Customer experience Research Papers - Academia.edu (original) (raw)

Offering a good experience to consumers is key for e-commerce companies. Therefore, providing them with flow experiences could lead to success for these organisations. Since the birth of the Internet, a wide range of research has studied flow in this context. However, few studies have examined the role that electronic devices play in flow experiences. Based on 570 consumer shopping experiences in Amazon, the differences between handheld devices (smartphones and tablets) and PCs (laptops and desktop computers) are examined as the main antecedents of flow experience using structural equation modelling, based on covariances. The results demonstrate the importance of including hedonic elements in the design of web pages (accessible from PCs). On the other hand, apps (accessible from handheld devices) should facilitate concentration and encourage the user's time distortion to reach the flow state. The results can be useful for e-commerce companies in the design of their online platforms.

- by and +1
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- Mobile Commerce, Ecommerce, User eXperience, Customer experience

L'apport des connaissances dans la science est soumis à l’expérience. Dans la vision de Pascal les anciens les ont trouvées seulement ébauchées, et nous les laisserons à ceux qui viendront après nous en un état plus accompli que nous ne les avons reçues se voyant ainsi infinies en l’étendue de leurs recherches. Cet écrit propose d’explorer la tension philosophique autour de l’expérience de simulation et de l’expérience de pensée qui créent et explorent tous deux des mondes hypothétiques.

- by Matthieu Verry
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- Sociology, Computer Science, Materials Science, Philosophy

Human resource management have been dealing in the employee motivation,
training, development, employee safety and wellness and many similar strategic policies
to manage and maintain a healthy work culture and environment. Employee engagement
is the ability of the organization in involving the employee with the organization in such
a manner that the employee commits and dedicates himself/herself to the organization
and brings zeal within every time he comes to the work place. Employee engagement is
less studied and discussed upon. Even if it is studied or explored, it would be only for
consulting firms or humongous MNC’ and not educational institutions which form the
radical of development or for that matter the beginning of any technologically advanced
business empire either started by a qualified entrepreneur or has hired qualified team of
managers and team leaders. Institutes often assume achievement of customer satisfaction
through employee satisfaction and employee satisfaction is again misunderstood as
satisfaction of personal needs of employees only. This paper is an empirical study on the
employee engagement with a focus on the teaching staff who are in direct contact with the
customer i.e. the students and knows the microscopic detail of the target customer.
Employee engagement being a two way communication and commitment among the
organization and the employees working there in should be based on belief, conviction,
honesty, sincerity, and solidarity. The study aims at identifying the level of employee
engagement in educational institutions with a view for the improved business outcomes,
further to know whether the actions taken by organization are consistent with the values
of the teaching staff. During the survey appropriate ratios of male and female samples
were covered. The results displayed that the teaching staff desires to learn for self and for
the customer i.e. the student and also yearns to be engaged in management but management
is not cooperative enough for the development of teaching staff and also to cope the
millennial generation as the current generation is popularly known with students of
high level intelligent quotient (IQ) and multifarious attitudes. It is further found out
that though management is willing to know about the needs the student but not the
teaching staff

This paper aims to explain the effect of the banking customer experience on trust and the effect of the latter on customer loyalty,
thus complementing previous research where it is suggested to clearly explore the nomological network of the constructs that
act as mediators in the relationship between customer experience and customer loyalty. The sample consisted of 1231 users
of the bank in Cuenca-Ecuador who are part of the generation known as millennials, a segment of interest due to their great
attachment to technology and purchasing behavior. The structural equations model and PLS (Partial Least Square) software
were used for data analysis. The results show that there is a significant effect of customer experience on trust in banking and
in turn a similar effect between customer trust and loyalty. Furthermore, it is confirmed that trust represents a variable that
precedes loyalty. The behaviors of millennials as they are knowledgeable about technology and experts in using the Internet to
search and purchase products, show a relationship between the variables that are part of the proposed model that is applied in
the banking sector.

This work studies how we can obtain feature-level ratings of the mobile products from the customer reviews and review votes to influence decision-making, both for new customers and manufacturers. Such a rating system gives a more comprehensive picture of the product than what a product-level rating system offers. While product-level ratings are too generic, feature-level ratings are particular; we exactly know what is good or bad about the product. There has always been a need to know which features fall short or are doing well according to the customer's perception. It keeps both the manufacturer and the customer well-informed in the decisions to make in improving the product and buying, respectively. Different customers are interested in different features. Thus, feature-level ratings can make buying decisions personalized. We analyze the customer reviews collected on an online shopping site (Amazon) about various mobile products and the review votes. Explicitly, we carry out a feature-focused sentiment analysis for this purpose. Eventually, our analysis yields ratings to 108 features for 4000+ mobiles sold online. It helps in decision-making on how to improve the product (from the manufacturer's perspective) and in making the personalized buying decisions (from the buyer's perspective) a possibility. Our analysis has applications in recommender systems, consumer research, and so on.

