Banksektorn har genomgått omfattande förändringar till följd av digitaliseringens framväxt. Ett bredare utbud av differentierade produkter har möjliggjort för konsumenter att utföra vardagliga bankärenden på egen hand. Detta har resulterat i att alltfler bankkontor stängs ner då det inte längre genererar samma lönsamhet, något som i sin tur reducerat den fysiska interaktionen mellan banker och deras konsumenter. Att produkter och tjänster blivit digitala har inneburit konsekvenser för banksektorn då det fysiska mötet utgjort en central del för konsumenters kundnöjdhet. Ett bredare utbud av differentierade produkter och tjänster har bidragit till en ökad komplexitet där avsaknaden av kompetens med hänsyn till datorer och teknik har påverkat konsumenters attityd till digitala produkter och tjänster. Då fysisk interaktion förekommer mer sällan är det avgörande för banker att utforma produkter och tjänster utefter konsumenternas behov. Då konsumenters beteendemönster tenderar att utvecklas i samma takt som digitaliseringen är det avgörande för banker att ha en förståelse om huruvida konsumenters attityd i relation till digitala produkter uppfattas samt bredda en förståelse om konsumenternas upplevelse med hänsyn till nya banktjänster. Då kundupplevelsen utgör grunden för kundnöjdhet är det betydelsefullt för banker att leverera en god upplevelse genom att möta kundens behov. Studien ämnade undersöka digitaliseringens inverkan på svenska bankkunders kundnöjdhet. Genom att studera detta var förhoppningen att få en bredare förståelse om huruvida svenska bankkunder upplever att digitaliseringen inverkat på deras kundnöjdhet. Studien tog avstamp i en tvärsnittsdesign med ett deduktivt tillvägagångssätt. Studiens datainsamling grundar sig i en kvantitativ metod och har genomförts genom en enkätundersökning i förhoppning om att nå en stor mängd respondenter. Antalet respondenter som deltog i studien uppgick till 241 där samtliga blev kontaktade via sociala medier. En regressionsanalys har använts för att studera sambandsmönster mellan studiens beroende-, oberoende- samt kontrollvariabler. Studiens teoretiska referensram utgörs av kundnöjdhet, digitalisering, TAMmodellen samt kundupplevelse. TAM-modellen samt kundupplevelse utgör i denna studie grunden för att närma sig ett svar kring hur digitaliseringen inverkat på svenska bankkunders kundnöjdhet. Med utgångpunkt i dessa två teorier framgick det att digitaliseringens inte haft någon negativ inverkan på kundnöjdhet men att det istället effektiviserat konsumenters sätt att uträtta bankärenden. Vidare framgår det av studiens resultat att upplevelse i allmänhet är en bidragande faktor till en högre grad av kundnöjdhet. / The banking sector has undergone extensive changes as a result of the growth of digitalisation. A wider range of differentiated products has made it possible to for consumers to carry out everyday banking on their own with no need for physical interaction with the bank. As a result of this, bank branches have been closed as it no longer generates the same profitability. Due to this, there has been a reduction in the physical interaction between bank and customers. The fact that products and services has become digital has had consequences for the banking sector as the physical meeting has been a key part of customer satisfaction. The purpose of this study was to examine the impact of digitalization on customer satisfaction. The study was conducted using a cross sectional design with a deductive approach. The study’s data collection is based on a quantitative method and has been carried out through a digital survey. The data was analysed by a regression analysis to identify possible relationships between the studies variables. The results of this study show that digitalization does not have a negative impact on customer satisfaction.

Owing to technological development, companies want to transmit a memorable customer experience to their customer in order to enhance their competitive advantage. The purpose of this thesis is twofold - (1) to explore how E-tailers of vintage are working to create memorable online customer experiences and (2) to identify the challenges vintage E-tailers face whilst trying to create these experiences. Earlier research focusing on consumer experience within an online setting was used as a theoretical framework. Semi-structured interviews with eight successful companies, all working with selling vintage online was conducted, and conclusions using thematic analysis were drawn. The findings showed that the most important factors were unique and wide assortment, establishing trust, and adequate communication. The study also shows that the main challenges are related to the complex assortment and its growth, as well as the consumer attitudes. In contrast to the current literature, this study shows that the utilitarian feature is not important and it is something that the customers take for granted. The hedonic features are perceived as being of higher importance. A suggested framework of how to create memorable customer experiences in the context of vintage is also constructed.

