Making the customer experience journey more hedonic in a traditionally utilitarian service context: a case study

Ponsignon, Frédéric

doi:10.1108/josm-03-2021-0096

Cited by 15 publications

(11 citation statements)

References 50 publications

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“…If a human-assisted channel, such as chat, social media or community forums, focuses on helping clients to continue using digital self-service, it brings added value. Companies can better meet customer demand if they adopt an integrated approach that emphasizes the development of channel skills [25]. Agents in the firm's contact center can, for example, better serve consumers who begin their interaction with the company through a digital channel as they can then view their browsing history on the company's website [26].…”

Section: D) Embrace Technologymentioning

confidence: 99%

Factors Affecting Customer Satisfaction with The Telecommunication Industry in Saudi Arabia

AlMuhanna

Alharbi

2023

TEM Journal

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Telecommunications is a customer-oriented industry in which client satisfaction is crucial for an organization's survival. Social media plays a vital role in customer decisions, acting as both a search tool and a communication channel. On social media platforms, customers can air their grievances, and a company can use these complaints to improve its products and services. During the first quarter of 2022, sentiment analysis was conducted to evaluate customer satisfaction with telecom services in Saudi Arabia. With a machine-learning approach, more than 90K comments were recorded and categorized as positive, negative, or neutral. For the classification, we utilised a support vector machine (SVM) model with an average accuracy of 88%. After that, We utilised thematic analysis of social engagement opinions. We identified seven themes among the comments related to factors affecting efficiency and satisfaction with telecommunications services: product, package, price, promotion, place, people, and public relations. In conclusion, we recommend some solutions to improve efficiency and increase customer satisfaction in the telecom sector.

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Section: D) Embrace Technologymentioning

confidence: 99%

Factors Affecting Customer Satisfaction with The Telecommunication Industry in Saudi Arabia

AlMuhanna

Alharbi

2023

TEM Journal

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“…Previous service research has largely considered contextual contingencies of service design based on the hedonic-utilitarian dichotomy (e.g. Ladhari et al, 2017;Ponsignon, 2023;Rychalski and Hudson, 2017). Accordingly, utilitarian services are often described as consumption settings where customers seek functional and practical benefits from the experiences whilst avoiding negative outcomes (Beltagui et al, 2016).…”

Section: Service Design For Customer Experiencementioning

confidence: 99%

“…transportation, financial and healthcare services) (Rychalski and Hudson, 2017). These firms are traditionally labelled as utilitarian services and embrace the customer experience phenomenon to achieve differentiation in pursuit of economic performance (Ponsignon, 2023). Research on service design for customer experience exists across both contextual domains.…”

Section: Introductionmentioning

confidence: 99%

“…The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/1757-5818.htm phenomenon to achieve differentiation in pursuit of economic performance (Ponsignon, 2023). Research on service design for customer experience exists across both contextual domains.…”

mentioning

confidence: 99%

“…This article focuses on service contexts with functional and repetitive service encountersan environment in which prevention-oriented goals may be considered predominant (Siebert et al, 2020). Less is understood about service design in these contexts compared to contexts designed for compelling, fun and surprising experiences (Ponsignon, 2023) environments in which promotion-oriented goals may be considered predominant. Thus, research is required into service design for prevention-oriented goals.…”

mentioning

confidence: 99%

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Designing the service delivery system for prevention-oriented goals: insights from two case studies

Ponsignon,

Phillips,

Smart

et al. 2023

JOSM

Self Cite

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PurposeThis research explores how to design service delivery systems to facilitate a customer experience that enables the realisation of prevention-oriented goals.Design/methodology/approachCase-based research is undertaken to inform the design of service delivery systems for prevention-oriented consumption goals. Data from multiple informants, from both the provider and customer perspective, in two in-depth case studies, provide empirical insights.FindingsDrawing on customer and provider perspectives, a model of service design for prevention-oriented goals is presented. The model is informed through the identification of service delivery system characteristics (facility layout, staff service orientation, facility appearance and staff presence/appearance) and perceived experience quality dimensions (control, duration, privacy and reliability impressions) that contribute to the fulfilment of prevention-oriented consumption goals.Practical implicationsThe research affirms that it is critical for organisations to comprehend the goals they want their service delivery systems to enable in the customer experience. Specific attention should be given to the design of facility layout, staff-service orientation, facility appearance, staff presence/appearance to positively impact perceived quality dimensions and to facilitate the realisation of customer prevention goals.Originality/valueThe main research contribution lies in the articulation of the design characteristics of the service delivery system that enables a customer experience supporting the fulfilment of prevention goals. The empirical study draws on both customer and organisational perspectives to identify prevention-oriented goals, and corresponding experience quality dimensions, to inform service delivery system design.

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Navigating consumption streams: Toward a utilitarian–hedonic perspective on subscription box customer journeys

Banerji,

Gupta,

Ketron

2024

J of Consumer Behaviour

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Given persistent challenges faced by subscription box retailers in acquiring and retaining customers, there is an urgent need to understand decision‐making and sources of value at each stage of the subscription box customer journey. As extant research has frequently focused on the customers' decision to subscribe, relatively little work has explored why they choose to continue or cancel their subscriptions. We contend that a way forward in understanding subscription box customer journeys is to adopt a utilitarian–hedonic perspective when looking at each stage of such journeys. We conduct phenomenological in‐depth interviews with 26 subscription box customers and use the thematic insights to introduce a processual framework of subscription boxes as consumption steams. We posit that the subscription box customer journey comprises three key decision stages (initiation, immersion, and egression) with each stage characterized by distinct themes that add to or subtract from the utilitarian and hedonic value at that stage. Collectively, these themes provide a more nuanced understanding of the factors that shape customer decisions to start, renew, or cancel a subscription box. We conclude by noting how our findings contribute to marketing theory and practice and suggest some avenues for future research.

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Making the customer experience journey more hedonic in a traditionally utilitarian service context: a case study

Cited by 15 publications

References 50 publications

Factors Affecting Customer Satisfaction with The Telecommunication Industry in Saudi Arabia

Factors Affecting Customer Satisfaction with The Telecommunication Industry in Saudi Arabia

Designing the service delivery system for prevention-oriented goals: insights from two case studies

Navigating consumption streams: Toward a utilitarian–hedonic perspective on subscription box customer journeys

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