This paper describes work in progress for the development of a structured process that helps crossfunctional development teams to bridge the gap between a company’s brand strategy and experiences for customers. The process is aimed to assist and structure the very early stages of the service development process, the fuzzy front end. Further, it describes a tool that has been developed that can be used to assist this transformation, by scoping the ‘target experience’ for a proposed service. The tool uses role-playing, using professional actors to improvise upon key experience words such that behaviours and customer experiences are explored. The paper describes the theoretical basis for this work, the process and the tool itself, together with early reflections upon its use.

- by Simon Clatworthy
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- Business, Design, Brand Management, Service Design

Purpose This paper aims to explore the current and future roles of augmented reality (AR) as an enabler of omnichannel experiences across the customer journey. To advance the conceptual understanding and managerial exploitation of AR, the paper aims to synthesise current research, illustrating how a variety of current applications merge online and offline experiences, and provides a future research agenda to help advance the state of the art in AR. Design/methodology/approach Drawing on situated cognition theorising as a guiding framework, the paper reviews previously published research and currently deployed applications to provide a roadmap for future research efforts on AR-enabled omnichannel experiences across the customer journey. Findings AR offers myriad opportunities to provide customers with a seamless omnichannel journey, smoothing current obstacles, through a unique combination of embedded, embodied and extended customer experiences. These three principles constitute the ...

- by Debbie I Keeling
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- Marketing, Augmented Reality, Ecommerce, Interactive Marketing

The Customer Experience is a crucial key aspect for the function of companies. It ensures the trust between the customer and the company itself. Moreover it enables the organisation to improve by analyzing the comments from feedback, in order to comprehend customers and keep them close to the company or attract further by spreading good rumors to the market. However, these technologies are new and they begin integrating now in the functions of organisations. Hence a lot of studies have recently been conducted for proposing methods to improve different aspects of the organisation with the help of big data analytics. There are a lot of factors which should be considered carefully and put into consideration. Due to the complexity of the problem, different fields of science have to be coordinated e.g. social sciences, maths, software, electronics. In this article, it is presented a review from some papers on Big Data analytics, which emphasize on Customer Experience and they describe the methods to extract data from customers and process them efficiently with automated procedures.

This paper reports on a series of research projects undertaken over several years by groups of visual communication design students with the Customer Experience (CX) team at Westpac Bank, Australia's second largest bank by market capitalisation. The premise for running these projects was simple "what value could the visualisation and research skills of visual communication designers bring to the CX design process?" In reporting on these projects the authors argue that the problem solving model of design is increasingly redundant in service economies although note it is a pragmatic way of describing the complexity of design scenarios. More significantly the authors argue that with the growing trend in the use of visualisation techniques, for research and communication in service enterprises, that visual communication design is now the meta design discipline.

- by Stephen Cox
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- Computer Science, User Experience (UX), Visual Communication, User Experience Design

The comprehensive book from Dr. Tavsan and Dr. Erdem: Customer Experience Management: How to Design, Integrate, Measure and Lead breaks down exactly what Customer Experience is, and how to manage it.
In 2017, in collaboration with Dr. Erdem, Dr. Tavşan designed a ''Customer Experience Management'' curriculum as a Bologna-accredited graduate level course and became the pioneering academician lecturer on ''Customer Experience Management'' as a standalone course.

The aim of this study is to reveal bank customers' experiences of using digital banking services within the scope of experience marketing dimensions. The universe of the research is digital bank customers and the sample is 430 digital bank customers. The research data were collected through the questionnaire developed by the researcher using similar studies, consisting of 52 items in a five-point Likert type, "The Experience of Bank Customers in Benefiting from Digital Banking Services". In the analysis of the data, descriptive statistics, Mann Whitney U test and Kruskal Wallis H test techniques for unrelated samples were used. As a result, based on the sensory experience dimension findings of digital banking customers participating in the research, it is clear that digital banking customers do not find telephone banking employees friendly and solution-oriented; However, it has been concluded that the availability of ATM devices of digital bank customers' banks everywhere relieves customers psychologically. Based on the findings regarding the expressions in the emotional experience dimension, it has been determined that the diversity of digital banking services offered by the banks used by digital bank customers does not attract their attention, and the bank customers enjoy digital banking services. It has been determined that the campaigns organized by digital banks in the dimension of experiential marketing intellectual experience do not attract the attention of the customers. In addition, it is considered a comfortable service for the customer to use the ATMs of the banks without the need of someone else's help. Findings of the level of participation in the behavioral experience dimension indicate that digital banking customers are not a part of their lives, but they find the information shared on their banks' web page on digital banking services useful. In line with the findings obtained from the expressions in the relational experience dimension, customers think their banks have personalization settings for their digital banking services. On the other hand, it has been determined that they do not follow the related news about digital banking services and campaigns of the banks. In addition, while the views of digital bank customers participating in the research on all dimensions of experiential marketing (sensory, emotional, intellectual, behavioral and relational) do not differ according to age, gender and educational variables; It can be seen that it differs according to working and monthly income.

