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How can customer service be so bad in an era when companies collect endless data on customer interactions? The purpose of this paper is to contribute to the important challenge of elevating customer service delivery by providing guidelines for when and how to select optimal measures of customer service measurement using a new decision framework.

The paper uses a comprehensive, multi-dimensional review of extant literature related to customer service, journey mapping and performance measurement and applied a qualitative, taxonomic approach for model development.

A process model and customer journey mapping framework can facilitate the selection and application of appropriate and relevant customer service experience metrics to enhance customer service experience strategies, creation and delivery.

The taxonomy of customer service metrics is limited to current publicly and commercially available metrics. The dynamic nature of the customer service environment necessitates continuous updates of the model and framework.

Selection of customer service performance measures should match relevant stages of the customer journey; use perception-based, operational and outcome-based metrics that track employee and customer behaviours; improve omni-channel measurement; and integrate data-sharing and benchmark measurement initiatives through collaboration with customer service communities.

A reimagined perspective is offered to the complex challenge of measuring and improving customer service, providing a new decision-making framework for customer service experience measurement and guidance for future research.

This paper aims to extend the customer complaint behaviour (CCB) knowledge by introducing a visual technique called customer complaint journey mapping as a means of capturing and understanding multi-faceted service failures involving multiple actors.

Research participants were trained to record contemporaneous accounts of future dissatisfactory dining experiences. Minimising issues of memory recall whilst faithfully capturing complainants' raw emotions. These recordings formed the basis for follow up interviews, based on the critical incident technique.

The central finding of this paper was how other actors outside of the traditional service dyad played a dynamic role in co-creating a complainants' emotions and subsequent behaviours.

The resulting customer complaint maps give deep insights into the complex social dynamics involved in CCB, providing a powerful tool for both researchers and staff responsible for recovery strategies.

The mapping framework provides an innovative means of capturing the actual complaint experiences of customers and the role of other actors, utilising a multi-method approach designed to address various limitations of existing CCB research.

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.

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.

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

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.

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.

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

The definition of value adopted by the current service perspective on marketing theory is value as value-in-use. Surprisingly, however, little attention has been given to the question of what constitutes value-in-use for customers in service contexts? Therefore, the aim of this study is to provide an empirical account of value-in-use from service customers' point of view.

To capture and analyze customers' experiences of value-in-use in the typical service context of retail banking, this study employed a narrative-based critical incident technique (CIT) and a graphical tool called the value chart.

The study identified seven empirical dimensions of positive and negative value-in-use: solution, attitude, convenience, expertise, speed of service, flexibility and monetary costs. Interestingly, these value-in-use dimensions overlap considerably with previously identified dimensions of service quality.

The concepts of service quality and value-in-use in service contexts seem to represent the same empirical phenomenon despite their different theoretical traditions. Measuring customer-perceived service quality might therefore be a good proxy for assessing value-in-use in service contexts.

As the findings indicate that service quality is the way in which service customers experience value-in-use, service managers are recommended to focus on continuous quality management to facilitate the creation of value-in-use.

This study is the first to explicitly raise the notion that in the minds of service customers, value defined as value-in-use and service quality may represent the same empirical phenomenon.

The modelling landscape experiences a rich proliferation of modelling language, or metamodel. The emergence of cross-disciplinary disciplines, such as enterprise engineering and service engineering, necessitates a multi-perspective approach to traverse the component from strategic level to technological aspect. This paper aims to find a unifying structure of metamodels introduced by academics and industries.

A grounded approach is taken to define the structure by collating the metamodels to form an emerging structure. Metamodels were collected from a literature survey from several interrelated disciplines: software engineering, system engineering, enterprise architecture, service engineering, business process management and financial accounting.

The result suggests seven stereotypes of metamodel, characterized by its label: goal, enterprise, business model, service, process, software and system. The aspect of “process” holds a central role in connecting all other aspect in the modelling continuum. Service engineering can be viewed as an alternative abstraction of enterprise engineering in containing the concepts of “business model”, “capability”, “value”, “interaction”, “process” and “software”.

