Includes bibliographical references / A customer's overall experience of interaction with a firm can be influenced by a variety of antecedents including employee behaviour, and can affect a variety of constructs including a customer's intention to remain loyal to a firm. The study contributes to the customer experience literature by constructing and empirically testing a theoretical model that integrates the construct of employee engagement as an influencing variable on customer experience in a business-to-business environment. Employee engagement is characterised by the level of engagement an employee depicts through attributes such as vigour, dedication and absorption. The study sampled 106 employee respondents and 1,216 customer respondents of a South African mining and construction firm. The combined dataset of both employee and customer responses was empirically tested using Partial Least Squares Structural Equation Modelling. The research finds a relationship exists between employee engagement and customer experience of employee performance. Additionally, customer experience of employee performance was significantly statistically associated with overall customer experience, a construct focusing on customer experience comparative to competitors and alternate suppliers. The enhancement of understanding of the antecedents of employee engagement and the effect of customer experience on customer loyalty may assist in the development of interventions to address the gaps in the employee-customer encounter. The principle implication emanating from this study is that customer experience, as a construct, should not be ignored, as the inclusion of a customer experience construct may enhance and complement the prediction of customer behaviour, not only in a business-to-business environment. Establishing the positive and negative levels of the required competencies of employees assists in guiding the supervisory performance discussion, subsequent training suggestions and required on-the-ground coaching.

Customer experience is one strategic option for organisations wishing to differentiate their service offering. Little research however has been conducted to explain how service design and management practices influence customer experience in non-hedonic contexts, settings in which the objectives for the design of the delivery system are not experiential. The objective of this research is to address this gap in academic knowledge. The conceptual framework used as the basis of the empirical research demonstrates how four experience mechanism constructs, incorporated into the design of the delivery system, facilitate the customer’s involvement in the delivery of the service and influence how they perceive the experience that emerges as a result. To explore the relevance of the framework two case studies were conducted. Data was collected principally through interviews with employees working at various levels throughout the organisations hierarchy and with customers. Observations and secondary source material also provided additional evidence. The thesis provides an original and distinct contribution to knowledge, through three main findings: Firstly, the research found evidence that the conceptual framework was relevant to the design of the delivery system and in customers’ perception of their experience. This challenges assumptions in existing literature that experience might not be a relevant design consideration in non-hedonic service contexts. Secondly, the findings provide a point of distinction between experiences in hedonic and non-hedonic contexts. Finally the study extends experience design theory demonstrating how in the contexts studied, the experience mechanisms act as antecedents for the experience a customer perceives. Whilst conducting only two case studies limits the impact of the findings, the propositions formulated to explain the key themes identified, can be used as a vehicle through which future quantitative research can be carried out, therefore extending the generalisability of the study beyond the contexts studied.

The process of value creation is rapidly shifting from a product- and firm-centric view to personalized consumer experience today. Informed, networked, empowered and active consumers are increasingly co-creating value with the firm. The interaction between the firm and the consumer as well as the experience factor plays an increasingly important role in determining the success of a company’s offering. In this study, a special type of co-creating experience is investigated - “omstartspex” - where the audience is interacting with actors during the play. Drawing from results of three focus group interviews, this study attempts to understand the effect of co-creation on customer experience and its three dimensions - emotional, cognitive and relational. The co-creation process, demanding for both firm and consumers, raises important questions for managers in terms of operational efficiency and control over product quality, etc. Apart from it, the empirical results show that co-creation indeed has positive effect on customer experience. It creates unique customer experiences, strengthens the relationship between consumer (audience) and firm (actors). This, in turn, leads to an increasing level of customer satisfaction and loyalty.

