Developments in digital marketing are putting pressure on companies to keep up in the rapidly changing market environment. To do so, companies must take proactive steps in identifying new strategies to optimize their customers’ experiences in a digital era of increasing customer demands for online solutions. Among the most promising technological developments is the growth of Augmented Reality (AR) applications. While the future of augmented reality is relatively unknown, its unique attributes of bridging the digital and physical world have gotten investors excited. Yet, the knowledge of how to utilize AR’s unique attributes in marketing strategies is still limited, and the discussion on how to get the restless new generation to accept this emerging technology is accelerating. Within the retail industry, IKEA is considered a pioneer in deploying augmented reality in their customer experience. This project is a case study on IKEA’s implementation of augmented reality, a source of inspiration for future deployment strategies. The research data consists of interviews with respondents from both IKEA and IKEA’s innovation lab SPACE10, representing the industry practitioners, and two focus groups representing the low- and high-involvements customer perspectives. Supported by both theoretical and case study findings, this study develops a conceptual framework for AR deployment within the retail industry. The framework highlights the main elements to consider for an effective deployment of AR within a retail context. Firstly, companies should identify which customer values the AR program aims to provide, evaluate whether or not the AR technology is more effective than traditional methods for the intended value creation and thereafter design the program objectives accordingly. Secondly, the deployment stage consists of three entangled dimensions that are intertwined with a customer feedback loop. The three dimensions represent AR deployment success factors, and they are: (1) User experience (2) Utilizing unique attributes and (3) Strategy coherence.

Background: The development of the O2O market in China has been increasingly growing and will remain a steady growth in 2017 (iiMedia Research, 2016), but it is still an ambiguous phenomenon in the academic world and lack of relevant research, especially the influential factors to customer experience in the O2O business model. Research question: What factors affect customer experience in China in the context of O2O business? Purpose: The primary objective of this paper is to examine the influential factors of the customer experience in the context of O2O context, especially to the Chinese customers in the online travel industry. The purpose is to contribute to theoretical development on this topic. Method: The research is a quantitative study with deductive reasoning which was carried out by the survey. The data collection was conducted through online questionnaires. Conclusion: The findings of this study show that all five variables (reference group influence, perceived ease-of-use, sensory experience, brand association and spatial accessibility) are positively influential to Chinese customer experience in the context of O2O business. Perceived ease-of-use and Sensory experience are the most dominant influential factors followed by the Reference group influence and Spatial accessibility. The Brand association impacts customer O2O experience least.

The focus of this thesis is on the readiness of banks for the transition to digital banking. Its goal is to present current trends that influence development of retail banking, the definition of digital banking and design recommendations for banks for developing the business model based on the analysis of banks competitors, qualitative research with customers, workshop with bank employees and analysis of customers life which will leats to simplification of the life of the customer so that they are ready for the transition to digital banking which will enable them to increase customers loyalty and prevent a decrease in revenues.

Abstract Purpose:The purpose of this study is to explore in-store touchpoints that help creating a positive customer experience in apparel stores. The aim of this thesis is to provide further insight that may be used for implementation of experiential marketing in stores.   Problem:As e-commerce channels are gaining more customers to the detriment of brick and mortar stores, the authors of this thesis believe it is relevant to study what apparel stores can do to enhance their customer experience. There is substantial research done on customer experience but not as much on the combination of touchpoints in-store and how that connects to customer experience. This literature gap forms the problem discussion and the research question the thesis strives to explore.   Method:An exploratory strategy with a combination of deductive and inductive research approach has been applied for the study. Through secondary data and literature search the authors explored the field of experience and in-store touchpoint elements contributing to customer experience and interaction. Further, a qualitative approach was used to form case studies on three companies; Firstly, Qmatic a global leader in helping companies seamlessly integrate online and offline touchpoints, through pioneering software and hardware systems. Secondly, the women’s fashion brand NA-KD, having sold clothes to more than 150 countries in less than two years. Thirdly, Partners, a traditional family-owned brick and mortar store selling apparel to gentlemen.   Findings and Conclusion:The analysed empirical findings present that apparel stores work differently with touchpoints depending on who their customer is. Based on the three case studies, the authors conclude that “employee and customer interaction” is the most prominent touchpoint connected with in-store environment. This element can be reinforced by other touchpoints customized for specific brands and stores, which also plays a big role for the customer experience and interaction.

