We are at the dawn of the next chapter of manned space flight, and space travel will soon be within reach for the majority of the humanity, not just the elite. The imminent launch of Virgin Galactic's first commercial service this year, soon to be followed by companies such as SpaceX and Blue Origin, means that space tourism will quickly go from one individual every few years to dozens, perhaps hundreds of new space tourists annually. Everyday civilians going to space for the purpose of tourism will have fundamentally different needs than professional astronauts going up to space for days or month at a times for work and research. To make space travel within reach of the masses, space tourist will need a different and simplified process compared to traditional astronauts. This thesis created a user-centered service that allows companies to handle the increasing number of private individuals going to space. The service not only prepares the customer for the space flight, but also provides an experience that will last a lifetime, that will be shared with others, and in the process perhaps inspire a new generation of human progress and collaboration. The result is a snapshot of the overall service, illustrate the user experience in an immersive, virtual environment. As part of the exploration, an immersive and very effective new method of user experience testing is developed as contribution to the field of Interaction Design.

La révolution numérique se fait dans un climat de défiance latente des clients et des citoyens envers les pratiques digitales (collecte et exploitation de données, etc.). Nombre de responsables appellent de leurs vœux à davantage de transparence afin de sortir de la crise de confiance actuelle. Mais ce principe de transparence serait-il suffisant pour restaurer la confiance dans l’environnement digital ? La question de la transparence se pose aujourd’hui de manière prégnante en raison des risques de dérive et de manipulation des clients, mais elle se pose aussi de manière différente, tant les modes d’échange et de communication sont maintenant multiformes, multidirectionnels et instantanés. Cette recherche explique le rôle de la transparence perçue des pratiques digitales dans l’appréhension de la relation client. Une étude qualitative exploratoire sur deux échantillons (16 clients et 12 managers) a permis de valider la multi-dimensionnalité de la transparence perçue (objectivité, limpidité, ouverture) des pratiques digitales. Une étude quantitative en ligne (panel ad hoc de 445 répondants) réalisée sur les perceptions des clients d’Amazon, un pure player de l’e-commerce, leader dans le domaine et pionnier dans l’exploitation massive des données (moteurs de recommandations, customisation, etc.), a quant à elle permis de 1) développer une échelle de mesure de la transparence perçue, 2) comprendre en quoi la transformation digitale des clients avait un rôle dans la perception de la transparence et 3) évaluer l’impact des différentes facettes du concept sur le renforcement ou la dégradation des relations avec les entreprises (confiance et engagement). Une étude post-enquête qualitative a finalement été menée afin de discuter avec les managers des implications de ce travail doctoral. / The digital revolution is taking place in a climate of distrust. Consumers and citizens often have a negative judment of digital practices (collection and data exploitation, etc.). Officials are calling for more transparency to surpass the current trust crisis. But will this principle of transparency be enough to restore trust in the digital environment? The question of transparency arises significantly today because of the risks of customer drift and manipulation. It also arises because of the changing communication modes which are now multiform, multidirectional and instantaneous. This research explains the role of perceived transparency of digital practices in the way we apprehend the customer relationship. A qualitative exploratory study on two samples validated the multi-dimensionality of the perceived transparency construct (objectivity, clarity, openness) using the perceptions of 16 consumers and 12 managers. An online quantitative study (ad hoc panel of 445 respondents) conducted on the perceptions of Amazon customers, an e-commerce pure player, leader in the field and pioneer in the massive exploitation of data (recommendation engines , customization, etc.), has helped to 1) develop a measurement scale of perceived transparency, 2) understand how the customers’ digital transformation had a role in the perception of transparency and 3) determine the influence of perceived transparency’s dimensions on trust building and commitment. A qualitative post-survey study was finally conducted to discuss with managers the implications of this doctoral research.

The concept of customer experience has an increasing interest among organizations today since customers have become picky and demands for an experience are an existing fact. In the early 2000s, a paradigm shift was found, where focus from a goods-dominant logic was moved to a service-dominant logic which came to have a great impact on how to manage customer experiences today. Digitalization in society has increased which has created both opportunities and difficulties for organizations. A new norm has emerged where organizations implement an omnichannel strategy. In turn, omnichannel marketing can improve the customer experience. However, omnichannel marketing makes the customer journey highly individual and more complex to understand. Therefore the purpose of this thesis is to explore how Swedish retailers on a strategic level manage the customer experience and if there are any differences in the strategies between price segments. The empirical findings were conducted using a qualitative multiple case study of five cases in the Swedish retail sector. The data was gathered from semi-structured interviews and was analyzed and compared to existing theory.  The conclusion of this thesis shows customer insights as a common theme that emerges frequently throughout the semi-structured interviews. Through customer insight, retail organizations have a chance to meet their customers’ demands and face the complexity that occurs with technology and new channels. In the conclusion, there are also found differences in how to manage customer experiences between price segments. A common factor among the cases within customer experience is quality. Although, quality has a different meaning depending on which price segment. Further, the quality can be staged into three levels connected to each price segment.

