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1 – 10 of over 1000Donelda S. McKechnie, Jim Grant and Fatema Shabbir Golawala
This paper aims to discuss partitioning an air travel service encounter into touchpoints according to elements and phases, which are depth and breadth, respectively, using the…
Abstract
Purpose
This paper aims to discuss partitioning an air travel service encounter into touchpoints according to elements and phases, which are depth and breadth, respectively, using the conceptual framework of Le Bel. The empirical findings further the dialogue about the service encounter construct.
Design/methodology/approach
A total of 12 distinctive touchpoints within the joining and intensive phases of any air travel service encounter are reviewed for importance using travel purpose and nationality as segmentation variables. Respondents participated through an online questionnaire and face‐to‐face approach from a fieldworker; they were not engaged in an air travel service encounter at the time of the study. Data analysis includes descriptive statistics, independent sample t‐tests and paired sample t‐tests where the latter considered a named airline from the region.
Findings
The findings indicate touchpoints to be sufficiently distinctive that partitioning a service encounter provides opportunities for quality improvements directed at customer satisfaction outcomes. Notably, greater importance is typically given to the intensive phase touchpoints than those in the joining phases thus placing more emphasis on activities within service encounters' simultaneous production/consumption. Touchpoint preference is evident for travel purpose and passenger nationality segmentation criteria. When an airline is named, respondents appear more discriminating about touchpoint quality compared to those in generic service encounters.
Originality/value
Academically, partitioning strengthens the links between the service encounter construct and service quality and provides additional information beyond expectations‐perceptions results. Industry value is derived for practitioner marketers when distinctive touchpoints are taken from a partitioned service encounter providing opportunities for segmenting and targeting consumers accordingly.
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Ragnhild Halvorsrud, Knut Kvale and Asbjørn Følstad
The purpose of this paper is to propose a framework based on customer journeys for a structured portrayal of service delivery from the customer’s point of view. The paper also…
Abstract
Purpose
The purpose of this paper is to propose a framework based on customer journeys for a structured portrayal of service delivery from the customer’s point of view. The paper also introduces customer journey analysis (CJA) for empirical investigation of individual service experiences in a multichannel environment.
Design/methodology/approach
The paper presents case studies for onboarding new customers on broadband services. CJA starts with modeling of the service process in terms of touchpoints. The individual customer journeys are reconstructed through methodological triangulation of interviews, diary studies, and process tracking.
Findings
The paper provides empirical insights into individual customer journeys. Four types of deviations during service delivery are identified: occurrence of ad hoc touchpoints, irregularities in the sequence of logically connected touchpoints, occurrence of failures in touchpoints, and missing touchpoints. CJA seems effective in revealing problematic and incoherent service delivery that may result in unfavorable customer experiences.
Practical implications
For a service company, the proposed framework may serve as a unifying language to ease cross-departmental communication and approach service quality in a systematic way. CJA discloses the gap between the planned and actual service delivery and can be used as a tool for service improvement.
Originality/value
The framework provides concepts, definitions, and a visual notation to structure and manage services in terms of customer journeys. CJA is a novel method for empirical studies of the service delivery process and the associated customer experience.
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Marco Ieva and Cristina Ziliani
The explosion in the number of touchpoints is putting pressure on companies to design omnichannel customer experiences aimed at achieving long-term customer loyalty. The purpose…
Abstract
Purpose
The explosion in the number of touchpoints is putting pressure on companies to design omnichannel customer experiences aimed at achieving long-term customer loyalty. The purpose of this paper is to examine the relative importance of 24 touchpoints in contributing to customer loyalty intentions.
Design/methodology/approach
Data were collected by means of a survey on almost 6,000 subjects belonging to the Nielsen consumer panel. Two ordinary least squares regression models with clustered standard errors estimate the relationship between touchpoint exposure – measured in terms of reach, frequency and positivity – and customer loyalty intentions in the mobile service sector.
Findings
Reach has a significant relationship with customer loyalty intentions as far as eight touchpoints are concerned. Positivity, when controlling for frequency of exposure, is related to customer loyalty intentions as far as nine touchpoints are concerned.
Practical implications
Results provide guidance for mobile service providers on customer experience management strategies and specifically on touchpoint prioritization, adaptation, monitoring and design.
Originality/value
This study addresses two relevant research gaps. First, most studies focus on single or a few touchpoints without considering the variety of touchpoints within the customer journey (Lemon and Verhoef, 2016). Second, no studies focus on the relative contribution of touchpoints to customer loyalty intentions (Homburg et al., 2017).
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This research aims to identify critical brand touchpoints that generate value for customers and brands and examine their effects on two relational outcomes: relationship quality…
Abstract
Purpose
This research aims to identify critical brand touchpoints that generate value for customers and brands and examine their effects on two relational outcomes: relationship quality and word of mouth (WOM).