With an ongoing development in technology, retailers faces new challenges in terms of higher customer expectations. To meet these expectations, retail companies can use in-store technology to enhance the shopping experience and to create more value. This study aims to provide an understanding of in-store technology and how retailers can work with these tools in order to create customer value and improve the customer experience. The purpose of this study will be to investigate the Swedish market and see how Swedish retail companies work with in-store technology.   In this context, the following research questions were formed: (1) How do retail managers use in-store technology to create value for the customers? and (2) How do in-store technology affect frontline employees within retail? In order to answer these questions, a qualitative method was used, where five different retail companies were interviewed, which all have implemented in-store technology. Before the empirical gathering, we chose to keep the companies and the respondents anonymous in order for us to reduce the risk for complications later on in the thesis. This study aims to provide theory and to get an understanding of in-store technology and how companies can use it to develop their business. A conceptual framework was made to clarify which concepts that was used in order to answer these questions. These concepts were in-store technology, customer value creation, convenience, frontline employees, customer engagement and improved customer experience.   The empirical findings generated theory in which the authors developed two models: (1) The value dynamics, which describe how in-store technology and the interplay between managers, frontline employees, and customers generate value to each other. (2) A three step model where the authors have several suggestions of what retail companies should think of when they implement new technology.  The results of this study conclude how retail companies can use in-store technology in order to create customer value to improve the customer experience. In-store technology has created more value for the customer in terms of a more convenient shopping experience, and in-store technology provides the customer with more information which makes the shopping experience more independent as well. In-store technology has also contributed, in some extent, to a better working environment for frontline employees.

The modern environment of pervasive interconnectedness via mobile devices and services makes it important to understand the nature of customer-bank interactions and relationships. Businesses that offer mobile banking are trying to provide their customers with improved customer service and experiences. The objective of this study is to examine how customer experience of mobile banking influences loyalty towards the bank. This study focuses on the millennials in South Africa. Banks need to remain competitive in the ever-changing business environment. Millennials are one of the largest customer segments with a large digital and mobile appetite; as a result, they form a natural target for banks. To increase their customer base, banks need to ensure that their customer experience strategy caters for these young customers in accordance with their expectations. However, customer experience within mobile banking is under researched. Previous studies in this research area have focused on customer experience in traditional banking context. This study tries to fill the gap by exploring the factors that influence customer experience in mobile banking and also understand how this experience influences customer loyalty to their bank. Considering this, a broad literature review was done that revealed the factors that influence mobile customer experience. Based on literature a conceptual model was developed and this model was used a framework for investigating the research problem. This study used a mixed methods strategy and collected data from 344 mobile banking users via an online survey questionnaire and further, 10 semi-structured interviews were also conducted. The research hypotheses were tested through regression analysis and this resulted in 4 out of 8 research hypotheses being supported. Thematic analysis was used for both the open-ended questions in the survey and the 10 interviews. The results showed that convenience, ease of use and customization are the most significant factors that influence customer experience in mobile banking, whereas the customer experience was in turn found to have a significant influence on customer loyalty. Through conducting this research on millennials in South Africa, this study has expanded the knowledge of mobile banking research in the country. A valuable contribution was made by this study, as this study gave better insight into the factors that significantly influence the customer's experience of millennials in mobile banking. This study recommends that, it is important that banks as well as other firms that offer mobile banking offer a mobile app that is convenient and lets customers to perform their activities in a flexible way in their own time, easily and in a customizable manner. Therefore, should banks implement this study's recommendations it will be beneficial for them as this will result in increased loyalty of their millennial mobile banking customers.

