Introduktion: Att skapa en stark kundupplevelse har inom de senaste åren blivit en fokuspunkt inom marknadsföring bland både ledande företag och forskning. De flesta studier inom kundupplevelse har behandlat kundupplevelsen i fysisk handel och inom e-handeln. Nu har ytterligare en handelsvariant, liveshopping, skapats som ser ut att slå igenom världen över. Precis som kundupplevelsen designas effektivast på ett visst vis när den sker i fysiska handeln och på ett annat vis när den sker i e-handeln, anser vi att det borde finnas en optimal design för kundupplevelsen inom liveshopping. Syfte: Denna studie syftar till att undersöka hur kundupplevelsen i e-handelsformatet liveshopping kan designas för att påverka konsumenters köpintention positivt. Frågeställningar: Hur påverkar konsumenternas kundupplevelse dess köpintentioner vid liveshopping? Vilken roll spelar typ av värd för konsumenters köpintentioner i liveshopping? Vilken roll spelar graden av personlig interaktion för konsumenters köpintentioner i liveshopping? Metod: Denna magisteruppsats använder sig av kvantitativ strategi, deduktiv ansats, tvärsnittsdesign och enkätmetod. Studiens insamlade data analyseras med variansanalyser i SPSS. Resultat: Studien kommer fram till att den underhållande och sensoriska, den informativa samt den sociala dimensionen av kundupplevelsen påverkar köpintentionerna i liveshopping positivt. Studien visar även att desto mer personlig interaktion i liveshopping, desto högre köpintentioner har konsumenterna samt att en produktexpert leder till högre köpintentioner än en influencer. Kunskapsbidrag: Studien bidrar med kunskap om kundupplevelsen i ett nytt ehandelsformat, liveshopping. / Background: Creating a strong customer experience has in recent years become a focal point in marketing among both leading companies and academic research. Most studies within customer experience have studied the customer experience in physical stores and e-commerce. However, a new shopping format, live shopping, has hit the market around the world. Just as the customer experience is designed more efficiently in a certain way when it takes place in physical store and in another way when it takes place in e-commerce, we believe that there should be an optimal design for the customer experience in live shopping.  Purpose: This study aims to investigate how the customer experience in the ecommerce format live shopping can be designed to positively influence consumers' purchase intention.  Research questions: How does perceived customer experience affect purchase intentions in live shopping? What role does the choice of host play in consumers' purchase intentions in live shopping? What impact does the degree of personal interaction have on consumers' purchase intentions in live shopping?  Methodology: This master's thesis uses quantitative strategy, deductive approach, crosssectional design, and questionnaire method. The collected data is analyzed with variance analysis in SPSS. Conclusion: The study concludes that the entertaining and sensory, the informative and the social dimension of the customer experience positively affect the shopping intentions in live shopping. The study also indicates that more personal interaction in live shopping leads to higher purchase intentions. It also indicates that product experts lead to higher purchase intentions than influencers.  Contribution: The study contributes with knowledge about the customer experience in the new e-commerce format, live shopping

Affärsmodellinnovation innebär att en affärsmodell uppdateras och utvecklas för att vara relevant och samspelt med konkurrensen. Det finns flertal forskare som listar olika koncept som organisationer behöver ha med i sina ffärsmodellinnovation för att den ska bli framgångsrik. Men hur blir det när ett bolag försöker sig på affärsmodellinnovation och skapar ett digitalt verktyg för samverkan i en digital omogen bransch som byggbranschen?  Syftet med denna studie är därmed att utforska utmaningar kring affärsmodellsinnovation som fokuserar på utveckling av digitala verktyg för byggbranschen och metoden som används är litteraturstudie samt semistrukturerade intervjuer. Studien resulterar i slutsatsen att det inte räcker med koncepten som forskarna har kommit fram till vad gäller affärsmodellinnovation utan att ett bolag som ska skapar ett digitala verktyg behöver även skapa sig en insikt om hela affärsmodellinnovationensekosystem för att nå fram till sina kunder och partners i en digitalt omogen bransch.

The technology of today enables several alternatives to obtaining food in physical stores, such as home deliveries of groceries or take away deliveries. Traditionally grocery retailers have focused primarily on products, but as time changes and customer values shift, grocery retailers must focus on customer experience to establish a relationship between the company and customers to stay competitive on the market. The aim of this study was to investigate what data are required, and where in-store these data should be collected, to draw conclusions about customer experience in a grocery store. Furthermore, to investigate how the graphical user interface of an application collecting that data in-store in grocery stores should be designed and evaluate the usability of the produced proof of concept-application in terms of subjective satisfaction. The implementation was done iteratively, where the first set of requirements were based on a literature study and contextual inquiry, and the other prototypes were evaluated through user testing and interviews. The final high-fidelity prototype was evaluated by the System Usability Scale. The study defined customer experience as the cognitive experience, the affective experience, the social experience, and the physical experience. Data on each of these aspects should be collected to measure customer experience and will give an indication about the  customer experience in the store. Measurement should be done on one of the touchpoints identified in the study. The application created was a usable system according to the SUS evaluation but may not be extensive enough to replace all other measurements, and a mix of techniques should be considered.

