Abstract. Nowadays, customer experience is receiving much attention in scientific and managerial community. Scholars and practitioners state that customer experience is the next area of competition. For a long time, there has been a call for a uniform, accurate definition, definition of its components, and the development of the customer experience frameworks. As this topic is new, there has been a considerable fragmentation. The question is if the fragmentation is still present and how can we address it. The aim of this paper is to summarize research on customer experience analysis and to explore and compare the dimensions describing customer experience listed in seven conceptual models with findings from 17 research projects on customer experience conducted after the year 2010. The purpose of this is to summarize recent knowledge, get the most comprehensive view on customer experience and its possible decomposition, and to reveal possible relationships between the dimensions. Based on a review of the available literature, the paper juxtaposes several approaches to customer experience analysis and compares their results to find similarities and differences among them. In the first step, the dimensions and factors of the customer experience were extracted from the seven models to analyze customer experience and they were compared with each other. This resulted in a set of dimensions and factors. In the next step, customer experience factors and dimensions were extracted from 17 practical research papers on customer experience. Finally, based on their descriptions and found similarities, the dimensions and factors were put together into several groups, as this grouping and creation of the new universal set of dimensions might solve the fragmentation issue.
Purpose of the article: To evaluate the individual factors of co-creation value in urban public transport and their impact on customer experience. Customer experience management is a new marketing direction that will allow companies to differentiate themselves and gain a competitive advantage. The core ability of companies adopting the customer experience management approach is to be able to understand customers' perceptions of their business, which is often significantly different from the conventional company's view. It encompasses every aspect of a company's offering from advertising, features of products and services to ease of use, reliability or the quality of customer care. Co-creation is a management initiative, or form of economic strategy, that brings different parties together in order to jointly produce a mutually valued outcome. Co-creation brings a blend of ideas from direct customers which in turn creates new ideas to the organization. This article focuses on the issue of co-creating value in transport across the city. Methodology/methods: Secondary research of scientific articles and primary research using a questionnaire, informal interviews and captured memorable moments. Scientific aim: To assess how important is value co-creation in urban public transport and what factors influence the co-creation of value. The article identifies which factors influence the co-creation of value and to what extent they are influenced by the company itself and to what extent it affects only the customers. Findings: In the area of urban public transport, co-creation of values is very important because it affects customer experience and customers are interested in participating in this co-creation. Conclusions: Other customers who use the same service have a negative impact on value creation and customer experience. Modern technology can greatly contribute to co-creation of value and better perception of customer experience. Customers are interested in contributing to value creation and improving customer experience.
The aim of this paper is to explore and analyze interdependence of marketing trend customer experience, value creation and perception and price sensitivity as potential building blocks for differentiation. This paper is based on the collection and analysis of both primary and secondary data. The primary data were acquired from service providers and through an online questionnaire on customer experience, perceived value, and price in the city transportation realm. The secondary data were obtained through thorough the research of Web of Knowledge-indexed scientific articles from the years 2015-2018 on these topics. The analysis of the secondary data revealed close interconnections between the subjects of interestcustomer experience, value creation and perception, and price. Customer experience is considered to be the tool for value creation and co-creation, the key for differentiation, but also the necessary area to focus on and manage to stay relevant on the market. The findings from the primary research support the theoretical findings in the Czech city transportation domain. The research identifies customer experience improvements (e.g., personalization, customization, comfort, speed, trust, simplification, modern technology integration, seamlessness, balancedness) which city transportation newcomers used to differentiate from the deep-rooted competition. These improvements brought added and easily perceived value to the customers, helped to build and strengthen brand image and eroded the existing customer loyalty.
Research background: From time to time utilization of modern technology innovatively disrupts the industry, as is true for sharing economy companies such as Airbnb and Uber. These companies achieved global success with their platform-enabled businesses connecting the demand of individuals with underutilized resources of others. Besides the competitive prices enabled by controversial practices, they are widely criticized for, these companies attracted masses of customers, not only the price-sensitive ones. Relating to that, the recent marketing phenomenon of customer experience is aiming to help companies systematically understand the perception and resulting actions of customers, and to better manage their marketing mix to gain competitive advantage and increase overall performance. Purpose of the article: The purpose of this article is to explore the nature of customer experience in the area of sharing economy to better understand the importance of experiential factors the marketing metrics of sharing economy companies are driven by. Methods: The research is based on the pilot data collection through online and offline surveys and the subsequent partial least square structural equation modeling (PLS-SEM) analysis of the data from 86 respondents. Findings & Value added: This paper provides insight into the area of sharing economy through the identification of the factors of needs fulfillment level (particularly social) and effective resource management during the customer experience as the ones with the positive effect (medium and weak-medium) on the memorized customer experience quality, while the human perception engagement is surprisingly found as the weak contributor. The memorized customer experience quality was found to have a medium positive effect on customer satisfaction which further has the medium-strong positive effect on the positive word-of-mouth and customer loyalty of customers of the sharing economy companies.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.