced applications from several industries. This book aims also to provide fresh conceptual insights and thinking about the ways to design and develop omnichannel customer experiences.

Details

Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

Keywords

Book part
Publication date: 8 August 2022

Mohsin Abdur Rehman, Eeva-Liisa Oikarinen and Mari Juntunen

The customer experience (CX) in the field of tourism and hospitality has captured new heights. The study aims to understand how CX has been studied in the tourism and hospitality…

Abstract

The customer experience (CX) in the field of tourism and hospitality has captured new heights. The study aims to understand how CX has been studied in the tourism and hospitality field history using bibliometric analysis. A total of 188 research articles in the Web of Science (WoS) database were selected for bibliometric analysis using VOSviewer from 2008 to 2021. The citation analysis highlighted the most influential journals published in CX within the tourism and hospitality field. Bibliographic coupling along with content analysis helps to categorize intellectual structure in six clusters: (1) Customer experience in the physical environment, (2) Technology-oriented customer experience, (3) Customer experience as driver of well-being, (4) Emotional value in the consumption experience, (5) Behavioral intentions-oriented customer experience, and (6) Total customer experience. Even though bibliometric analysis has gained attraction in business research and growing trends of the experience economy, CX within the tourism and hospitality field was not yet explored comprehensively. The current study was an effort to fill this gap by examining how customer experience in the tourism and hospitality context has been evolved historically. Theoretical, social, and practical implications are presented to establish future research directions.

Details

Contemporary Approaches Studying Customer Experience in Tourism Research
Type: Book
ISBN: 978-1-80117-632-3

Keywords

Book part
Publication date: 4 May 2021

Anindita Banerjee

An essential part of any customer experience management strategy is providing a seamless experience. One of the roadblocks, often a recurring barrier, is the presence of silos…

Abstract

An essential part of any customer experience management strategy is providing a seamless experience. One of the roadblocks, often a recurring barrier, is the presence of silos. Many people see corporate silos as a function of the organisational structure. But that is only one part of the problem. Influencing siloed mindsets across the length and breadth of the organisation is probably a more significant challenge. The siloed structure and mindset together impact the culture of the organisation that, in turn, affects their quality of customer experience management. This chapter covers the essential aspects of understanding the meaning of silos, including a historical, cultural and organisational perspective on what creates silos. While silos are inevitable, their adverse consequences are not. This chapter provides directions on how to overcome the adverse aspects of silos, thereby enabling better management of customer experiences. Multiple examples, from a customer as well as an organisation point of view, are used to highlight this dimension. The chapter also covers the role of a leader in breaking a silo culture and enabling successful application of various strategies for customer experience management.

Abstract

Details

Debates in Marketing Orientation
Type: Book
ISBN: 978-1-78769-836-9

Book part
Publication date: 26 November 2020

K. Ilgın Çakiroğlu and Özgür Çengel

As the world moves toward globalization, new trends and applications are on the rise as an attempt to meet the ever-changing needs of consumers. In this sense, new technologies…

Abstract

As the world moves toward globalization, new trends and applications are on the rise as an attempt to meet the ever-changing needs of consumers. In this sense, new technologies have been introduced as a means to differentiate the product and service offerings along with some emerging retailing perspectives. It is obvious that omnichannel retailing is cited as one of the emerging trends in marketing. In this globe, customer experience management plays a crucial role in establishing sustainable omnichannel retailing strategies. Considering all the variables in the business environment, it is seen that effective tools of omnichannel operations should well be implemented as a response to effectively compete in the business environment. This chapter reveals some of the major literature and applications in the context of omnichannel retailing whereby the most concern of interest is given to the importance of customer experience and its formation.

Details

Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

Keywords

Book part
Publication date: 4 May 2021

Sapna Popli and Bikramjit Rishi

This chapter brings all the key points from each of the earlier chapters together towards a framework for crafting and executing an effective customer experience (CX) strategy. We…

Abstract

This chapter brings all the key points from each of the earlier chapters together towards a framework for crafting and executing an effective customer experience (CX) strategy. We go back to the ‘how of customer experience management (CEM)’ discussed in the first chapter and connect the dots for the readers through the process and include the common roadblocks and challenges that come in the way to achieve CX results. In this chapter we also link up customer experience to the big ideas of customer centricity and customer engagement. Finally, we discuss the future of customer experience and how CXM/CEM continued to evolve during the COVID-19 pandemic.