abstract: Understanding the customer experience, which requires a thorough knowledge of all touchpoints that can result from the way that a product is marketed, sold, and used has recently been identified as a research priority by the Marketing Science Institute. Although recent research has examined some aspects of the customer experience, research has yet to examine the way in which the full spectrum of touchpoint experiences may drive particular marketing performance metrics. Significant challenges to this line of research are the complex network of relationships that competing firms have forged with channel partners, the relationships that focal customers have with other customers in social networks and user communities, and the relationships that customers have with the brand and with channel partners. To address these challenges, this paper examined the customer experience and its effects on loyalty and commitment through three research projects conducted in the consumer aviation market. The first and second studies examined these touchpoint experiences using archival data supplied by an avionics manufacturer. Results from these studies showed the importance of the customer experience in accounting for customer loyalty. The final study examined the role of identity in shaping the customer experience among aircraft owners through a series of depth interviews. Results from these interviews illustrated the importance of identity in shaping the customer experience, and provided insights into how individuals attempt to use their consumption experiences to reinforce a sense of identity / Dissertation/Thesis / Ph.D. Business Administration 2011

Background: The concept of Customer Experience Management (CEM) is growing as a marketing tool used in order to remain a competitive actor on the market. By designing a customer experience, companies are able to differentiate themselves by offering a holistic customer experience.                                                                                             Problem: The existing body of knowledge regarding CEM in the B2B setting is limited. However, recent studies have begun to examine the fact that the buying process in B2B does not only concern task related and rational decision-making criteria, but also that emotional consideration plays a part in the buying process. Additionally, during recent years the Office Space Interior Solutions (OSIS) companies have gone through the development from selling simple furniture to offering activity-based environments as well as using a profile as design companies.                                                                                             Purpose: The aim of this thesis is to create an understanding regarding how the phenomena of CEM is implemented within the B2B industry, more specifically Swedish OSIS companies within the regions of Småland and Västra Götaland.                                                                                            Method: Through semi-structured interviews with four case companies that all are operating within the OSIS industry, qualitative data has been collected and analysed through a thematic analysis approach. The answers have later been revised through a conceptual framework that has been identified through a review of existing literature concerning CEM.   Result: The findings suggested that OSIS companies do practice all the dimensions identified in the conceptual framework regarding customer experience and experience value. However, implementing the dimensions as a holistic experience design did not seem to be practiced by the companies. Finally, by providing a customer experience, OSIS companies are able to influence the purchase intentions, establish relationships and generate WOM which in turn can attract and retain customers.

The purpose of this study is to develop and practically evaluate a new approach for the introduction of changes in internal and external processes in a customer front, but with the aim of maintaining or increasing customer perceived quality during insertion. A working model has been developed and is used in a qualitative research in the form of a case study carried out in a customer front, on a customer group in Telia's mobile customer service in Sweden. There is currently little research that has studied the implementation phase. The results of the study show that the designed working model works satisfactorily, but also that it can be developed more. Employees are satisfied and the sale was a positive boost, however, declined the customer experience a little bit. Employees raises questions as leader behavior, confidence in the group ahead, everyone's different circumstances and desire for the individual choice. The biggest challenge for future leaders will be to manage and lead continuous change. By creating opportunities for employees so that the customer experience should not be adversely affected during the introduction of the ever ongoing change. / Syftet med det här examensarbetet är att utveckla och praktiskt utvärdera ett nytt arbetssätt för införande av förändrade interna och externa processer i en kundfront, men med ambitionen att bibehållen eller högre kundupplevd kvalité under införandet. En arbetsmodell är utvecklad och är använd i en kvalitativ undersökning i form av att en fallstudie. Studien har genomförts i en kundfront, på en kundtjänstgrupp på Telias mobila kundtjänst i Sverige. I dag finns det lite forskning som har studerat själva införandefasen. Resultatet av studien visar att den utformade arbetsmodellen fungerar tillfredställande, men att den kan utvecklas mer. Medarbetarna är nöjda och försäljningen fick en positiv skjuts, men kundupplevelsen minskade lite. Framgångsfaktorer för ett lyckat förändringsarbete är enligt medarbetarna ledarens agerande, trygghet i gruppen, framförhållning, allas olika förutsättningar och önskan om det individuella valet. Den största utmaningen för framtidens ledare torde bli att hantera och leda ständiga förändringar. En ledare behöver skapa förutsättningar för medarbetarna så att kundens upplevelse inte påverkas negativt under införandet av de ständigt pågående förändringarna.

