Changing Dimensions of Customer Experience

International Journal of Management Studies, 2018

The time has gone when the organizations talk about achieving customer satisfaction through quality of goods and services. The impact of globalization, change in consumer lifestyle has made customer highly demanding and enforces him to think before making a purchase of product is it going to portray what I am? Will it fulfil my fantasies? Therefore the marketer needs to explore the experiential perspective of consumer behaviour that is directed towards emotions, fun and fantasies. As today's customer seek experiences whether from the product, service or the brand. Therefore, the aim of this paper is to provide product, service, and consumption and brand as experiential components of upcoming economy on the basis of review of literature. Moreover, we develop a conceptual model that highlights these dimensions in the measurement of customer experience.In addition to this, study identifies customer experience as a two way interaction between consumer construct and experiential construct.

2020

Customer experience has become a key priority in marketing research and practice. Researchers largely recognize that the customer experience emerges as responses to stimuli along a customer journey. Extant research often anchors the customer journey to an offering, losing sight of a customer's goals. This firm-centric perspective hampers the understanding of customer experience, since in practice customers actively integrate resources from multiple firms, organizations, and social actors in pursuit of their goals. The purpose of this dissertation is to develop a customer-centric perspective of customer experience. Such a perspective focuses on customers' goals and seeks to understand customer experience as it emerges in a customer's lifeworld. This dissertation comprises three articles. Article I examines the extant customer experience research to develop a theoretical foundation for the customer-centric perspective. Based on a systematic literature review of 136 articles, the study identifies eight literature fields in customer experience research: services marketing, consumer research, retailing, service-dominant logic, service design, online marketing, branding, and experiential marketing. Applying a metatheoretical analysis, the study divides extant literature into two research traditions that see customer experience as either responses to (1) managerial stimuli or (2) consumption processes. Through integrating compatible elements between these two research traditions, the paper develops four fundamental premises that define what customer experience is, the stimuli that affect it, its key contingencies, and the role of firms and organizations in its management. Article II offers suggestions on how customer experience can be empirically studied through a customer-centric perspective. Using selected literature, the study identifies the methodological requirements for the study of customer experience, namely: first-hand description of experience, description of relevant actors and institutions in a customer's ecosystem, and capturing the processual nature of the journey. The article also offers specific guidelines for three data collection methods that fulfill those methodological requirements: phenomenological interviews, eventbased approaches, and diary method. Article III conceptualizes the customer journey through a goal-oriented view to generate a customer-centric perspective of customer experience. A hermeneutic

European Management Journal, 2007

International Journal of Services Sciences, 2011

The aim of this article is to critically evaluate the literature on customer experience (CE) and suggest thrust areas for future research endeavour. A systematic process was used to gather data in the form of articles published in different management journals that are available online through open and resourced databases. Further, through an impartial cross-referencing method these articles were categorised and tabulated under eight headings such as type and period of publication, application area, journals, data collection methods and sampling technique, statistical method, antecedents, dimensions and consequences of CE. The findings reveal the thrust areas of CE, their results, implications, and limitations. The research gaps are discussed that may be acknowledged by the future researchers. Based on the research findings, the paper concludes with a generalised framework for CE measurement which may be applicable to online and offline experiences of the customers.

Baltic Journal of Management

PurposeThe purpose of this study is to explore the customer shopping experience in the innovative technology setting. Specifically, the purpose is to understand how do innovative technologies influence the customer shopping experience?Design/methodology/approachThis qualitative, explorative study has characteristics of a phenomenological research strategy. The data were collected from four focus groups and ten in-depth interviews with consumers. Abductive approach with an implementation of content analysis was used as a method of analysis.FindingsThe results show that there are three critical factors in customer's shopping experience in the context of innovative technologies; (1) channel choice, (2) value dimensions related to convenience and enjoyment, and (3) social interaction. All factors are highly intertwined and influence each other.Originality/valueThis study contributes to customer experience literature by offering a framework for understanding customer shopping experie...