- by Aybala DEMİRCİ AKSOY
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- Marketing, Banking, Experiential Marketing, Customer experience

This research focuses on providing insights for a solution for collecting, storing, analyzing and visualizing data from customer energy consumption patterns. The data analysis part of our research provides the models for knowledge discovery that can be used to improve energy efficiency at both producer and consumer ends. Τhe study sets a new analytical framework for assessing the role of behavioral knowledge in energy efficiency using a wide range of Case Studies, Experiments, Research, Information and Communication Technologies (ICT) in combination with the most modern econometric methods and large analytical data taking into account the characteristics of the study participants (household energy customers).

Nowadays, companys want to find themselves a place at the multinational markets that they joined, local companys slogged to compete with the strong multinational companys and they expose to the threat of staying out of the game. The importance of the concepts of consumer ethnocentrism and customer experience are known and consumers are exposed to the effects to change their habits or not. Another fact that to create the said effect is the perception of brand equity. At this study, in which the perception of consumer's brand equity is also handled, the effects of costomer's experiences and ethnocentric tendency to their perception of brand equity are examined. In line with that main purpose, data are collected from coffee chain customers in Istanbul city. The effects of customer experiences to the perception of brand equity are tested in both two chain groups. At the end of the study, the result of customer experiences effected the perception of brand equity positively in both of the two group of chain's customers found and it's detected that this effect is more in local chain customers than in foreign chain customers. And the effects of consumer's ethnocentric tendency to the perception of brand equity effected significantly in a positive way whereas in foreign chain customers it's not. Also it's determined that consumer's ethnocentric tendency effect their experiences in a positive way and these effects do not differentiate among chains finally, it's determined that the levels of satisfaction of both chain customers effect their perception of brand equity. This study was based on a PhD. study by Serhat Dağlı, " Determining the Impact on the Perception of Brand Equity on Customer Experience and Ethnocentric Tendencies of a Pilot Study " which was completed in Istanbul University Social Sciences Institute Marketing Science Department.

- by Istanbul Management Journal and +1
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- Customer Satisfaction, Brand equity, Customer experience, Consumer ethnocentrism

There are currently limited attempts to analyse the implementation of service design at a strategic level and its impact on the brand. Several studies have covered the relationship between branding and design management but they focus primarily on consumer goods settings (Brodie et al., 2008). In marketing, the natural inclination is to associate branding with goods. Therefore literature on branding tends to focus on the physicality of the product, its visual characteristics, and the meanings it embeds. Nonetheless branding is just as relevant to services, where the lack of physicality requires a new analysis based on customer relationship, experience, and trust (Berry, 2000). A shift of focus from products to services exposes organisations to multiple opportunities to affect customer experience. Choosing to design a strong service proposition around an existing product offering, and to invest in customer experience, produces a consistent increase in customer satisfaction, sales and customer loyalty. This article, based on primary research with the largest general insurance company in Norway, makes a case for service branding as cornerstone to achieving customer orientation. The article presents six success factors to prioritising customer experience in service branding.

- by Marzia Aricò and +1
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- Service Design, Customer Satisfaction, Customer experience

Considered as a more competitive advantage than price, product, or quality, the concept of experience has received increasing attention in different disciplines. However, the pathway for handling experience has not been clearly set forth due to divergent conceptualizations and insufficient measures of customer experience. This study critically analyzes empirical and conceptual literature on experience, provides a holistic definition of experience, proposes an experience model with four main components (emotional, cognitive, sensorial, and conative), and suggests using a combination of several measures to capture the totality of tourism experience at pre-visit, onsite, and post-visit stages. These suggestions provide important implications for researchers and practitioners by offering new ways to explore customer interaction with tourist products, detect affective and sensory components leading to important consumption outcomes, investigate individual impacts of anticipation, onsite experience, and recall, as well as analyze effectiveness of destination marketing practices.