Design/methodology/approach
Three studies combining qualitative and quantitative research provide evidence distinguishing four different stages of customer experience in the telecom industry and develop a research model of staged customer experience; structural equation modeling analyses are used to validate the proposed model and test for the examined effects.
Findings
Customer experience in the telecom industry consists of four related but distinct stages (i.e. pre-touch, in-touch, post-touch and service failure) and these stages have direct and indirect effects on WOM. Furthermore, the effects of customer experience stages on WOM are partially mediated by relationship quality.
Research limitations/implications
The research model introduced here will allow academics and practitioners to focus their efforts on important touchpoints that influence relationship quality and WOM. Future research should examine the proposed model of staged customer experience in different applications and industries.
Practical implications
A common myth among marketers is that firms should design a painless experience if they want a superior market position. While avoiding a drain on financial resources, the prime objective should be to provide a holistic customer experience that is valuable to customers and the brand alike. Marketers should disregard touchpoints and stages that do not provide noticeable value.
Originality/value
This research answers the call for a more appropriate model to elucidate the factors that link customer experience with relational outcomes.
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Sheau Fen (Crystal) Yap, Megan Phillips, Euejung Hwang and Yingzi Xu
Healthcare service is a process that comprises a series of touchpoints underlying the key facets of service delivery, collectively shaping the users' (i.e. patients, hospital…
Abstract
Purpose
Healthcare service is a process that comprises a series of touchpoints underlying the key facets of service delivery, collectively shaping the users' (i.e. patients, hospital staff, and visitors) experiences. Departing from most sensory studies dedicated to understanding the retail environment and hedonic service, this study focuses on how sensory knowledge can contribute to understanding the sensory-based experiences of hospital users and their interactions with healthcare services at multiple touchpoints.
Design/methodology/approach
This study employs a multi-method approach comprising two studies involving semi-structured interviews and a qualitative online survey of past patients.
Findings
Drawing upon the user-centered theory, the authors (1) consulted healthcare experts on hospital service touchpoints and standards around medical protocol; (2) explored users' needs, experiences, expectations, and evaluations of healthcare services; and (3) identified the issues and challenges faced by healthcare service users at various service touchpoints. Based on these insights, the authors proposed sensory tactics across healthcare service touchpoints that promote the well-being of major hospital users.
Research limitations/implications
The proposed sensory tactics require follow-up empirical evidence. Future research could adopt robust methodological designs on healthcare environmental interventions and progress with a transdisciplinary approach to advance this research area.
Practical implications
The authors' experience-based framework forms the basis of a valuable toolkit for healthcare service management.
Originality/value
This study advances services literature by integrating sense-based marketing knowledge with healthcare service research to understand the dynamic and interactive relationship between hospital users and the environment.
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Nkosinathi Sithole, Gillian Sullivan Mort and Clare D'Souza
This paper aims to examine customer experience value orchestrated by non-banks' financial touchpoints to understand how they enhance the financial inclusion of low-income…
Abstract
Purpose
This paper aims to examine customer experience value orchestrated by non-banks' financial touchpoints to understand how they enhance the financial inclusion of low-income consumers.
Design/methodology/approach
Two independent but related studies were conducted using qualitative comparative analyses (QCA) research design with semi-structured interviews to compare and contrast customer experience value at two rural locations in Southern Africa. The interview transcripts were analysed using ATLAS.ti, which is a powerful operating system for analysing qualitative data.
Findings
The results indicate that non-banks in the two countries design financial services that include functional, economic, humanic, social and mechanic customer experience value dimensions.
Research limitations/implications
The data for this study was collected from financial services customers of retailers and mobile phone network operators in only one research setting in each country. Further research could extend the comparative context for qualitative studies across similar markets. Other limitations are discussed in the paper.
Originality/value
This paper contributes to the body of knowledge by highlighting the salient and germane dimensions and components found to be important in understanding financial inclusion using customer experience value. To the best of the authors’ knowledge, this is the first study that incorporates customer experience value dimensions in understanding the financial inclusion of low-income consumers at the base of the social and economic pyramid in emerging markets.
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Elina Jaakkola and Harri Terho
The quality of the customer journey has become a critical determinant of successful service delivery in contemporary business. Extant journey research focuses on the customer path…
Abstract
Purpose
The quality of the customer journey has become a critical determinant of successful service delivery in contemporary business. Extant journey research focuses on the customer path to purchase, but pays less attention to the touchpoints related to service delivery and consumption that are key for understanding customer experiences in service-intensive contexts. The purpose of this study is to conceptualize service journey quality (SJQ), develop measures for the construct and study its key outcomes.
