Customer service experiences

Abstract

Purpose -The purpose of this paper is to develop and apply the sequential incident laddering technique as a novel approach for measuring customer service experiences. The proposed approach aims to correspond with the concept's theoretical foundation in the extant literature. Design/methodology/approach -The paper applies the sequential incident laddering technique to measure customer service experiences. The technique integrates two well-established methods in service marketing: sequential incident and laddering techniques. The data collected from 41 customers in a hotel and restaurant experience context illustrate that the method corresponds with the key themes of the proposed experience concept and experience formation process. Findings -Applying the proposed technique reveals first, the customer's cognitive and emotional responses to company stimuli. Second, the salient customer cognitions and emotions across several episodes of the service interaction process are identified. Third, the personal values which drive the customer's service experience are disclosed.Research limitations/implications -The empirical study is a first illustration of the proposed measurement approach in only one company based on a limited sample size. The methodological contributions and development opportunities for further applications are set out for different contexts and in combination with other methods. Practical implications -The proposed method integrates customer and company-related constructs. Therefore, the data collected can provide managers with guidelines for customer service experience design based on detailed customer feedback. Originality/value -The paper proposes an innovative measurement approach to customer service experiences which can support knowledge development in an important marketing area.

Means-End Chain theory: a critical review of literature

“…The 'soft' laddering approach has also delivered valuable solutions for managerial decisions in the areas of complaint management (Gruber, Reppel, Szmigin, and Vass, 2008), customer service experience (Jüttner, Schaffner, Windler, and Maklan, 2013), human resource management (HRM) (Foote and Lamb, 2002), and in marketing in promotion of the goods/services (Bech-Larsen, 2001), understanding the brand's equity (Wansink, 2003) or brand value (Fan, 2009).…”

“…Another topic raised in the analysed publications is that MEC perfectly elucidates the positive values on the HVM, whereas the HVMs based on negative laddering are rarely presented (Zanoli and Naspetti, 2002;Woodside, 2004;Jüttner, Schaffner, Windler, and Maklan, 2013;Jung, 2014).…”

Exploring contact points of interactive media in context of fashion market: A qualitative study

“…In order to avoid any loss of data, the process adopts "incident telling" approach. It considers all unimportant and non-critical instances as well that would have occurred during an event (Jüttner et al, 2013) which additionally helps to achieve specific aim of the research and thusly, recognizes essential topical subtle elements and cases to help the finding. The role of interviewer is to conduct the session in form a story-telling concept by assisting the respondent in visualizing all the episodes that he/she had encountered during the narrative incident.…”

“…this study act as opportunities for brands. Hence, brands embracing higher number of Interactive media contact points gain a better share of brand equity and increasing intension to use (Venkatesh & Bala, 2008) (Hong & Cho, 2011).Customer engagement occurs across the channels be it physical or digital, during the customer journey (Frow & Payne, 2007;Jüttner, Schaffner, Windler, & Maklan, 2013), therefore it is crucial to understand its need and requirement in order to reach and service the customer.…”

Measuring Gen-Y Customer Experience in the Banking Sector

“…Customer experience develops throughout all touch points and episodes encountered during the service delivery process (Juttner et al, 2013). These touch points may exist before and after purchase and occur on different channels.…”