Building Competitive Advantage Through Customer Experience Management

Abstract

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.

Antecedents of brand advocacy in online food delivery services: An empirical investigation

“…Thus, creating a solid customer experience is the fundamental goal of the management team at present (Lemon & Verhoef, 2016). As mentioned above, the current marketing trend is creating customer engagement and building long-lasting experiences to increase the proportion of gross domestic product to improve economic growth (Havíř, 2019). In addition, marketers emphasize customer experience quality and connect the more substantial customer relationship to complete the customers' value creation rather than focusing solely on the product and service quality.…”

Tourist Loyalty in the European Themed Restaurants

“…In creating customer experiences, companies are usually associated with the need to offer exceptional service to customers. Customer experience is a competitive differentiator that makes a company competitive over competitors (Havíř 2019). Customer experience is the customer's internal and subjective response to direct or indirect contact with the product.…”