Digitalization has forced retailers to reevaluate their business models and channel strategies. Traditional brick-and-mortar retailers are no longer the standard and most of today’s retailers offer customers multiple sales channels to purchase from. The present study focusses on the grocery retail industry, which is rapidly shifting towards a more online purchasing setting. There is a need for further research regarding customer experience and customer loyalty, in an online grocery setting, with the aim to identifyimportant online attributes. Previous studies on online grocery and purchasing behavior have neglected to consider customers’ shift from the physical to the online store. Therefore, this study contributes to explain how factors of Brand Equity, Online Customer Experience (OCE) and E-loyalty affect customers’ willingness to stay with same grocery retailer while moving from offline to online. The study used a quantitative research approach by distributing a questionnaire on social media, resulting in 128 useful responds. The result demonstrated a positive relationship between the three concepts and customers’ willingness to choose the same online grocery retailer as offline. Brand was a significant factor in both offline and online. An online grocery retailer’s Website, Products, Interaction and Convenience wereshown to be important online attributes. Feeling secure with providing personal information and using acredit card online, was important. Lastly, maintaining a relationship with their online grocery retailer andfeeling emotionally satisfied after their online purchase was essential. Future research couldcomplement with other concepts that further explain grocery customers’ shift from the physical store to online.

The purpose of this thesis is to acquire a deeper understanding of advantages and disadvantages of having a wide target group within Swedish festivals or events, and how they can maintain it through the three concepts customer experience, cocreation value and brand image. This research will be conducted through relevant topics that have been identified, studied and analyzed in order to fill the existing research gap. This leads the thesis into its three research questions: What are the advantages and disadvantages of a wide target group for an organizer in a festival or event context? How does organizers of a festival or event actively use the concepts customer experience, co-creation value and brand image? and What is the common denominator that makes a wide target group possible within a festival or event context and makes the customers return? Since the research area were considered as unexplored, the thesis is a qualitative research with a deductive research approach. It has been based on interviews with five respondents from areas that are considered relevant to answer the research question and achieve the purpose. The literature review in this thesis includes theory that are related to target group, customer experience, co-creation value, brand image and festivals and events. The theory chapter have then resulted in a conceptual framework where the different topics are explained in a summarize that demonstrates the relations between them and the different theories. The theory chapter have then been used to analyze the empirical data that where gathered through different companies that are involved in either a festival or event. The empirical and analysis chapter includes a discussion where the empirical data, theory, and statements are presented, compared and analyzed. This is followed by the conclusion chapter that contains answers of the research questions, implications, recommendations, and lastly future research. As this thesis introduces target groups in a context that is seen as new and unexplored, the thesis can be seen as unique and be valuable for Swedish companies that consider to expand and conduct a wide, or wider, target group.

The development of technology has contributed to a fast-growing market for e- commerce. Through e-commerce, the physical interaction has decreased, and new interaction tools have been implemented to gain competitive advantage. Packaging is one way to communicate with customers and often the first physical contact with brands when purchasing online. Packaging can create value and enhance the customer experience. The purpose of this research, from a business perspective, is to investigate how designed packaging from an online neo-luxury brand affects customers within Generation Y (1980-1994) when the product is received. The study aim to provide an understanding of how the customer experience can be affected through designed packaging. This study applied a qualitative research method with a deductive approach in order to answer the research questions and the purpose. Semi-structured interviews were conducted with Swedish citizens within Generation Y that have purchased products from neo-luxury brands. The result of the study shows several aspects of how packaging can contribute to better customer experience. When customers’ expectations on packaging are surpassed, the customer experience is affected positively. Packaging containing tissue paper and gifts enhance the unboxing experience. Packaging is a way for companies to create value and affect customers’ attitudes towards brands. Satisfaction is affected by expectations and packaging can contribute to a better overall experience.