En la actualidad, se sostiene que la calidad de servicio llega a tener un gran papel sobre el desempeño de cualquier negocio. En la hotelería, esta variable viene siendo un pilar para todo éxito y un requisito indispensable frente a clientes cada vez más exigentes dentro de un entorno altamente experiencial (J.U. Islam, et al., 2019). Es aquí donde las empresas reconocen la actuación importante de las experiencias positivas en los clientes y su influencia sobre su beneficio estratégico (Kandampully et al., 2018). Como evaluación necesaria y promoción de la importancia de dicha relación, para esta investigación, se analizará la relación activa entre la calidad de servicio y la experiencia del cliente en hoteles de categoría superior y de lujo para el turismo nacional en el distrito de Paracas durante el año 2020. En el primer capítulo, se explica la problemática de investigación y los antecedentes que forman la base de la investigación. Seguidamente, se extiende toda la información recogida para cada variable en estudio. Para calidad de servicio, se explica su definición a lo largo del tiempo, los beneficios que esta plantea, los modelos predominantes para su medición y las dimensiones elegidas para esta investigación. Por otro lado, para experiencia de cliente, se explica su definición, la importancia sobre su función estratégica, las herramientas para su buen desarrollo y las dimensiones elegidas para esta investigación. En el segundo y tercer capítulo, se explica el plan de investigación y el marco metodológico respectivamente. Para el plan de investigación se define el problema, los objetivos y la hipótesis a estudiar, calificadas por composiciones generales y específicas. Y, para el marco metodológico, se expone el cálculo de muestreo y población. Asimismo, se define el tipo, diseño y técnicas de recolección y procesamiento de datos. Para el cuarto y quinto capítulo, se exponen los resultados y las declaraciones finales respectivamente. En los resultados, según las mediciones comprobadas estadísticamente, se confirma la relación y se acepta la hipótesis general y los objetivos específicos. Por último, se expone la discusión donde se afirma la hipótesis general y los objetivos específicos y se confirman las conclusiones concluyentes. / Currently, it is argued that the quality service comes to have a great role in the performance of any business. In the hospitality industry, this variable has been a pillar for all success and an indispensable requirement in the face of increasingly demanding clients within a highly experiential environment (Islam et al., 2019). It is here that companies recognize the important performance of positive customer experiences and their influence on their strategic benefit (Kandampully et al., 2018). As a necessary evaluation and promotion of the importance of this relationship, for this research, we will analyze the relationship between the quality of service and the customer's experience in superior category and luxury hotels for national tourism in the Paracas district during 2020. In the first chapter, the research problems and the background that form the basis of the research are explained. Next, all the information collected for each variable under study is extended. For quality service, the definition is explained over time, the benefits it raises, the predominant models for its measurement and the dimensions chosen for this research. On the other hand, for customer experience, its definition, the importance of its strategic function, the tools for its proper development and the dimensions chosen for this research are explained. In the second and third chapters, the research plan and the methodological framework are explained respectively. For the research plan, the problem, the objectives and the hypothesis to be studied are defined, qualified by general and specific compositions. And, for the methodological framework, the sample and population calculation is exposed. Likewise, the type, design and data collection and processing techniques are defined. For the fourth and fifth chapters, the results and final statements are presented respectively. In the results, according to statistically proven measurements, the relationship is confirmed and the general hypothesis and specific objectives are accepted. Finally, the discussion is exposed where the general hypothesis and the specific objectives are affirmed and the conclusive conclusions are confirmed. / Tesis

Cieľom diplomovej práce je analýza aktuálnej situácie zákazníckych skúseností vytváraných spoločnosťou a poskytnutie sérií odporúčaní pre ich zlepšenie. Práca kriticky hodnotí praktiky ovplyvňujúce zákaznícku spokojnosť v jednotlivých predajňách spoločnosti, internetovom obchode, servisnom stredisku a zákazníckom centre. Výsledkom sú odporúčané riešenia pre poskytovanie lepších služieb na zvýšenie zákazníckej loajality, ako aj spôsoby eliminácie zistených nedostatkov.