The Hungarian Journal of Marketing and Management, 2020

The fourth industrial revolution will result in a paradigm shift in the production and the marketing of products and services. The digitalization driven paradigm shift will make it possible to personalize the marketing tools, like pricing, distribution, communication, customer management, and customer experience. The aim of the paper is twofold: firstly to draw attention to the increased importance of customer experience and secondly to discuss how customer experience has changed due to the digitalized business environment. METHODOLOGY The conceptual study builds on a comprehensive literature review. The literature studied includes scientific papers describing how customer experience has developed and altered in different industries. The desk research also took into consideration the published finding of researches carried out by well-known international research agencies. MOST IMPORTANT RESULTS One of the most important results of the study is to find an appropriate definition of customer experience and to find its role among the managerial functions. Another result is the knitting of customer experience to the development of the consumer decision journey. Digitalization has completely changed the traditional funnel type of the customer decision journey, new touchpoints have appeared and gained importance. The paper discusses the role of customer experience management and elaborates on the process of how companies should prepare their activities in this field to enhance their competitiveness. RECOMMENDATIONS The study concludes that companies to stay competitive have to map the decision journey of their existing and potential customers. They have to explore the important contact point and have to provide them with authentic content and information. This is rather difficult in today's multichannel environment. The real-time information they need should be provided through the analytics of big data. While collecting this information they should take care not to hurt the privacy of customers.

The Marketing Review, 2014

Technological Forecasting and Social Change, 2016

Smart retail technologies have the potential to improve the customer retail experience by providing superior and personalized retail services. However, when shoppers have to deal with technologically sophisticated retail services, concerns arise regarding the customers' adoption and their psychological reactions towards smart retail technologies. This study explores the factors which constitute customers' experience with the smart retail technologies and examines an innovative construct (i.e. smart customer experience) in retailing. The development of a conceptual model explores smart customer experiences and their consequences on smart technology, customer, and retailer-level outcomes. Guided by technology adoption research, this research examines the relationships between smart customer experience, customer satisfaction, perceived risk, behavioral intentions, word-ofmouth intentions, stickiness to retail store, shopping effectiveness, and consumer well-being. This study uses a multi-phased research approach. Findings indicate that smart customer experience directly enhances satisfaction and reduces perceived risk towards smart retail technologies. Customer satisfaction increases behavioral intentions, word-of-mouth intentions, stickiness to retailer, shopping effectiveness, and customer well-being. Perceived risk reduces behavioral intentions, word-of-mouth intentions, shopping effectiveness, and stickiness to retailer. Finally, customer satisfaction and perceived risk both mediate the relationships between smart customer experience and outcome variables.

Journal of Retailing, 2009

Retailers, such as Starbucks and Victoria's Secret, aim to provide customers a great experience across channels. In this paper we provide an overview of the existing literature on customer experience and expand on it to examine the creation of a customer experience from a holistic perspective. We propose a conceptual model, in which we discuss the determinants of customer experience. We explicitly take a dynamic view, in which we argue that prior customer experiences will influence future customer experiences. We discuss the importance of the social environment, self-service technologies and the store brand. Customer experience management is also approached from a strategic perspective by focusing on issues such as how and to what extent an experience-based business can create growth. In each of these areas, we identify and discuss important issues worthy of further research.

Istanbul Commerce University Journal of Social Sciences, 2021

By the beginning of the second millennium, the customer experience (CX) concept has emerged to enable companies to achieve sustainable competitive advantage. This concept has been embraced by both academicians and practitioners but the absence of a reliable and representative measurement instrument in this domain has been a major concern. The aim of this study is to sift through the available literature, conduct inductive and deductive studies and then present a valid and reliable customer experience scale to academicians and researchers to be further evaluated. The development phase started with a literature review, followed by focus group interviews and in-depth interviews. The inductive studies went on through content validity and face validity studies. Following the completion of four inductive studies, a total of five deductive studies referring to the experiences of 4229 in eight different industries were employed. Purpose: The aim of this study is to examine the current scientific literature and to present a workable Customer Experience scale that can be used by academics and practitioners. Method/Design/Methodology/Approach: The development phase started with a literature review, followed by focus group interviews and in-depth interviews. The inductive studies went on through content validity and face validity studies. Findings: As a result of the battery of research a valid and reliable scale is developed. Originality: The study sets forth a scale that can be used both by academics and practitioners.