Metamodel collection was performed to emphasize on representativeness rather than comprehensiveness, in which old and unpopular metamodel were disregarded unless it offer unique characteristic not yet represented in the collection. Owing to its bottom-up approach, the paper is not intended to identify a gap in metamodel offering.

This paper produces a structure of metamodel landscape in a graphical format to illustrate correlation between metamodels in which evolutive patterns of metamodel proliferation can be observed. The produced structure can serve as map in metamodel continuum.

A common way for academic libraries to support student success is through partnership with writing centers. Practices such as applying service design thinking to develop and inform integrated library and writing center services can lead to a student-focused space. This chapter outlines how service design, studio pedagogy, and peer learning informed the setup and ongoing services in The Undergrad Research and Writing Studio (URWS or, the Studio), a shared space in the Oregon State University Libraries. The URWS model is grounded in studio pedagogy, which employs a “propose-critique-iterate” approach to student writing development (Brocato, 2009). Research and writing consultants assist student writers when they have a question, mirroring libraries’ point of need service approach. Librarians and studio faculty collaborated on the training curriculum, which emphasizes how research and writing are intertwined processes. Peer consultant reflection and assessment inform the ongoing development of the overarching program, service, space, and training, ensuring alignment with the ethos of centering students and their learning.

Comparatively, while the voice of customers, employees, and other stakeholders have been identified as key components of corporate and marketing communication, little attention has been paid to how organizations listen to, make sense of, and use the information provided. The research reported in this article examined how a multinational corporation and its subsidiaries listen to their customers, employees, and other stakeholders and explored how corporate listening can be improved for mutual benefits.

This article reports participatory action research within a multinational corporation operating in Europe, Canada and Australia, which set out to become a “listening organization” to improve its relationships and performance. The research was informed by interviews, observation, content analysis of relevant documents, and critical reflection.

This analysis illustrates the need for and benefits of looking beyond statistical data to analyze textual, aural and visual data available from call centers, open-end survey comments, complaints, correspondence, social media and other sources, and it identifies methods, tools and technologies for ethical insightful corporate listening.

This article advocates a “turn” from a focus on voice to focus on listening, noting that expression of the voice of customers, employees and other stakeholders has no value to them or organizations without active listening.

This paper reports an in-depth study of corporate listening to multiple stakeholders and identifies opportunities for increased insights and understanding that can lead to tangible benefits for both organizations and their stakeholders.

The purpose of this paper is to define and develop digital products market segments in Tehran based on consumers’ buying decision-making styles (CDS) and testing applicability of Sproles and Kendall’s model [consumer style inventory (CSI)] for this steady growing market in Tehran and contributing to theories of market segmentation.

This research used exploratory factor analysis (EFA) to explore and identify digital products shoppers CDS. In addition, to determine whether the selected items and factors loaded, measured the identified CDS correctly, confirmatory factor analysis (CFA) was used to substantiate the number of explored CDS. Then, cluster analysis was executed to pinpoint decision-making groups and demographic characteristics such as gender, marital status, age, education and digital shopping experience to profile the diagnosed clusters.

Five CDS were distinguished for digital products customers (four former styles and one new one’s named “Premeditated buying”) through EFA and CFA analysis as a tool for segmenting; four clusters are, namely, “Best Seekers”, “Premeditators”, “Innovation Seekers”, and “Price Insensitive”.

It will be beneficial to companies focussing on the Iranian digital market. This study identifies each cluster behaviour based on demographic data too.

This is the first study focussing on market segmentation using extracting digital products decision-making styles. As the new shopping style, “Premeditated buying”, has been explored from this analysis and due to the nature of digital products, this CDS has not been found in previous studies and is unique to Iranian digital products shoppers.