This study attempts to identify possibilities for creating a unified offline and online customer experience across communication channels in a retail company. With the current technological development and the trend of customers shifting more to the online channel, the customers also expect more from this communication channel. Within the online channel a development into an omni- channel (unified experience across channels) approach is leading to new possibilities, and keeping up with the development will support companies to keep their competitive advantage. The study reviews a case (Mio) with an offline channel represented by several large scale retail stores in Sweden, and also providing an online channel as a website meant to complement the stores. The study reviews previous literature in the field of customer experience both online and offline, omni channel retailing, and marketing. This is the foundation, together with a benchmark case (comparison case), and a survey to gain further insight and widen the knowledge. The results indicates that there are specific features which could contribute to a more positive and seamless experience across channels for the customer. These are information availability, quality and consistency across channels. As well as, functionality for purchases, order handling and tracking, and interactive customer service online. This could preferentially be fused in one place as a customers personal profile, allowing for a portal with everything the customer needs during all phases of the shopping experience. These findings provide insight into how the online channel could be used to better complement the offline channel, working synergistically. Future research is needed to validate these initial findings.

The concept of ‘customer experience’ has evolved as an imperative area of study within the marketing discipline. Despite its importance and the positive attention this concept has received during the last few years, the explanation of customer experiences have remained vague and lack a thorough theoretical foundation. Furthermore, practitioners across many industries claim that there is a connection between customer experience and loyalty, yet there is a paucity of research to validate this theoretical assumption. This study aims to address this gap in the literature and to facilitate better understanding of the concept of 'customer experience' and its antecedents and focus on brand loyalty as consequence from the consumer perspective. Accordingly, a mixed-method research design was adopted that consisted of two phases. The first phase involved a netnography study to gain better understanding of the notion of customer experience and refine a conceptual framework that has been developed on the basis of the existing literature. In the second phase this framework was tested by means of a survey of British customers to examine their experience with resort-hotel brands in Sharm El Sheikh, Egypt. Structural equation modeling was used to analyze the survey responses. The structural model showed a very good fit to the data and good convergent, nomological and discriminant validity and reliability stability. The findings of this study identified four aspects of customer experience in the resort-hotels in Egypt; i.e. educational, aesthetics, relational and novelty. Those aspects are congruent with prior work in the tourism literature. Additionally, the study found that customers rely on some service cues such as: price, core service and WOM to predict and assess their experiences. The findings also indicated that perceived service quality has a mediating role in the relationship between customer-contact employees and core service and customer experience. A key contribution of this research is offering a robust model that explains the nascent phenomenon of customer experience and demonstrating that experience has a definite positive impact on brand loyalty. The use of netnography to identify customer experience dimension is also considered as a methodological contribution in the area of marketing research. Moreover, the present study adds novel perspective to the growing body of brand literature (particularly service brand) and suggests directions for future research. Finally, the study provides managerial implications for service managers to identify the experiential needs of their customer and properly design the customer experience.