Book part
Publication date: 26 November 2020

Zeynep Bilgin-Wührer and Gerhard A. Wührer

Understanding the customer has been the focus of attention of businesses and academia for many decades. Starting in 1960s, complex buyer behavior models developed by Nicosia, by…

Abstract

Understanding the customer has been the focus of attention of businesses and academia for many decades. Starting in 1960s, complex buyer behavior models developed by Nicosia, by Howard and Sheth (1969), were followed by Engel, Blackwell and Miniard in 1978 (Engel, Blackwell, & Miniard, 1990) to understand the buying process, shaping the thoughts today about consumers’ experiences in an omnichannel world. Interest in customer perceptions and expectations (Parasuraman, Berry, & Zeithaml, 1991), SERVQUAL (Parasuraman, Zeithaml, & Leonard, 1985) and SERVPERV (Cronin & Taylor, 1994) moved the academia to discuss the relationship marketing (Morgan & Hunt, 1994; Parvatiyar & Sheth, 1999; Peterson, 1995; Sheth & Parvatiyar, 1995). Wilson’s model (1995) of buyer–seller relationships extended the former models with additional concepts like social bonds, comparison level of alternatives, power roles, technology, structural bonds and cooperation as influencers on relationship development stages. His emphasis reflects a high relevancy in the omnichannel world of customers’ interactions today. Winer (2001), a pioneer to discuss the customer relationship management focused on a database to know about customers’ purchase history and interests. The millennium look at customer lifetime value is again relationship focused. For Fader, Hardie, and Lee (2005) rather the long-term focus of the consumer value and actions are important to understand the loyalty and nonlinear nature of relations. While Reinartz and Kumar (2003) focused on profitable customer lifetime and customer heterogeneity, Verhoef (2003) analyzed the impact of customers’ relationship perceptions and relationship marketing instruments on both customer retention and customer share development. The customer-centric thinking was first discussed by Grönroos (2006) within a new definition of marketing. The service dominant logic (Vargo & Lusch, 2008) resulted in the next highlight, the co-creation of value with customer involvement and customer advisory (Güngör, 2012; Güngör & Bilgin, 2011; Messner, 2007) empowering the customers and giving them the control over the supplier networks. Different factors will be influential at different stages of the buying process of customer clusters. The Web- and non-Web-based customer-centric measures can be multifold. Andersson, Movin, Mähring, Teigland, and Wennberg (2018) and Bank (2018) emphasize the importance of technology readiness focus throughout the customer–supplier journey. The question to be answered is, to which extent the empowered customers and the suppliers of this age are ready to adopt, embrace and finally use new technologies in the omnichannel world of holistic interactions that form new visions, expectations, values and desires in a tremendous speed. Ideas and experiences are shared and exchanged in online communities without the need of the involvement of the suppliers. This “holistic view” challenges firms further through the seamlessness it requires to create unity. Customer-centric research needs a new push for the development of instruments and measures to cope with the consumer decision process challenges. Process thinking is needed to capture the purchasing habits in an omnichannel world and to build a new thought for customer journey experience with the aim to understand technology-linked value propositions of customer clusters to optimize channel interactions. Customer journeys have to focus and describe the online/offline experiences at the hybrid shopping mile, trace the behavioral influential factors of the customers’ and sellers’ world in a technological environment. This chapter will discuss “Technology based Orbit Interactions” for “The Hybrid Shopping Mile and its Customer Journey Mapping” with a “Customer Intelligence Framework.” The outcome of the hybrid customer journey mapping gives orientation for customer-management decisions in developing new approaches.

Details

Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

Keywords

Book part
Publication date: 4 May 2021

Vandana Srivastava, Sanjeev Kishore and Deepika Dhingra

Over the last decade, customer experience management has gradually emerged as the most important activity for organisations. Organisations have turned towards leveraging the…

Abstract

Over the last decade, customer experience management has gradually emerged as the most important activity for organisations. Organisations have turned towards leveraging the ubiquitous and easy-to-use technology in enhancing and enabling experience for the time-crunched customers of today who are looking for greater convenience and choices. It is therefore not surprising that disruptive technologies such as smartphones, virtual and augmented reality, cloud computing, big data analytics, Internet of things, artificial intelligence and robotics have also found their way into the design of customer experience. This chapter aims to present an overview of the technologies that have transformed the customer experience landscape. This chapter contributes by showcasing two illustrative cases from very diverse domains, a private sector bank and a public sector transportation organisation, to elucidate how India, a rapidly developing economy, is embracing technology to enhance the customer experience.

Details

Crafting Customer Experience Strategy
Type: Book
ISBN: 978-1-83909-711-9

Keywords

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