<div> <p>E-commerce organizations, these days, need to keep striving for constant innovation. Customers have a massive impact on the performance of an organization, so industries need to have solid customer retention strategies. Various big data analytics methodologies are being used by organizations to improve overall online customer experience. While there are multiple techniques available, this research study utilized and tested a framework proposed by Laux et al. (2017), which combines Big Data and Six Sigma methodologies, to the e-commerce domain for identification of issues faced by the customer; this was done by analyzing online product reviews and ratings of customers to provide improvement strategies for enhancing customer experience. </p> <p>Analysis performed on the data showed that approximately 90% of the customer reviews had positive polarity. Among the factors which were identified to have affected the opinions of the customers, the Rating field had the most impact on the sentiments of the users and it was found to be statistically significant. Upon further analysis of reviews with lower rating, the results attained showed that the major issues faced by customers were related to the product itself; most issues were more specifically about the size/fit of the product, followed by the product quality, material used, how the product looked on the online portal versus how it looked in reality, and its price concerning the quality.</p> </div> <br>

Le management de l’expérience client est un terrain d’étude trop peu exploré en marketing (Lars Grønholdt et al., 2015; Lemon et Verhoef, 2017) et de nombreux professionnels décrivent les enjeux stratégiques, plus spécifiquement, de la conception de parcours client ainsi que la complexité managériale à les concevoir en situation de cross-canal.Notre but, dans une visée prescriptive et normative de la recherche, est d’améliorer, à travers la création d’un outil de gestion, les capacités marketing des managers de parcours client. Nous limitions notre travail doctoral au secteur de la distribution française en cross-canal. La thèse suit la méthodologie de Design Science (Romme, 2003) visant à concevoir un artefact, c’est-à-dire un outil de gestion dont les professionnels peuvent s’emparer pour réduire la complexité du management de l’expérience client. Trois études empiriques qualitatives sont conduites : deux séries d’entretiens individuels et une étude de cas pour tester l’outil conçu.L’artefact développé dans cette thèse comprend un ensemble de concepts, une méthode de travail ainsi que sa réalisation effective appelée instanciation, fondée sur les résultats des deux premiers terrains. Nous montrons que le choix théorique de considérer le parcours client comme une coproduction de ressources et de fonder la conception de parcours sur une structure modulaire permet d’améliorer les capacités marketing et d’en développer de nouvelles, contribuant ainsi au savoir managérial mais aussi académique car notre recherche explore, d’un point de vue théorique, les ressources engagées par le client et l’entreprise, ainsi que les capacités marketing nécessaires pour le manager et leurs dynamiques. / Customer experience management is less explored in marketing (Lars Grønholdt et al., 2015; Lemon and Verhoef, 2017) and many practitioners describe strategic issues, and specifically, the managerial complexity to design of customer journey in cross-channel location.Our goal in our prescriptive and normative research, is aiming to improve, through the creation of a management tool, managers’ marketing capabilities. We restrict our doctoral work to French cross-channel retail. The thesis follows the Design Science Methodology (Romme, 2003) aimed at designing an artifact, which is a management tool that professionals can take to reduce the complexity of customer experience management. Three qualitative empirical studies are conducted: two series of interviews and a case study to test the artifact.The artifact developed in this thesis includes a set of concepts, a method and its effective realization called instantiation, based on the results of the first two interviews. We show that the theoretical choice to consider the customer journey as a co-production of resources and the design of customer journey as a modular structure allows to improve actual marketing capabilities and develop new ones, thus contributing to managerial knowledge but also academic because our research explores, from a theoretical point of view, the resources committed by the customer and the company, as well as marketing capabilities for the manager and their dynamics.

