The Customer Experience Framework as Baseline for Strategy and Implementation in Services Marketing

Nasution, Reza Ashari; Sembada, Agung; Miliani, Lani; Resti, Novia Dwi; Prawono, Desi Ambar

doi:10.1016/j.sbspro.2014.07.041

Cited by 46 publications

(41 citation statements)

References 28 publications

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“…It is worth mentioning the conceptual framework proposed by Nasution et al (2014), in which the authors base their approach on the customer's journey and delineate the experience from a five-tiered combination that begins with the needs of the consumer and ends with a change in the consumer's behavior. The layer of experience signals the importance of experiences that stimulate emotions and delight, aiming to transform the experience into something memorable.…”

Section: Customer Experience Managementmentioning

confidence: 99%

Inclusive Service Experience Management: a Framework from the Perspective of People with Visual Impairment

Conrad

Alperstedt

Santos

2019

RBGN

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Purpose-This article proposes a framework for service experience management from the perspective of people with visual impairment. Design/methodology/approach-The study is based on design science research and characterized as qualitative, using its respective methodological framework for technical collection and analysis. The combination of Booms and Bitner's (1981) theory of the 3 Ps of Service Marketing (physical evidence, people, and processes) with the three propositions of Bolton et al. (2014) formed the backdrop to this proposal. Findings-Based on 32 subcategories of analysis connected with Physical Evidence, Service Cycle, and Personal Interactions, besides 12 subcategories created to highlight the service segment cited by the interviewees, the study shows a high degree of unpreparedness in the service offer when it is consumed by people with visual impairment. Lack of empathy and communication were the most expressive problems in the interviewees' statements. Originality/value-The proposed framework can be used as a brainstorming, planning, or check list tool for current or new services in existing businesses as well as for the creation of a new business from scratch. All categories are related to each other, which means that the consumption profile for the service will directly impact on what kind of experiences could be provided, how the physical evidence needs to be thought out; what the standard service flow is like, and which options could be considered as a customized service.

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Section: Customer Experience Managementmentioning

confidence: 99%

Inclusive Service Experience Management: a Framework from the Perspective of People with Visual Impairment

Conrad

Alperstedt

Santos

2019

RBGN

View full text Add to dashboard Cite

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“…Moreover, according to [44], the touchpoint alignment means that customer contact channels, such as email, in-store, online, and smartphone channels, are both integrated and available in real time to anyone in an organization of services. [45] propose a customer experience framework (CEF) that focuses more on the journey of the customer in experiencing the service. A journey or a cycle is a series of critical encounters that take place over time and across channels [33].…”

Section: Touchpoints As a Technique For Understanding And Documenting Uxmentioning

confidence: 99%

Leveraging User Experience and Touchpoints Analysis for Services Design: Case of Crisis Management

Touloum¹,

IDOUGHI²,

Ahmed³

2018

JoIS

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User experiences have been the focal research issue in service design (SD), as it has various benefits. As it will be demonstrated in this paper, developing an efficient, yet usable crisis management service requires a deep understanding of the experience (UX) of all stakeholders involved in the crisis. While many SD studies have proposed different principles, practices and tools, there is a lack of a practical comprehensive design framework that empowers designers to integrate effectively UX in the SD lifecycle. In this paper the authors propose a methodological framework called UXD-IS (User eXperience Design of Interactions and Services) that combines UX characterization and touchpoints analysis. The framework has been validated through a case study related to flooding crisis management. The investigations reveal that the framework is a powerful support tool during the first phases of the development of a new service or the improvement of an existing one.Interaction Science

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“…Many researchers understand customers' experiences is paramount to businesses so they have worked and constructed an array of conceptional frameworks in business management to ensure knowledge in this field is well equipped [4]- [6]. Nevertheless, in this new and innovative business, the escape room industry which is categorized under entertainment has substantial gaps to explore.…”

Section: Introductionmentioning

confidence: 99%

Way to Go: Mirroring Real Experiences of the Escape Rooms

2019

IJITEE

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Over the last decade, escape rooms have taken the entertainment industry by storm. Contenders sign up willingly, to be virtually locked up in unfamiliar rooms, with the understanding that they are in for an adventure of unravelling clues, puzzles and riddles as the clock ticks on them. While this phenomenon takes entertainment to the next level, the presence of escape rooms is extremely challenging in terms of continually catering to the appetites of a varied customer base. There are existing frameworks which touch on customer services, but unfortunately, none on this trade, which in fact, requires a lot of attention to ensure continuous growth and long term sustainability. This paper is an effort made to review our customers’ experiences in our escape rooms in Malaysia, to determine the constructs that are fundamental to enhancing customer experience in escape rooms in Malaysia. In addition, it functions to improve and design games suitable to their needs and most important for their frequent comebacks. This research was carried out in two establishments situated in Klang Valley, Malaysia. There were twenty contenders and they have met the criteria of at least a one-time involvement in the game. The study is qualitative in nature and it is advocated by using the sequential incident technique to excavate the customers’ perceptions which could be the base of our future Malaysian escape games. The analysis utilized is thematic and the results unearthed fifteen determinants in which nine are closely mirrored to the goaldirected behaviour model. The research benefits the discipline of customer experience mapping in this unique industry and the future escape room designs and enhancement for our escape rooms’ entrepreneurs.

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The Customer Experience Framework as Baseline for Strategy and Implementation in Services Marketing

Cited by 46 publications

References 28 publications

Inclusive Service Experience Management: a Framework from the Perspective of People with Visual Impairment

Inclusive Service Experience Management: a Framework from the Perspective of People with Visual Impairment

Leveraging User Experience and Touchpoints Analysis for Services Design: Case of Crisis Management

Way to Go: Mirroring Real Experiences of the Escape Rooms

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