El tema de investigación a realizar es de la relación del Customer Experience en bares y en redes sociales de las cervezas artesanales en Lima Moderna. El público objetivo por estudiar sería a los jóvenes adultos entre los 25- 35 años en los distritos de Miraflores, Barranco y Surco que son consumidores de este tipo de cervezas. Es de relevancia dicha investigación porque las cervezas artesanales están logrando crear una gran demanda en los consumidores por ofrecer buena calidad, precios bajos y generar engagement a través de las acciones online y offline. Para ello se busca entender dicho fenómeno en este tipo de cervezas por la cual generan valor de marca con el fin de obtener notoriedad en el mercado. Por ende, se evidencia una relación existente del customer experience digital incluyendo bares de cervezas artesanales con el valor de marca debido a que se obtiene una reputación y recomendación de marca de los clientes a otros en base a las acciones online (redes sociales) y offline (bares de cervezas artesanales) que se habían realizado durante del tiempo para obtener notoriedad en el mercado a largo plazo. / The research topic to be carried out is the relationship of the Customer Experience in bars and social networks of craft beers in Modern Lima. The target to study would be young adults between 25-35 years in the districts of Miraflores, Barranco and Surco who are consumers of this type of beer. This research is relevant because craft beers are managing to create a great demand on consumers for offering good quality, low prices and generating engagement through online and offline actions. For this, it is sought to understand this phenomenon in this type of beer by which they generate brand value in order to obtain notoriety in the market. Therefore, there is an existing relationship of the digital customer experience including Craft beer bars with brand value because a reputation and brand recommendation is obtained from customers to others based on online (social networks) and offline actions (Craft beer bars) that had been made over time to gain long-term market visibility. / Trabajo de investigación

Background: In connection with the digitalisation of banking services, new players establishing themselves in the market and increased awareness that there is a large variety of attractive banking services among private banking customers, the banking sector is undergoing major changes. Individuals are often customers in different banks at the same time for different purposes. It is therefore important for bankers to identify determinants that can be of important nature when the customer chooses a bank and banking services. Purpose: The overall purpose of the study is to create an understanding of how digitization of previously physically performed banking services and how other determinants affect how private banking customers, in the age range 40-55, choose banking and banking services. Furthermore, the study aims to present proposals for future improvement work for the banks in line with the factors identified in the study. Method: To achieve the purposes of this study, a combination of two methods was used: quantitative method and qualitative method. The quantitative method was applied through a web-based survey and the qualitative method through individually made interviews. Conclusion: A conclusion can be drawn that bank customers belonging to generation X, the middle age, have a positive experience of digitalization of previously physically performed banking services. Furthermore, the main determinants that affect bank customers when choosing a bank are; recommendations from friends and family, interest rates on loans, friendliness and helpful staff, the bank's reputation and availability. Improvement proposals from customers to the banks showed that customers want to see more work in sustainability and to see better alternatives for customers whose technological ability is not good, for example the older generation.

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Yes / Increased use of smart technologies by customers is leading to recognition of their influence on the shopping experiences of customers by practitioners. However, the academic literature fails to acknowledge the influence of smart technology usage, combined with behavioural intention of the customer, on the dynamics and experience of customers. This research utilises explanatory research at the preliminary stage to examine this phenomenon in a retail setting. A conceptual framework was created, based on the scholarly knowledge available in extant literature, and was tested using a survey of a convenience sample of 330 consumers shopping in a high-end retail store in London, United Kingdom. Structural Equation Modelling (SEM) via AMOS was employed to test the proposed model. This study contributes to technology adoption based consumer behaviour literature, by explaining the ability of learning commitment to drive the participation of an individual, but its inability to influence their behavioural intention. Findings of this research also reflect on the role of customer dynamics and customer experience in embracing innovative application of smart technologies in a retail setting. The results and implications included in our study also contribute to the understanding of the determinants that affect customer dynamics and customer experience when making use of smart technologies.