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Sensory marketing is a broad concept that can be used as a marketing tool. The sensory marketing can be used in different ways and in different environments. The most common use for sensory marketing in a B2C environment where the customer can interact with their senses more.But how do B2B companies comprehend sensory marketing in a digital environment. The use of sensory marketing is a hard marketing tool to use when applying it to the digital environment. Therefore, the purpose of this thesis has been to examine how B2B companies can implicate sensory marketing in digital marketing and how it can affect their brand image.  The research questions were to be answered by using qualitative case study where eight different industries within the B2B companies participated in semi-structured interviews.  Using the qualitative method to get a more in-depth understanding of how different industries within the B2B companies use sensory marketing is the right choice for collecting correct data. Later in the thesis the collected data is going to be analyzed and discussed with the theory for the purpose to see similarities and differences.  The conclusion of this explains to those B2B companies that were interviewed for this thesis, that the use of sensory marketing is not a conscious decision. The companies use vision and hearing as a subconscious method of spreading awareness about the companies. Although the B2B companies feel it's hard to imply for the business the choice of using the other sense is not aucurrent for their business.

This thesis focuses on the topic of emotions, which are connected with customer experience. Customer experience related to specific shop visited. Emotions are measured by marketing method emotional journey, through which the author shows which emotions are felt, with what frequency and intensity, what causes these emotions and what are difference between sociodemographic and other indicators in connection with these emotions. Theoretical and methodological part of the thesis is focused on the wider context connected with the induction of customers emotions and the influence of these emotion on the overall customer experience of used service. Results of the survey shows interconnection between emotions and index NPS (specifically categories of NPS index - neutrals, promoters, detractors) and results also how the importance of final farewell. Results also shows problems associated with using of method emotional journey, like the suitability of some emotions or understanding of meaning of some emotions by customers. Data were collected through mystery shopping method, which is commonly used for measuring of customer experience, and also data were collected through interviews with mystery shoppers.

El presente Plan de Negocios, muestra la viabilidad económica para la Implementación de un restaurante (pizzería) con mesas interactivas enfocado en los Niveles Socioeconómicos A y B, aprovechando las oportunidades existentes actualmente en el mercado y en satisfacer a un segmento de clientes que se encuentra en búsqueda de nuevas experiencias. La Experiencia del Cliente, será el principal factor que marcará la diferencia con respecto a las ofertas de servicios similares de acuerdo al análisis de la industria y del mercado realizado, implementando una novedosa estrategia a través del uso de mesas interactivas que permitan a los clientes personalizar y visualizar sus pedidos. Adicionalmente, las pantallas también permitirán escoger el medio de pago y ofrecerán también algunos juegos para entretener a los clientes mientras llega la pizza. El restaurant estará ubicado en el Centro Comercial Jockey Plaza, en un espacio de 100 metros cuadrados. Se ofrecerán dos horarios, almuerzos y cenas. La propuesta que se presenta es una opción de atención única, moderna, rápida, especializada y divertida, con un producto final de excelente calidad y sabor. Y que además brindará un ambiente diferente con elementos que harán que la experiencia en CIBER PIZZA sea la mejor. Por último, la evaluación financiera realizada concluye que, al alcanzar los niveles de ventas proyectados en este Plan de Negocios, el proyecto se considera viable y rentable, presentando un VAN positivo de S/ 856,524 con una TIR del 123% inversión que será recuperada antes del año de iniciadas las operaciones. / Tesis

El presente trabajo de investigación tiene por objetivo general determinar la relación entre las acciones de Customer Experience - Capacitaciones en los retailers de construcción - y la decisión de compra de materiales en los retailers del mejoramiento del hogar por parte de los maestros especializados en acabados del sector construcción de 25 a 60 años de NSE C. Se analizó el impacto de las capacitaciones bajo tres dimensiones. Primero se analizó si existía una relación directa entre la decisión de compra y el beneficio de las capacitaciones en términos de su trabajo, como el desarrollo de nuevas habilidades, mejora en el tiempo de acabados y calidad de sus trabajos. Luego, se analizó la relación con la conveniencia de la capacitación para el maestro en términos de tiempo/duración. En la última dimensión se analizó el impacto económico de las capacitaciones para el maestro. Se realizó un estudio mixto. En la investigación cualitativa se tuvo como finalidad recolectar información de los maestros de obra y expertos sobre el tema. En la investigación cuantitativa se tuvo la opinión de los maestros de obra mediante las encuestas y el análisis estadístico para contrastar los resultados con el estudio cualitativo. Las conclusiones comprobaron que existe una relación positiva entre la decisión de compra y en la primera dimensión (beneficio de las capacitaciones en términos de su trabajo), la tercera dimensión (términos económicos), más no en la segunda dimensión (términos de tiempo/duración) porque se comprobó que no existe una relación con la decisión de compra. / The objective of this research work is to determine the Relationship between Customer Experience actions - Training in construction retailers – and the purchase decision of materials in specialized retailers by masters that are specialized in finishes of the construction sector from 25 to 60 years of NSE C. The impact of the training was analyzed under three dimensions. First, it was analyzed if there was a direct relationship between the purchase decision and the benefit of the training in terms of their work, such as the development of new skills, improvement in the finishing time and quality of their work. Then, we analyzed the relationship with the convenience of the training for the masters in terms of time / duration. In the last dimension, the economic impact of training and the purchase decision were analyzed. A mixed study was conducted. The purpose of the qualitative research was to collect information that was provided by the construction masters and experts on the subject. Also, in the quantitative research the opinion of the construction masters was taken through surveys and statistical analysis to contrast the results with the qualitative study. The conclusions verified that there is a positive relationship between the purchase decision with the first dimension (the benefit of the training in terms of their work) and the third dimension (economic terms), but not with the second dimension (terms of time / duration) because it was verified that there is no relationship with the purchase decision. / Trabajo de investigación