Design/methodology/approach
The study uses a discovery-oriented research approach to conceptualize SJQ by synthesizing theory and field-based insights from customer focus group discussions. Next, using consumer survey data (N = 278) from the financial services context, the authors develop measures for the SJQ. Finally, based on an additional survey dataset (N = 239), the authors test the nomological validity and predictive relevance of the SJQ.
Findings
SJQ comprises of three dimensions: (1) journey seamlessness, (2) journey personalization and (3) journey coherence. This study demonstrates that SJQ is a critical driver of service quality and customer loyalty in contemporary business. This study finds that the loyalty link is partially mediated through service quality, indicating that SJQ explains loyalty above and beyond service quality.
Research limitations/implications
Since service quality only partially mediates the link between service journey quality and customer loyalty, future studies should examine alternative mediators, such as customer experience, for a more comprehensive understanding of the performance effects.
Practical implications
The study offers concrete tools for service managers who wish to understand and develop the quality of service journeys.
Originality/value
This study advances the service journey concept, demonstrates that the quality of the service journey is a critical driver of customer performance and provides rigorous journey constructs for future service research.
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In recent decades, customer experiences (CXs) have gained considerable attention from both academics and service industries. However, the role of digital technologies in CXs is…
Abstract
Purpose
In recent decades, customer experiences (CXs) have gained considerable attention from both academics and service industries. However, the role of digital technologies in CXs is largely ignored. This study aims to explore the manners of digital experience (DX) and to leverage these manners for service design.
Design/methodology/approach
A total of 2,178 journal articles published as of January 2022 were collected from nine high-impact service journals. Social network analysis and cluster analysis were used to analyze 5,289 keywords and 22,645 edges.
Findings
Four DX manners (utility, sociability, informativeness and arousal) are identified from the keywords of the qualifying articles.
Originality/value
A digital experience service model is developed based on the concept of CX and DX manners. Academic and managerial contributions are discussed.
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Matthias Muskat, Birgit Muskat, Anita Zehrer and Raechel Johns
This paper suggests mobile ethnography as a method for data collection, where Generation Y customers are integrated as active investigators. The paper aims to contribute to the…
Abstract
Purpose
This paper suggests mobile ethnography as a method for data collection, where Generation Y customers are integrated as active investigators. The paper aims to contribute to the debate on museums as experience‐centred places, to understanding how the experience is perceived by Generation Y, to identifying the customer journey, to providing an insight into service experience consumption and to deriving managerial implication for the museum industry of how to approach Generation Y.
Design/methodology/approach
Mobile ethnography is applied to the National Museum of Australia in Canberra with a sample of Generation Y visitors as the future visitor market.
Findings
The paper finds that there is a need to involve museum management in measuring museum experiences, especially with regard to the definition and improvement of the service‐delivery processes. Service experience must be appropriately managed by museum operators by collecting, evaluating, storing and reusing relevant data on customer experience. Mobile ethnography and tools such as MyServiceFellow offer an important potential source of sustainable competitive advantage by improving customer experience, particularly for Gen Y.
Research limitations/implications
The most significant limitation is the exploratory nature of the single case study derived from a small sample within only one museum.
Originality/value
This is one of the few studies to have addressed mobile ethnography in a service context and examined the museum experience of Generation Y. The paper finds that there is a need to involve museum management in service design to improve the service‐delivery process, especially with regard to the different mindsets of the Millennials.
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Asbjørn Følstad and Knut Kvale
Customer journeys have become an increasingly important topic in service management and design. The purpose of this paper is to review customer journey terminology and approaches…
Abstract
Purpose
Customer journeys have become an increasingly important topic in service management and design. The purpose of this paper is to review customer journey terminology and approaches within the research literature prior to 2013, mainly from the fields of design, management, and marketing.
Design/methodology/approach
The study was conducted as a systematic literature review. Searches in Google Scholar, Scopus, Web of Knowledge, ACM Digital Library, and ScienceDirect identified 45 papers for the analysis. The papers were analyzed with respect to customer journey terminology and approaches, the relation to customer experience, the referenced background, and the use of visualizations.
Findings
Across the reviewed literature, customer journeys are described not only as a means to take the viewpoint of the customer, but also to reach insight into their experiences. A rich and at times incoherent customer journey terminology is analyzed and discussed, as are two emerging customer journey approaches: customer journey mapping (analysis of a service process “as is”) and customer journey proposition (generative activities leading toward a possible service “to be”).
Research limitations/implications
The review is limited to analyzing and making claims on research papers that explicitly apply the term customer journey. In most of the reviewed papers, customer journeys are not the main object of interest but are discussed as one of several topics.
Practical implications
A nuanced discussion of customer journey terminology and approaches is provided, supporting the practical application of a customer journey perspective.
Originality/value
The review contributes a needed common basis for future customer journey research and practice.
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