Yes / With the arrival of the service economy, businesses across different sectors have to rely increasingly on service design, with its focus on the viewpoints of customers and their experiences. Existing frameworks for evaluating customer experience tend to neglect the connection between customer experience and value co-creation, which is critical for enhancing the performance of service design. The aim of this conceptual paper is, therefore, to develop a customer experience evaluation framework that is coherently integrated with the value co-creation construct. It is achieved by intersecting the most relevant insights from prior approaches to evaluating customer experiences with a theoretical interpretation of service value as value in the experience that is always co-created and uniquely determined by the customer's personal lived and imagined experiences. The proposed framework is original in its theorizing of the evaluation process as a transformation from a customer experience evaluation to a synchronized evaluation of value in the experience and value co-creation throughout and beyond the service process. The framework proposes to utilize it in both major service redesign and on-the-spot service improvements, which are extremely relevant to businesses operating in highly competitive environments. The proposed framework is designed to guide future empirical evaluations, accommodate new theoretical extensions, and inform practical applications to design service offerings as unique and preferred experiences for customers.

Higher education institutions (HEIs) are facing greater challenges in the modern era as a result of globalization, advancement in new technologies and the worldwide recession. As a result of these factors, as well as a decrease in government subsidies, marketing departments at HEIs find it more difficult to recruit and retain quality students. It is therefore necessary to establish what factors can contribute towards creating more satisfied and loyal students using the principles of relationship marketing, with the aim (in theory) to produce more customer advocates that will further their own studies, and actively promote their HEI to other prospective students. This study aimed to determine the customer experience levels of undergraduate students of the North-West University (NWU) in an administrative environment by using a quantitative approach. A questionnaire was distributed to students from ten different modes of delivery and campuses by using primarily a systematic random sampling technique, and self selective sampling to a lesser degree in the ten different learning models and campuses of the NWU. The total population of related administrative staff also received questionnaires, while qualitative, structured interviews were conducted with the registrars of the NWU. The data was analysed and interpreted by using the SPSS software, and frequency tables, reliability tests, factor analysis, correlations and the determination of the statistical analysis in an effort to answer the five research questions. A total of 1,299 students (4,2% of the population), 107 administrative staff members (73,2% of the population) and all four registrars participated in the study. There were significant differences found in the customer experience levels on the different campuses and modes of delivery especially in the direct interactions at service points. A strong positive correlation was reported between a positive customer experience as encountered by students, and their loyalty, as well as their intentions to continue their studies at the NWU, and their intention to actively endorse or promote the NWU to friends and family members (customer advocacy). There was also a strong positive correlation between staff members‘ intention to deliver satisfactory customer experience levels and also between it, their own loyalty and own customer advocacy levels. There was, however, no significant difference in the perceived customer experience levels between younger, on-campus students and older, off-campus students. Lastly, the NWU-PERF service quality tool was found to be a reliable and valid instrument to determine participants‘ perceptions about customer service levels at the NWU in the academic administration environment. Four of the five research questions could therefore be answered from the finding of this study, with only the expected differences in the perceived customer experience levels between younger, on-campus students and older, off-campus students proved as incorrect. It could therefore be concluded that all student populations therefore have the same customer experience desires. Several recommendations were made, including the further development, testing and usage of the NWU-PERF instrument to consistently improve service levels at the NWU, the establishing of policy documents to establish an awareness of a customer-centric approach, the development and use of appropriate technologies, the improvement of service experiences, a central customer service centre, adequate administrative staff, centralized support for off-campus programmes, and a broader, more active alumni association. / Thesis (Ph.D. (Marketing Management)--North-West University, Potchefstroom Campus, 2011.