Purpose The purpose of this study is to get insights in how the digitalization of fitness services has affected the customer experience, this with a focus on fitness services such as dance classes and PT-sessions online.  Theoretical background The theory has its foundation in both the customer journey where different touchpoints are perceived and the factors affecting the customer experience. Many studies have been done in the subject of customer experience and five factors are categorized. First, the cognitive factors then the affective factors, sensory factors, social factors and last the conative factors.  Methodology The study employs a qualitative research type with a cross-sectional research design. Primary data are collected through semi-structured interviews with four customers and one gym. Empirical findings and analysis Multiple differences and similarities between the digital and physical experience are presented. For example, physical gyms have more equipment than all of the respondents have in their home. At the same time, it can be a disadvantage that the internet connection and digital tools are required at the digital classes. However, the flexibility is higher when the classes are online, both because of the accessibility and the higher ability to choose time and place for the workout.  Conclusion The digitalization of fitness services has affected the customer experience, both positive and negative. To what extent the change is positive or negative are based on personal preferences. For instance, some customers enjoy the lack of social interaction while some miss is, some may like the smell of the gym while some prefer the smell of their own home. Therefore, the ability to choose in the future is recommended and the gyms do need to work on the optimalization of the experience both for their digital and physical customers.

We are currently in the middle of the digital marketing era where technological developments have made it possible for customers and businesses to communicate around the clock. Social media is a tool that makes it possible for companies and brands to create and maintain relationships. To understand social media usage and the motivations behind it, Uses & Gratifications theory is commonly used. Motivations are important when exploring consumer behaviour and understanding the customer journey. A customer journey can be explained as the different touch-points a customer has with a firm during a purchase cycle. Marketing on social media often has different objectives where purchase intention is one important, since it indicates the real value of advertising on social media. Earlier research has not combined these three concepts: motivations to social media usage, the customer journey and purchase intention and this gap got us interested in examining the relationships between these. To do this we developed two research questions: RQ1: Do motivations to use social media affect stages in the customer journey?  RQ2: Do the different stages of the customer journey affect purchase intention?  The purpose of this study is to investigate motivations that lead to social media usage and if these affect the stages in the customer journey, and further how the customer journey affects purchase intention. We also wanted to investigate if usage of social media has changed during the Covid-19 pandemic. To answer our research questions and fulfill the purpose of this study, we conducted a quantitative research targeting students in Sweden.  Based on existing literature regarding social media, motivations, Uses & Gratification theory, the customer journey, customer decision process and purchase intention we created a theoretical framework and a conceptual model whose aim was to explain relationships between motivations to use social media, the stages of the customer journey and purchase intention. We also developed 12 hypotheses that we tested and included in the model. We collected data by using an online questionnaire and then analysed it and ran tests in SPSS. Our results showed that 4 out of 12 hypotheses could be supported: There is a positive relationship between cognitive motivation and the pre-purchase stage of the customer journey; There is a positive relationship between cognitive motivation and the purchase stage of the customer journey; There is a positive relationship between hedonic motivation and the pre-purchase stage and lastly; There is a positive relationship between the pre-purchase stage and purchase intention. The conclusion is that changes in purchase intention mostly rely on the impact of the pre-purchase stage. The pre-purchase stage is in turn affected by cognitive and hedonic motivations to use social media.

The bachelor thesis aims to explore whether students perceive the usage of self-service technology (SST) as positive, neutral or negative, which occurs before, under and after a visit at the library of University of Borås. In this paper, a qualitative user diary was used as a method to gather empirical data. An established UX method, customer journey mapping (CJM), was selected to analyze the empirical findings. The findings were further analyzed with a theoretical framework of the predecessor David Benyon to gain a deeper understanding of user experience in a cross-channel context. The study shows that students are overall positive to the usage of SST, but a deficiency of information affects the positive experience throughout the library.

This thesis was conducted to get a better understanding on how the atmosphereimpacts a restaurant experience in Sweden. To investigate which factors influence arestaurant's atmosphere, the customer journey model and FAMM-model will beutilized. A qualitative research method was used, the data was collected throughsemi-structured interviews where 14 customer interviews and 2 expert interviewswere conducted. The authors started out with an deductive approach that wascombined with an inductive to create an abductive approach. The authors found thatatmosphere has a significant impact on customers' restaurant experiences where thesenses play a crucial role in creating a good experience. However, the findings aredependent on the restaurant's setting and personal perspectives from the customer.The research shows that customers priorities differently when it comes to thedifferent periods of the customers atmospheric experience journey. Where thebefore and under the service factors have different impacts depending on andprioritization. The authors can therefore see that it is important for customers thatthe restaurants communicate their atmosphere, both before and during the serviceperiod to create more satisfied customers. The authors can imply that the discoveryprovides a way for restaurants to become more competitive and create a moresatisfying atmosphere for their customers. This thesis provides an opening forfurther research on atmosphere impact on customer experience.