Beyond simple shopping needs, nowadays consumers are continuously looking for the consumption of new experiences. This contemporary consumer request also unveils inside shopping centers, which as scholars recognize, are shifting functionality towards becoming centers for customer engagement.Following this trend, marketers are continuously looking into new ways to increase offer attractivity and consequently spur customer engagement. Rituals represent a possible new lens to study consumer behaviour inside the mall landscape and disclose new hidden consumers' processes for value creation.By conducting a pre-study with two mall managers, we sensed their perspective of the mall and individuated the challenges of shopping centers future development and new consumer shopping trends. In a second phase, we focused on analysing the consumer perspective and utilization of the mall by observing their shopping rituals. Semi-structured interviews were conducted with 20 consumers constituting of both Young Professionals and families.In conclusion, different types of rituals were individualized and analysed. By applying rituals to the shopping behaviour of consumers inside shopping malls yielded several insights that resulted to be useful for managers and a valuable contribution to academic research. The results show that mall visitors consume specific rituals inside shopping malls depending on both the target groups (young professionals or families) of consumers as well as the mall experience type (seductive, functional, interactive museum or social). Young Professionals tended to be more spontaneous and socially oriented. However, families tended to shop for functional reasons and often have a planned script of their shopping ritual that they follow throughout their shopping journey at a shopping mall.

Background:  The prevalence of augmented reality (AR) is on an upward trend and is expected to accelerate in growth in the upcoming years. This poses a strategic opportunity for marketers as it paves the way for incorporating AR into their marketing activities. However, a challenge for companies who wish to incorporate AR into their marketing is the lack of internal capabilities concerning AR among marketers. Research has shown that AR marketing (ARM) has several advantages such as it improves customer engagement, customer-brand relationships, customer’s purchasing intentions, and customer’s attitudes towards brands. The key factor that drives these positive outcomes of ARM is the enhanced hedonic and utilitarian benefits it provides. However, there is currently a lack of understanding regarding what utilitarian and hedonic benefits customers expect to derive from ARM. understanding these expectations is essential as their fulfillment is a determinant of how meaningful and satisfactory the ARM experiences are perceived.  Purpose:  The purpose of this study is to bridge the current research gap by exploring customers' expectations regarding the hedonic and utilitarian benefits of ARM and how well they perceive that these expectations are met and subsequently what this means for the overall customer experience.  Method:  The study is based on an exploratory qualitative research design with an abductive approach. The data were collected using semi-structured interviews with fifteen participants that were purposely sampled. This allowed us to get rich data and develop an in-depth understanding of customers’ expectations and experiences with ARM. The interviews were conducted in two rounds, the first round was to explore their expectations of ARM shopping applications while the second round was to explore their experiences. Between the two interviews, the participants used two ARM applications (IKEA Place & Wanna Kicks) and were asked to use them in their domestic setting. We analyzed the interview data using thematic analysis. By doing so we took a systematic approach to identify and compare similarities and dissimilarities in our data, leading to emerging themes. The results were compared to existing literature to identify new findings and develop conclusions.  Findings:  Our findings contribute to a deeper theoretical understanding of ARM by identifying and categorizing customers' hedonic and utilitarian expectations and shedding light on the specific AR attributes that contribute to these expectations. Furthermore, we also present novel insights into how ARM can provide meaningful customers experiences. Our findings have several theoretical and managerial implications offering valuable insights for the continuation of theoretical development and strategic marketing practices.

The main objective of this study was to contribute to direct-to-customer (D2C) companies on the Swedish market by establishing guidelines. Despite the growing use of the model, there is meager research of its success factors. Through the investigation of the apparel and aligned industry, customer insights of components were collected. A deductive approach was used by firstly conducting a literature review and establishing a cross-referencing framework and extracting rough factors to serve as a guide. Empirical data was collected through a quantitative survey in an online questionnaire format. Analysis of the empirical findings developed six new factors; Social Media, Customer Service, Product Knowledge, Integrity, Website Manageability and Unique Value Addition, which were found imperative for the D2C customer experience. Website Manageability demonstrated the highest significance, emphasizing the importance of user-friendliness and navigation. Furthermore, Product Knowledge and Integrity also proved to be paramount to consumers. Customer Service was found to be impactful during various stages of the decision-making process. The report contributes to the subject by presenting customer insights into which elements are most valued during their online shopping experience and their impact during the different stages of the decision-making process.