Durante el pasar de los años, el comercio electrónico se ha incrementado en diversos países hasta el punto de volverse un factor necesario y oportuno para gran parte de empresas. Dicho crecimiento, lo llevó a, actualmente, adecuarse a diversas tendencias tecnológicas para las personas en el mundo, como lo es el uso de los smartphones y la compra desde estos (m-commerce). Esta rama del comercio electrónico tiene como uno de sus grandes precursores al Retail y la facilidad que este atribuye en diversas plataformas al comprar la diversidad de productos que ofrece. Sin embargo, nos referimos a un cambio que aún está en una etapa en la que no se profundizan temas relevantes como la experiencia del cliente y los factores que motivan a este a comprar desde su celular. Esto genera oportunidades de investigación con respecto al tema a tocar. El objetivo de este estudio es plantear cómo y de qué forma la experiencia de cliente se relaciona o se ve condicionada con respecto a factores específicos en la realidad peruana. Dichos factores serán planteados como precursores de una visión más utilitaria al analizar la forma en la que el consumidor de la aplicación percibe la experiencia de compra. Los factores utilitarios mencionados son personalización, facilidad de uso y conveniencia. Se expone que es posible entender una posible conexión de estos con la experiencia del cliente y, por consiguiente, con su satisfacción al usar, percibir y comprar en la aplicación. Además, se propone una metodología adecuada para una efectiva profundización en el tema planteado. / In the last few decades, e-commerce has skyrocketed in most countries in the world, gaining significant relevance in today's business world. The adoption of e-commerce has brought many changes to companies and consumers, forcing them to adapt to new tech-trends such as mobile commerce, also known as m-commerce (using smartphones for online purchases). This subset of e-commerce has impacted Retail sales significantly, making purchases much more accessible to consumers and eliminating many barriers associated with regular shopping. Although the adoption rate has increased significantly, we believe that the customer experience of mobile commerce is still in its early phases, with many investigation opportunities. The most important of this opportunities is the understanding of the principal variables in the customer experience in the Peruvian context. We analyze the most principal variables in this context and, then, decided to use only three of them called: Utilitarian factors. Our objective in this investigation is to understand the users experience in m-commerce and how it relates to specific factors in Peru’s reality. These factors will be analyzed from a utilitarian perspective, analyzing how the different variables impact a user’s perception of their customer experience. These utilitarian factors are: personalization, usability and convenience. The connection of these factors is important too because there aren’t too many investigations about this topic. These utilitarian factors have an impact on a user’s customer experience and satisfaction. We will be using an investigation framework to validate our hypothesis and find correlations between the independent variables. / Trabajo de investigación

Abstract                                                    This thesis provides an in-depth research of five VR suppliers working with creating VR experiences targeted to elderly within the elder care sector in Sweden. Furthermore, a technological knowledge gap between elderly and VR technology are researched. The focus of this thesis is therefore how VR suppliers, as early adopters, design VR experiences to elderly, as digital immigrants. To investigate the chosen topics, two research questions was formulated; RQ1. How do VR suppliers design a VR experience targeted to digital immigrants within the elderly care sector? RQ2. How do VR suppliers, as early adopters, bridge the digital gap between VR-technology and digital immigrants?  This thesis constitutes of a qualitative research where the empirical findings are based on interviews with the VR suppliers. The research took an inductive approach in order to get close to the respondents and interpret their realities. Theories about Customer experience, Value, Value Co-creation, Digital immigrants and Early and Late adopters, have thereafter helped to connect the empirical findings with aspects within these theories, to further understand important aspects for the VR suppliers when they design their VR experiences.  The results of the study present the aspects that are important to take under consideration when VR suppliers design their VR experiences towards elderly within the elder care sector. A model showing the steps when designing the VR experience has been provided and constitutes of identifying needs, customize the service, create trust and security, set the environment, inform and educate personnel, handling impairments and bridging the gap. Furthermore, the participants confirmed a knowledge gap within technology amongst elderly and that there is a need to bridge the gap in order for the VR service to be successfully implemented.

Staging experiences and providing optimal customer experience has become the new battlefield within the marketing segment, since the introduction of experience economy. The modern customer has multiple devices, channels and touchpoints to interact with the organization and with rapidly changing digital technology, where the product or service information are available online 24/7, he/ she is in-charge of his/ her own experiences. This multitude of options pose great challenges for the organization to understand customer needs, expectations, and behavior, and predict and manage customer experience. Despite numerous studies and streams of literature, several authors, scholars, and practitioners have developed fragmented frameworks and models that partially addresses this multidimensional construct of customer experience. Furthermore, things get complicated when these fragmented constructs are used by the luxury travel industry to design, develop, and manage customer experience. Therefore, in order to address this broad concept and provide the organization with a holistic framework that can be leveraged for providing customer experience, we conducted a qualitative multi-case study, that included 14 semi-structured interviews from various actors within the supply- chain of the luxury travel industry. Using thematic analysis, the rich empirical data from the interviews were analyzed and transformed into sub-themes and themes. Keeping these themes as the foundation, we propose an integrated conceptual model that captures a firm integrating customer and co-creation perspectives to provide customer experience. This integrated model consists of five building blocks, Organizational Factors, Design, Delivery and Management of customer experience, Co-Creation, Customer Experience Insights / Metrics and Moderating Factors, that coupled together should influence customer experience. Using this conceptual model, we analyzed how different actors within the supply-chain provide customer experience. Subsequently, we also develop a customer journey map (from a customer perspective) consisting of customer needs, channels, and touchpoints to understand the critical touchpoint that act as the primary contributors for providing customer experience. And finally, we highlight the driving factors and barriers for providing customer experience within luxury travel industry.