Ask any executive how pricing policies influence the demand for a product or service, and you'll get a confident, well-reasoned reply. Ask that same executive how pricing policies affect consumption-the extent to which customers use products or services that they've paid for-and you'll get a muted response at best. We find that managers rarely, if ever, think about consumption when they set prices-and that be a costly oversight. Consider this example. Two friends, Mary and Bill, join the local health club and commit to one-year memberships. Bill decides on an annual payment plan-$600 at the time he signs up. Mary decides on a monthly payment plan-$50 a month. Who is more likely to work out on a regular basis? And who is more likely to renew the membership the following year? Almost any theory of rational choice would say they are equally likely. After all, they're paying the same amount for the same benefits. But our research shows that Mary is much more likely to exercise at the club than her friend. Bill will feel the need to get his money's worth early in his membership, but that drive will lessen as the pain of his $600 payment fades into the past. Mary, on the other hand, will be steadily reminded of the cost of her membership because she makes payments every month. She will feel the need to get her money's worth throughout the year and will work out more regularly. Those regular workouts will lead to an extremely important result from the health club's point of view: Mary will be far more likely to renew her membership when the year is over. For many executives, the idea that they should draw consumers' attention to the price that was paid for a product or service is counterintuitive. Companies have long sought to mask the costs of their goods and services in order to boost sales. And rightly so-if a company fails to make the initial sale, it won't have to worry about consumption. To promote sales, health club managers encourage members to get the payment out of the way early; HMOs encourage automatic payroll deductions; and cruise lines bundle small, specific costs into a single, all-inclusive fee. However, executives may be discouraging consumption when they apply those pricing practices. People are more likely to consume a product when they are aware of its cost-when they feel "out of pocket." But common pricing practices such as advance sales, season tickets, and price bundling all serve to mask how much a buyer has spent on a given product, decreasing the likelihood that the buyer will actually use it. And a customer who doesn't use a product is unlikely to buy that product again. Executives who employ those pricing tactics without considering their impact on consumption may be trading off long-term customer retention for short-term increases in sales.

Purpose – This study aims to use the theory of third places to understand how different kinds of socialinteractions in small hospitality businesses, such as restaurants and cafes, can enhance senior customers’ experiences and alleviate their loneliness.
Design/methodology/approach – The target population of this study were Hong Kong residents of age 60 or older. The sampling frame comprised respondents who visited a Cha Chaan Teng (i.e. a Hong Kongstyle tea restaurant) more than once a year. The authors distributed 500 questionnaires and collected 411 valid responses in 2016. They used structural equation modeling for data analysis.
Findings – The results show that social interactions (service manner and need identification) with employees and other customers have a positive effect on senior customers’ experiences, while the service manner of employees reduces senior customers’ loneliness.
Originality/value – This study demonstrates the respective contributions of social interactions with employees and those with other customers to enhancing senior customers’ experiences and alleviating their loneliness. This study’s findings may provide a foundation for future research into the relationships between social interactions, customer experience and loneliness in third places (that are, informal public places that offer individuals opportunities to escape from home and the workplace and to enjoy voluntary conversation, entertainment and gatherings). Further, this study also demonstrates the specific role and importance of the hospitality industry in addressing a contemporary social problem in the form of seniors’ loneliness.
Keywords Customer experience, Social interactions, Seniors, Loneliness, Third places

- by Levent Altinay
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- Hospitality Management, Wellbeing, Customer experience

The aim of this research paper is the define the science of smell and how its processes are in people’s bodies. In the light of understanding the science behind smell, this paper will introduce scent marketing which is based on using different scents to affect customers’ preferences and behaviour to increase sales. Lastly, the relationships between the scent and customer reaction will be analyzed along with the psychology behind it.

- by Sevil S E N A KESGIN
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- Human Psychology, Customer experience, Scent and Senses, Scent Marketing