Higher education institutions (HEIs) are facing greater challenges in the modern era as a result of globalization, advancement in new technologies and the worldwide recession. As a result of these factors, as well as a decrease in government subsidies, marketing departments at HEIs find it more difficult to recruit and retain quality students. It is therefore necessary to establish what factors can contribute towards creating more satisfied and loyal students using the principles of relationship marketing, with the aim (in theory) to produce more customer advocates that will further their own studies, and actively promote their HEI to other prospective students. This study aimed to determine the customer experience levels of undergraduate students of the North-West University (NWU) in an administrative environment by using a quantitative approach. A questionnaire was distributed to students from ten different modes of delivery and campuses by using primarily a systematic random sampling technique, and self selective sampling to a lesser degree in the ten different learning models and campuses of the NWU. The total population of related administrative staff also received questionnaires, while qualitative, structured interviews were conducted with the registrars of the NWU. The data was analysed and interpreted by using the SPSS software, and frequency tables, reliability tests, factor analysis, correlations and the determination of the statistical analysis in an effort to answer the five research questions. A total of 1,299 students (4,2% of the population), 107 administrative staff members (73,2% of the population) and all four registrars participated in the study. There were significant differences found in the customer experience levels on the different campuses and modes of delivery especially in the direct interactions at service points. A strong positive correlation was reported between a positive customer experience as encountered by students, and their loyalty, as well as their intentions to continue their studies at the NWU, and their intention to actively endorse or promote the NWU to friends and family members (customer advocacy). There was also a strong positive correlation between staff members‘ intention to deliver satisfactory customer experience levels and also between it, their own loyalty and own customer advocacy levels. There was, however, no significant difference in the perceived customer experience levels between younger, on-campus students and older, off-campus students. Lastly, the NWU-PERF service quality tool was found to be a reliable and valid instrument to determine participants‘ perceptions about customer service levels at the NWU in the academic administration environment. Four of the five research questions could therefore be answered from the finding of this study, with only the expected differences in the perceived customer experience levels between younger, on-campus students and older, off-campus students proved as incorrect. It could therefore be concluded that all student populations therefore have the same customer experience desires. Several recommendations were made, including the further development, testing and usage of the NWU-PERF instrument to consistently improve service levels at the NWU, the establishing of policy documents to establish an awareness of a customer-centric approach, the development and use of appropriate technologies, the improvement of service experiences, a central customer service centre, adequate administrative staff, centralized support for off-campus programmes, and a broader, more active alumni association. / Thesis (Ph.D. (Marketing Management)--North-West University, Potchefstroom Campus, 2011.

The rapid development of today’s society is accelerated with digitalization and the customers have more possibilities to compare businesses with each-other than before. The focus on Customer Experience have increased in popularity during the last decade and an increasing number of companies have begun to consider the importance of their customers, the society, and their personnel. This study explores the customer experience in two companies in different industries and how it can be expanded to increase competitiveness and the emotional value towards the customers. An energy company and a bank are compared regarding their operations surrounding customer focus and employee commitment to identify challenges and possibilities in combination to increased digitalization. This study investigates how Customer Experience Management can be introduced, which is a corporate strategy to lift the emotional aspects of a company in order to increase the connection to its customers. The study compares two companies through qualitative interviews and a quantitative employee survey to answer three research questions; (1) the current way in which the companies operate, (2) possibilities to develop through Customer Experience Management, and finally (3) how digital tools can be introduced in order to elevate the customer experience. The analysis combines the empirical findings with literature and theories to enable development for businesses who aim to increase their customer focus and customer experience concerning customer service and the organization. The findings of this study show that the companies have opportunities to progress in areas such as strategic focus, organizational culture and the potential to implement digital tools in order to increase the customer experience. Important factors which are considered drivers in the customer experience are ways to increase the customer satisfaction and loyalty, the commitment and motivation of the employees, as well as expressed strategies to saturate the organization. An increased focus on emotional value creation is considered crucial for companies to differentiate and increasing their competitiveness. / I dagens samhälle går utvecklingen snabbt med hjälp av digitaliseringens framfart och kunder har mer och mer möjligheter till att jämföra företag mellan varandra. Att fokusera på kundupplevelser har ökat i popularitet under de senaste åren där fler och fler företag inser vikten av att bry sig om sina kunder, samhället och sin personal. Denna studie undersöker kundupplevelsen på två företag och vad som kan göras för att utveckla den. Ett energibolag och en bank jämförs i deras arbetssätt kring kundfokus och medarbetarengagemang inom kundservice för att identifiera utmaningar och möjligheter i samband med ökad digitalisering. Studien undersöker hur man kan introducera Customer Experience Management, vilket är en ledningsstrategi som fokuserar på att lyfta företagens emotionella delar för att skapa starkare band till kunderna och öka konkurrenskraften. Studien jämför två företag genom djupintervjuer och en medarbetarenkät för att svara på tre forskningsfrågor som handlar om; (1) det nuvarande arbetssättet, (2) utvecklingsmöjligheter från ett perspektiv kring Customer Experience Management, och slutligen (3) hur digitala verktyg kan introduceras för att höja kundupplevelsen. Analysen kombinerar de empiriska fynden med litteratur och teorier för att ge möjligheter till utveckling för företag som vill utveckla sitt kundfokus och kundupplevelse inom kundservice och organisationen i sig. Slutsatserna visar att företagen har utmaningar inom områden så som strategiskt fokus, organisationskultur och potential för digitala verktyg som kan användas för att höja kundupplevelsen i företagen. Viktiga parametrar som identifieras som drivande för att öka kundupplevelsen är bland annat verktyg för att öka kundnöjdhet och lojalitet, medarbetarnas engagemang och motivation samt uttalade strategiska val som genomsyrar hela organisationen. Att fokusera på emotionellt värdeskapande i företagen ses som en grundläggande utvecklingsmöjlighet för företag som vill differentiera sig och öka konkurrenskraften.