Esse trabalho propõe-se a apresentar um modelo conceitual para avaliação da comunicação em franquias, a partir da criação de experiências diferenciadas para o consumidor no ponto-de-venda e consolidação das marcas que atuam nesse formato. Com o referencial teórico apresentado, pretendeu-se realizar um mapeamento sobre a evolução do marketing na tentativa de identificar elementos que promovam maior satisfação e envolvimento do consumidor através da comunicação integrada. Destacou-se também o processo de planejamento da comunicação e o maior entendimento da contribuição dos investimentos em comunicação no ponto-de-venda para o fortalecimento da marca, consolidação do posicionamento e construção de mecanismos de fidelização com clientes. O objeto de estudo foram empresas de franquia em função do rápido crescimento da receita e elevado número de lojas, como também por possuir uma comunicação integrada que contemple ações de ponto-de-venda fortemente associadas à marca. A pesquisa de campo caracterizou-se como uma pesquisa qualitativa em profundidade, buscando identificar como empresas que atuam no formato de franquia realizam os investimentos em comunicação, implementam tais ações e avaliam os resultados. Como resultados, pode-se identificar nas duas empresas analisadas dificuldade em avaliar e medir o retorno e contribuição das atividades de comunicação, em especial realizadas no ponto-de-venda, mesmo sendo hoje um importante ponto de contato para comunicação e realização de transações com consumidores e clientes. A análise dos casos e a revisão da literatura permitiram a elaboração de um modelo conceitual para avaliação da comunicação a ser utilizada conforme as dimensões dos franqueadores e franqueados, na geração de resultados e construção de mecanismos de fortalecimento das marcas e fidelização dos consumidores. Essa abordagem contribui para a consolidação dos estudos na área de avaliação e mensuração dos retornos de comunicação, bem como para o aprimoramento das atividades desenvolvidas por empresas de bens de consumo e serviços que atuam no formato de franquia ou até mesmo outros formatos que pretendem aumentar os investimentos em comunicação para o fortalecimento da marca e melhores resultados no longo prazo. / This study aims to present a conceptual model for the evaluation of communication in franchises, from creating unique experiences for the consumer at the point of sale and consolidation of brands that operate in this format. With the presented theoretical framework, it is intended to map on the evolution of marketing in an attempt to identify elements that promote greater satisfaction and consumer engagement through integrated communication. Also notable was the communication planning process and greater understanding of the contribution of investment in communication at the point of purchase to strengthen the brand, positioning consolidation and building loyalty mechanisms with customers. The object of study were franchise companies due to the rapid growth of revenue and the large number of shops, but also equipped with a communication that includes point-of-purchase actions strongly associated with the brand. The field research was characterized as a qualitative research, trying to identify how companies that work in the franchise format prepare investment in communication, implement such actions and evaluate the results. The results indicates that the two companies analyzed has difficulty in assessing and measuring the return and contribution of communication activities, in particular performed at the point-of-purchase, today is an important point of contact for communications and transactions with customers and clients. The analysis of the cases and the literature review allowed the development of a conceptual framework for the evaluation of communication to be used as the size of franchisors and franchisees in the generation of results and construction of strengthening mechanisms of brands and loyalty of consumers. This approach contributes to the consolidation of the studies in the area of evaluation and measurement of communication returns, as well as to the improvement of activities for consumer goods and services companies operating in the franchise format or even other formats aimed at increasing the investments in communications to strength the brand and better results in the long run.

The purpose of this study is to learn more about the consumers' interaction with companies over different channels. It is conducted from a consumer's point of view, but the insights gained through this study will help companies to design and build better services. In this context, the concepts of User Experience, cross-channel and Customer Experience provide a theoretical framework. The new approach in this study is to combine the three concepts, their framing and their identified design elements. This conceptual framing contains a list of design elements with a positive influence on the service experience. However, the conceptual framing provides no answers on how to apply these design elements. In the methodology part, possible approaches are discussed. The heuristic evaluation used in the two case studies is a method that takes all three concepts from the theoretical framework into account. With the first heuristic, it is possible to analyze single touchpoints like User Experience demands. The following heuristics are used within a cross-channel context. Finally, the last heuristic is responsible for the holistic perspective from Customer Experience. The case studies are then conducted to verify the applicability of the design elements with the heuristic evaluation. The findings of the study were positive and suggest that the heuristic evaluation is a suitable method to analyze a company's service offerings. Additionally, the case studies lead to results which are useful for the two companies (Migros and Nestlé). The overall conclusion of this study is that the three concepts complement each other very well. User Experience is responsible for well designed touchpoints. Cross-channel expands the perspective on ecosystems and evaluates how the touchpoints operate together. Finally, Customer Experience analyzes the whole company and its touchpoints on a heuristic perspective.