Purpose-The customer experience (CX), as revealed in the literature-based debate, has been variously viewed as either a driver or an outcome of customer-perceived value (CPV). However, the association of CPV, CX and word-of-mouth (WoM) behavior remains nebulous to date, thereby generating an important research gap. In response and to bridge this gap, this study aims to explore CX's role in the CPV-WoM behavior relationship, the role of WoM behavior arising from CX and whether CX acts as a core mediator (vs a moderator) in the association of CPV and subsequent consumer-behavior outcomes. Design/methodology/approach-By conducting two studies spanning a broad range of services, this paper explores the relationship between CPV, CX, and WoM behavior through structural equation modeling. Findings-The findings are that CX plays a crucial role in the CPV-WoM relationship, thereby confirming the existence of a direct link between CPV (social/hedonic/utilitarian value), CX and WoM. The results also highlight CX's mediating role in the relationship between social and utilitarian (but not hedonic) values. Moreover, the results reveal that the EXQ scale, measuring CX, comprises distinct experiences perceived by high and low CXbased customer segments, respectively. Practical implications-CPV (utilitarian, hedonic, social) not only affects consumers' behavioral intentions but also, more importantly, their WoM behavior. Therefore, managers need to consider all three values. Moreover, managers should shift their focus from social value perceptions to CX. The results suggest that managers need to devote additional resources to the development of a suitable CX, which will help mitigate consumers' online and/ or offline brand-related WoM. This study indicates the context in which managers must emphasize the construct that produces positive outcomes. Originality/value-By identifying a direct relationship between CPV, CX and the ensuing consumer-behavior outcomes, the study offers important theoretical insight into CX's nomological network.

- by Linda D Hollebeek
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- Word of Mouth, Customer Value, Customer experience

Banking is about delivering value to the customer. There are two main type of banks: Traditional banks with centuries of history, a large customer base, a trusted, familiar and recognized brand, which have been challenged by newcomers – the Challenger banks as they started to rethink customer journey within banking business models. The purpose of this research is to conclude on which type of bank provides more value to their customers, which factors contribute for that and study the effect of those results on consumer behavior outcomes, in UK. The hypotheses are formulated after an extensive review of both academic literature and white papers about FinTech, banking industry and customer value measurement methods. Using primary data methods obtained with 201 valid respondents from UK, contacted online, performing scale development, CFA and SEM, resulted in the development of a customer value measurement method with 34-items and eight factors. In general, the results showed that Challenger banks provide higher customer value than Traditional banks, presenting higher average scores in seven factor while Traditional banks stand-out in one factor. Moreover, customer value and its factors predict consumer behavior outcomes Word-of-mouth and Loyalty, being the factors Price offer fairness and Outcome focus highly relevant because of its close link to the outcomes. The research contributes to existent academic literature on FinTech, banking industry with a validated customer value measurement method, having also practical implications for managers of financial institutions, giving them a useful tool for the development of specific strategies of marketing.

- by Sara Santos
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- Banking, Customer Value, Customer experience, Banking and Finance

In the last years Customer Experience (CX) has become a novel approach to obtain a competitive advantage for numerous companies. The complexity of interactions among the customer, the physical environment, the company's employees, the product and/or related services requires transdisciplinary methods and tools from marketing, engineering, human resources and culture, technology, organization, management and phycology. The present papers aims to provide an overview of what Customer Experience is, how it can be used to design the meaningful touchpoints between the customer and the company and propose a CX-oriented strategy to design them in stores. Some interesting insights are discussed thanks to experiments performed in a real test case.

- by Luca Giraldi
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- Marketing, Design and Emotion, Gamification, Customer experience

This paper introduces a new recommendation system for museums to profile visitors and propose to them the most suitable exhibition path to improve visitors' satisfaction. It consists of an interactive touch screen totem, which implements a USB camera and exploits Convolutional Neural Network to perform facial coding to measure visitors' emotions and estimate their age and gender. Based on the detected level of emotional valence, the system associates visitors with a profile and suggests they visit a selection of five works of art, following a specific itinerary. Extensive experimentation lasting 2 months has been carried out at the Modern Art Museum "Palazzo Buonaccorsi'' of Macerata. Results evidence that the proposed system can create an interactive and emotional link with the visitors, influencing their mood in the Pre-Experience phase and the subsequent Post-Experience phase. In particular, they highlight that the proposed system, which aims at acting as emotional leverage, has improved the positiveness of the emotions experienced by the visitors.

- by Luca Giraldi
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- Artificial Intelligence, Machine Learning, Emotional intelligence, Open Innovation

L’UX design ou le design d’expériences utilisateur divise des professionnels dans l’industrie digitale. La démarche est souvent considérée soit comme une évangélisation, étant décrite comme un changement de paradigme, soit critiquée comme une discipline peu définie et peu standardisée. Cependant, plusieurs entreprises qui sont dans la production des produits numériques ont perçues l’importance de l’UX design depuis plus que 10 ans déjà, Apple et Intel par exemple. En constatant que ce terme est à la mode, nous interrogeons comment l’implémentation d’une démarche centrée utilisateur en entreprise pourrait influencer son organisation, sa production et ses relations avec leurs clients et utilisateurs. A travers ce document nous souhaitons rendre plus clair ce terme et à travers des témoignages de professionnels de l’industrie nous estimons nous approcher d’une forme de vérité, qui tout de même peut être contestée à tout moment. Telle est la vitesse du changement dans l’industrie de technologie aujourd’hui.