The practical relevancy of Customer Experience Management is increasing. The research on the topic has still not found common ground in all areas. Most scholars still fail to see the advantage of adopting a broader perspective of Customer Experience Management and integrating factors that lie out of the focal company’s control into the scope of the conceptual framework. The aim of this thesis is to clarify the principal elements that constitute Customer Experience Management and explore what role the Service Delivery Network plays in this context and how it can be managed more effectively with the help of IT/IS. To explore the problem empirically, a case study approach was used. The author had the possibility to investigate the Passenger Experience activities of Tallinn Airport which has the unique goal of becoming "The World’s Cosiest Airport". Summarizing the findings of the thesis very briefly, the following things should be noted. First, the case study has shown empirically that passengers’ experiences with different companies in a Service Delivery Network interfere with each other. Second, the findings suggest that Partner Management is an important part of Passenger Experience Management. Third, IT and mobile IT in particular are good means to manage Passenger Experiences. Especially, mobile applications have a huge potential to support a customer’s self-management and co-create an experience. A potential avenue for future research would be 1. to take on the passenger perspective on the topic and 2. to replicate the study or at least parts of it at other airports to allow cross-case analyses.

Skiftet från en bensindriven bil till en elbil är ett ämne som drastiskt accelererat under de senaste fem åren med motivation av miljömässiga fördelar. Detta skifte börjar inte bromsa in, utan snarare att fler konsumenter väljer en elbil framför en bil med en förbränningsmotor. I takt med att bilen blir mer avancerad, blir även tekniken inuti bilen mer komplicerad för konsumenter att använda. Syftet med denna studie är att jämföra köpintentioner av en Elbil mellan Tyskland och Storbritannien, med specifik hänsyn till Technology acceptance model (TAM). Studien är genomförd som en kvantitativ undersökning med Polestar som samarbetspartner. För Tyskland respektive Storbritannien är respondenterna 54 respektive 56 styck. Analysering av resultat har gjorts genom en deskriptiv analys samt en korrelationsanalys, för att hitta mönster i de datamaterial som insamlats. Resultatet påvisar att det finns såväl likheter som skillnader i köpintentionerna för såväl Tyskland som Storbritannien. Exempelvis påvisar resultatet att TAM har en likvärdig inverkan på köpintentionerna hos de båda länderna, samtidigt som exempelvis miljö har en större inverkan hos konsumenter i Storbritannien än i Tyskland. / The shift from a petrol-powered car to an electric car is a topic that has accelerated dramatically over the past five years with the intention of environmental benefits. This shift is not starting to slow down, rather more consumers are choosing electric vehicles over cars with internal combustion engines. As the car becomes more advanced, the technology in the car also becomes more complicated for consumers to use. The purpose of this study is to compare the purchase intentions of electric cars in Germany and the United Kingdom, with specific regard to the Technology acceptance model (TAM). The study was conducted as a quantitative study partnered with Polestar. For Germany and the United Kingdom, the respondents are 54 and 56 respectively. Analysis of results has been done through descriptive analysis and correlation analysis, to find patterns in the data material collected. The results show that there are similarities and differences in the purchase intentions for both Germany and the United Kingdom. For example, the results show that TAM has an equal impact on the purchasing intentions of the two countries, while for example, the environment has a greater impact on consumers in the UK than in Germany.