In this paper customer journey for B2B SaaS business models was analyzed to study customer experience, customer success and its key performance indicators. The research method is the case study of Supplier Relationship Management SaaS solution provider. In recent years, the research in customer journey management identified the tendency of acknowledge customer journey as a differentiator and a competitive advantage. Customer journey is a complex process that entails structured customer experience/success measurement system. There is no standard approach or method that provides standardized set of metrics to be applied for every journey. For SaaS solutions term “customer success” is relevant to customer experience with the solution and an indicator of customer loyalty. The purpose of the research is investigation of B2B SaaS business model and definition of key performance indicators of customer success. The case study aims to open a framework for discussion what is customer success in B2B SaaS solutions, when does it appear, and how a company influences and ensures customer success. / I den här rapporten analyserades kundresan för B2B SaaS affärsmodeller för att studerakundupplevelsen, "customer success" och dess viktigaste resultatindikatorer. Forskningsmetoden ärfallstudien för Supplier Relationship Management SaaS lösning.Under de senaste åren har forskningen inom kundresa identifierat tendensen att erkänna kundresansom en differentiering och en konkurrensfördel. Kundresan är en komplex process som innebär ettstrukturerat kundupplevelse- och framgångsmätningssystem. Det finns ingen standardmetod ellermetod som ger standardiserade uppsättningar av mätvärden som ska tillämpas för varje resa. För SaaSlösningen är termen "customer success" relevant för kundupplevelsen med lösningen som en indikator på kundlojalitet.Syftet med forskningen är att utreda B2B SaaS affärsmodell och definition av viktiga resultatindikatorer för "customer success". Fallstudien syftar till att öppna en ram för diskussion vad är "customer success" i B2B SaaS-lösningar, när det verkar och hur ett företag påverkar och säkerställer "customer success".

This thesis examines the informational requirements of customers throughoutthe customer journey within the industry for industrial facilitating goods and exploreshow to manage data to meet these requirements. The research adopts a qualitativeresearch design with a case study approach, using semi-structured interviewssupplemented with secondary survey data. Thematic analysis and descriptive andcorrelational analysis were employed to analyze data. The study identifies digitaltouchpoints as crucial areas for understanding data requirements and data exchange andhighlights the importance of data quality and searchability in enhancing customersatisfaction. The research findings simultaneously emphasize the need for a balancebetween physical and digital touchpoints and the significance of qualitative humaninteractions in generating positive customer experience. Managerial implicationsinclude the importance of updating and delivering the appropriate data sets for differentcustomer roles, investing in business web-presence to facilitate effective customerinteractions, and maintaining a balance between physical and digital touchpoints.

The expansion of second hand clothing markets has developed through the recent years and the phenomenon has turned into a trend and normalization among fashion companies and consumers, rather than its historical label of being connected to low status. As digitalization has become important for how people consume fashion products, previous research suggests several perceived risks with shopping online. However, the Swedish second hand clothing market in the menswear segment is presented as a rather underdeveloped research area, which allows this study to investigate potential risks and possibilities in an online environment. In addition, we apply a combination of two theories (1) The perceived risk theory and (2) The servicescape theory. The chosen theories have been interpreted and tweaked in order to adapt to this research approach and to further analyze University students at Swedish School of Textiles and their online behavior, but also attitude towards second hand clothing. By applying these theories, a contribution on a deeper understanding was achieved and thereby allowed us to fulfill the purpose of the study, which is to identify how online companies can improve their presentation of product assortment with focus on second hand clothing menswear, using eye tracking technology. Hence, the results provide an increased knowledge from a business perspective and a consumer perspective. The chosen methodology for this study is based on a qualitative approach, primarily a laboratory experiment (eye tracking experiment), followed by a semi-structured interview. The experiment and the interviews took place at Handelslabbet located in Borås and the participants were students from Textile Management Bachelor program year 1. The most prominent perceived possibility was shown to be “Second hand - an increasing assortment” and the most prominent risk was “A hidden assortment”. The perceived risks and possibilities are presented in an online environment based on The servicescape theory. Ultimately, the findings indicate that an attitude- and behavioral gap is still a challenge in regards to sustainable consumption. Thus, companies must increase and develop strategies for their customers that facilitates how to consume more sustainably in an e-commerce environment.