"This study provides deeper insight in the link between service quality and customer satisfaction. The traditional assumption of a linear relationship is challenged by exploring asymmetries and dynamics. The simultaneous influence of service quality and customer experience on satisfaction is examined by means of nonlinear structural equation modeling. Results show that functional-utilitarian quality attributes (availability, efficiency, fulfillment, and privacy) lose their capability to delight customers as the customer relationship matures. In contrast, hedonic quality attributes (design, enjoyment, and image) only exhibit an increasing effect on satisfaction for more experienced customers. These insights are vital for service managers as they help to improve the efficiency of quality investments."

Purpose-Collaboration between frontline employees (FLEs) and frontline robots (FLRs) is expected to play a vital role in service delivery in these increasingly disrupted times. Firms are facing the challenge of designing effective FLE-FLR collaborations to enhance customer experience. This paper develops a framework to explore the potential of FLE-FLR collaboration through the lens of interdependence in customer service experience and advances research that specifically focuses on employee-robot team development. Design/methodology/approach-This paper uses a conceptual approach rooted in the interdependence theory, team design, management, robotics and automation literature. Findings-This paper proposes and defines the Frontline employee-Frontline robot interdependence (FLERI) concept based on three structural components of an interdependent relationshipjoint goal, joint workflow and joint decision-making authority. It also provides propositions that outline the potential impact of FLERI on customer experience and employee performance, and outline several boundary conditions that could enhance or inhibit those effects. Practical implications-Managerial insights into designing an employee-robot team in service delivery are provided. Originality/value-This study is the first to propose a novel conceptual framework (FLERI) that focuses on the notion of human-robot collaboration in service settings.

- by Khanh Le
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- Marketing, Robotics, Information Technology, Technology

ABSTRACT
Consumer engagement has been widely discussed in both the academic and practitioner literature, but there is no consensus about its meaning, what phenomena constitute engagement or what its antecedents and consequences are. Therefore, we propose that the term engagement should be eluded and that more specific terms should be used for the different phenomena. Building on previous literature, we propose the customer engagement ecosystem, a conceptual model that encompasses brand actions, other actors, customer brand experience, shopping behaviors, brand consumption and brand-dialog behaviors. The model posits that interactions between these elements are non-linear and reactive; meaning that each action causes a reaction of not only the intended recipient of the message, but the whole ecosystem. Hence, the model reflects the interconnected character of today’s marketing environment. It also recognizes the growing importance of empowered consumers by distinguishing different forms of brand dialog behaviors, which describe customers’ non-purchase focused behaviors.

- by Edward Malthouse and +1
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- Social Media, Social Media Marketing, Co-creation, Engagement

The paper will try to apply the theoretical methods developed in the experience economy field to retailing, analysing what insurgent players are trying to do in order to transform a low commitment activity such as grocery shopping in a more entertaining and meaningful experience.
After a quick review of the main changes happened in retail, the paper will give an overall view of Eataly, the Italian-based grocery chain which is trying to challenge the incumbent business model through experience.
Later, after that the research question is presented, the paper will focus itself on the analysis of the firm’s value proposition applying several theoretical frameworks; among them the Pine and Gilmore’s “4 Experience Realms” (1999) and the User-Environment Relationship model developed by Bitner (1992).
The last par t of the paper will be focused on the qualitative and quantitative method that should be use to analyse the research question and the discussion of the expected results.

- by Andrea Rapuzzi
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- Marketing, Consumer Experience Management, Retail Marketing, Experience