Sammanfattning Studieobjekt: Anställda och kunder till ett värmepumpsföretag. Problemområde: Garanti är ett ämne som studerats mycket de senaste 40 åren. Inriktningen har gjorts mot garantier vid tjänsteerbjudanden och fokuserats på marknadsföringsaspekten. Garantier ger en adderad säkerhet för kunden och historiskt har garantin inkluderats i erbjudandet. Det saknas däremot undersökningar gällande hur kunder ser på alternativa sätt att erbjuda en garanti.  Syfte: Syftet med studien är att bidra med ökad förståelse för garantier som värdeskapande element i kundupplevelsen. Frågeställningar: Påverkar garantier kundupplevelsen samt en kunds val av tjänst? Hur ser kundperspektivet på en garanti i relation till priset på en tjänst ut? Hur ser kunden på möjligheten att välja nivå av garanti? Teori: Garanti, kundupplevelse och olika aspekter inom den, tjänstelogik samt värdeskapande utifrån tjänstelogiksperspektivet. Metod och genomförande: Uppsatsen utgår ifrån en kvalitativ forskningsmetod. Det empiriska materialet består av åtta semistrukturerade intervjuer med kunder och anställda vid ett värmepumpsföretag. Vår insamlade data analyserades sedan gentemot de valda teorierna för att avslutningsvis resultera i våra slutsatser.  Slutsatser: Garantier påverkar en kunds val av tjänst samt kundupplevelse. Det genom att kunden ges en trygghet vad gäller framtida problem samt att företaget står bakom sin tjänst. Ur ett prisperspektiv ser inte kunden något problem i en något högre prislapp om erbjudandet innefattar någon sorts garanti. Vidare tolkas det positivt att ha möjligheten att utesluta en garanti. Liksom det positiva perspektivet på valmöjligheten att utesluta en garanti anses också nivåalternativ som positiva. Det till trots att ingen av de intervjuade ansåg att de önskat ett nivåalternativ tidigare. Grunden låg snarare i valmöjligheten och anpassningsbarheten ur sitt egna kundperspektiv. Nyckelord: Garanti, kundupplevelse, tjänstelogik, värdeskapande. / Abstract Title: Safety and security is everything! Subtitle: The possibility to customize the guarantee based on needs. Study: Employees and customers to a heat pump company. Problem area: Guarantee is a subject that has been studied frequently over the last 40 years. The orientation has been done towards guarantees in service offerings and has focused on the marketing aspect. Guarantees bring safety to the customer and historically the guarantee has been included in the offer. However, there is a lack of studies that focus on how customers perceive alternative ways on how to offer a guarantee. Object: The object of this study is to contribute with knowledge about guarantees as a value creating element in the customer experience. Problem statements: Does a guarantee affect the customer experience and the customer’s choice of service? How does the customer perspective view a guarantee in regards to the price of a service? How does the customer perceive the possibility to choose a level of guarantee? Theory: Guarantee, customer experience and different aspects of it, service logic and value creation based on the service logic theory. Method and implementation: The study is based qualitative research. The empirical material consists of eight semi-structured interviews with customer and employees at a heat pump company. The collected data was analyzed in regards to our chosen theories, resulting in our conclusions in regards to our problem statements. Conclusions: Guarantees affect a customer’s choice of service and their customer experience. This since the customer is given security regarding future problems and the fact that the company stand behind their service. From a price perspective the customer does not see a problem with a slightly higher cost if the offer contains some sort of guarantee. Furthermore, it is interpreted as positive to have the possibility to exclude a guarantee. As well as the positive perspective on the option to exclude a guarantee, level options regarding the guarantee is regarded as favorable, even though none of the interviewed felt the need of having level options before. Despite this, the basis was in the options and adaptability based on one’s customer perspective. Keywords: Guarantee, customer experience, service logic, value creation.