The Predictive Casino is a casino that utilizes the latest technological developments to connect with its customers to deliver an exceptional personalized experience to each and every one of its patrons. Today, technology such as AI, Machine Learning, Augmented Reality, IoT, Real-time stream processing, social media, and wearables are altering the Customer Experience (CX) landscape and casino operators need to jump aboard this fast moving technology or run the risk of being left out in the cold.
The Predictive Casino reveals how these and other technologies can help shape the customer journey. The book details how the five types of analytics—descriptive, diagnostic, predictive, prescriptive, and edge analytics—affect not only the customer journey, but also just about every operating function of the casino.
Facial recognition technology can spot a customer stepping onto a casino bus at the Macau/China border and that set off alerts that can notify a host on the floor, a restaurant manager, a dealer, or even the hotel’s GM should the player be a high-end VIP. A whole other sequence of events gets triggered as the player’s favorite table is prepared, his favorite, and his or her Theo gets added to a real-time table games revenue management model that takes into account his personal play. Labor needs are also considered and alerts can be sent to the required or unneeded staff.
An IoT connected casino can make its operations smart. Connected devices can help with inventory optimization, supply chain management, labor management, waste management, as well as keep its data centers green and its energy use smart.
Social media is no longer a vanity platform, but rather a place to both connect with current customers as well as court new ones. It is also a powerful branding channel that can be utilized to both understand a casino's position in the market, as well as a place to benchmark its position against its competitors.
Today, technology moves at break-neck speed and it can offer the potential of anticipatory capabilities, but it also comes with a confusing variety of technology and technological terms--Big Data, Cognitive Computing, CX, Data Lakes, Hadoop, Kafka, Personalization, Spark, etc., etc. The Predictive Casino will help make sense of it all, so that a casino executive can cut through the confusing technological jargon and understand why a Spark-based real-time stream processing data stream might be preferable over a TIBCO one, or an IBM one. This book will help casino executives break through the technological clutter so that they can deliver an unrivaled customer experience to each and every patron coming through their doors.

- by Andrew Pearson
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- Marketing, Social Psychology, Facial Recognition, Machine Learning

Purpose-This paper aims to examine the notion of escape, which is central to the consumer experience literature, yet remains largely undertheorized. By surfacing the multi-dimensionality of escape, the authors develop a more fine-grained conceptualization of this notion. In addition, this work helps shed new light on past consumer research findings that mobilize the notion of escape. Design/methodology/approach-The paper is based on a review and interpretation of literature referring to the notion of escape in consumer research. Findings-This paper's first contribution is to extend the concept of escape based on the Turnerian framework of structure/anti-structure, by establishing a key difference between objects to "escape from" and the major themes of "escape into". A second contribution is to identify other forms of escape that are mundane, restorative and warlike, and that mobilize the self in different ways. Practical implications-The paper provides a more precise conceptualization of escape to motivate further research on this particularly important concept for understanding consumer experience. Social implications-Escape from one's own self has become an important feature of contemporary life. Consumer experiences may be ways of crafting identities, but they also form the means of escaping the pressures that come with the burdens of identity. Originality/value-This paper goes beyond past research on escape by identifying other types of escapes, which have not really been theorized in consumer research. The authors especially note the importance of ephemeral moments where people temporarily suspend their reflexive self, which the authors conceive as a new type of escape route.

- by Julien Cayla
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- Customer experience

A growing number of studies use mobile ethnography and mobile devices to collect data, yet studies reveal a lack of coherent definition and inconsistencies in validity criteria. We draw on relevant literature from tourism, health and retail, and connect research designs utilizing mobile ethnographic methods. We show how these existing studies capture mobilities and social phenomena in boundaryless dynamic settings, allowing researchers to co-create knowledge with their participants. As a result, we offer a framework for mobile ethnography, consisting of four explanatory dimensions: the role of the researcher; focus of research; data collection and tools; and data analysis. Our methodological contribution specifies validity criteria and derives concrete implications for research practises in qualitative interpretive mobile ethnography.

- by Birgit Muskat and +1
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- Social Research Methods and Methodology, Research Methodology, Qualitative methodology, Service Design

Managers are frequently tasked with increasing the engagement levels of key stakeholders, such as customers and employees. Gamification - defined as the application of game design principles to change behavior in non-gaming contexts - is a tool that, if crafted and implemented properly, can increase engagement. In this article we discuss how gamification can aid customer and employee engagement, and delineate between four different types of customers and employees who act as ‘players’ in gamified experiences. We include illustrative examples of gamification and conclude by presenting five lessons for managers who wish to utilize gamification.

- by Ian McCarthy
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- Employee engagement, Customer Behaviour, Gamification, Customer Service

Customer Journey (CJ) mapping offers a view of the Customer Experience (CX) from a customer's standpoint, which acts as the first step towards a myriad of actions that can be performed to improve CX. While CJ mapping has proven to be helpful in a wide range of use cases, companies still struggle to apply technology to make it effective. This research performs a literature review to identify how IT and digital assets can be used in the CJ context, providing practical examples for organizations willing to implement a consumer-centered IT strategy. As a result, it was found that IT can be used in three primary contexts for CJ: mapping, enabling, and monitoring.

Brand Activation claimed to be a promotional tool use by organizations in order to induce their customers towards the brand. Literature evidence proves brand activation as an experiential learning technique compels customers to retain brand related information within the minds. The inconclusive literature on brand activation provides the platform further to investigate the area of brand activation with customer driven concepts. The review enlighten the avenues of brand activation in advance, customer engagement use as the outcome variable with brand activation as the predictor variable. The study adopted the literature and case review as the methodology. The review identified that brand
activation is as a manipulative factor on customer engagement, and customer loyalty is the final result of it.

Digital technology can change the customer journey from a regular customer experience (CX) into a digital CX where touchpoints are supported by digital means. However, a focus on merely digital CX may be risky because CX is dependent on what occurs at touchpoints other than those that are digital. Some experts assert digital experience exerts a small influence on the total customer experience (TCX). In this paper, we discuss whether a strategic focus on digital CX is beneficial or disadvantageous to a company that operates online. In addition, we consider the conditions a company must contemplate in evaluating if digital CX has more impact on TCX. The paper presents a conceptual discussion based on a review of the literature and evidence from practice. Findings from two case studies indicate that emphasis on TCX is more important than focusing only on digital CX, which can lead to counter-productive results for customers and decrease the importance of non-digital CX.

Since economy and marketing are shifting from a goods to a service dominant logic, creating and directing memorable customer experiences in retail store environments has become a valuable differentiation strategy. While customer experiences continually receive more attention in literature, knowledge about how to induce these experiences often lacks definitions of central concepts and empirical support. Given that different authors have acknowledged an environment’s
ability to change consumer emotions and thereby affecting consumer responses, different attempts have been made to capture the mediating role of emotions on consumer responses in the retail store. The purpose of this paper is to contribute to this literature by investigating the applicability
of two verbal and one visual self-report emotion measurement instrument for measuring emotions in customer experiences in retail stores.

- by Ann Petermans and +1
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- Design, Research Methodology, Design and Emotion, Retail Marketing

This book looks at how and organisation can compete through experience by placing the customer experience at the heart of the enterprise. It is available through Amazon as an e-book or paperback and is published by OReilly. More... more

This study proposed a comprehensive causal model to examine the relationships between customer experience and four key factors in brand building, i.e., brand loyalty, brand trust, brand affect, and brand involvement. The dimensionality of... more

- by JinHooi Chan
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- Trust, Brand Loyalty, Branding, Hotel Management

Festivals and special events are one the most important experiential products that based heavily on its ability to produce ranges of sensations, imaginations, emotions and involvement within the consumers. Thus, modern-day event producers need to refocus business strategy viewing their production in a broader term of the creation of the overall outcome created out of staged event products and services, which is a total event experience. Substantially from the experiential approach, the event organizers may understand the totality of what really comes about a celebration that form visitors’ event experience and consequently their satisfactions and loyalty. However, application of the experiential paradigm in events is still somewhat under-developed, even though experience is largely acknowledged as a component within events. This paper provides reviews on the concept of experience and discusses its significance. Then, a conception of total event experience and five event experience realms are proposed for a better understanding the nature of event visitor experiences.

- by Norazirah Ayob
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- Special Events, Customer experience

Digital transformation and its relationship & impact of front end (Customer), especially on customer experience and customer satisfaction has been a focus of study for last three decades. What has started purely as a “After sales service” initially changed to service dominant logic, Customer relationship management and customer experience with evolution in thoughts accompanied by deep leaps in digital technology from computers of 1ob960’s to totally digital world of today. The changes in digital technology helped the “Front end -Customer side” to be in sink with the demands of the customers and paradigm shift in the customer service thoughts, knowledge and practice. This review of literature is based on relationship between digital transformation and customer experience from 1990 to 2005 period , which saw a dramatic change in both these areas. Going hand in glove with each other digital transformation and customer experience has contributed to paradigm shift both internally & externally for business and end customers

Customer experience has been acknowledged as an important factor affecting positive customer behaviors such as loyalty and recommendation. The hospitality industry is also considered to be among the experience-intensive services. This study aims to explore hospitality experiences from guests’ and managers’ perspectives through a qualitative study. A total of 33 luxury hotel guests and 14 hospitality managers in Istanbul, Turkey, were interviewed to determine factors affecting guest experiences. The content was then analyzed according to two major factors—physical environment and social interactions—under which eight major categories were grouped. The findings imply that ambiance, space/function/amenities, design, and signs/symbols/artifacts may be considered main themes under the physical environment factor, whereas, under the social interactions factor, the guests’ experiences can be grouped under interactions with staff (professionalism, attentiveness/customization, attitude) and interactions with other guests. The results offer valuable insights to managers regarding dimensions of guest experiences and possible misperceptions. The study also suggests various implications and directions for future research.

- by Gurel Cetin
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- Tourism Marketing, Hospitality Management, Customer experience