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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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.

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.

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.

Background: As the result of the constant business evolution and in addition to the 2020 worldwide sanitary crisis, online services demand has significantly increased. Shifting from a physical-based customer experience to an online customer-focused service providing. Multiple studies investigated the online customer experience and customer expectations related to the products industry. However, there seems to have a lack of recent research focusing on online customer experience in service settings. Purpose: The purpose of this study is to analyse the customer experience in online service settings, focusing on the food delivery sector in France. The aim is to highlight a customer expectations gap between the customer expected service and the actual perceived service provided by the company. To fulfil this purpose, three research questions have been established. The authors aim to provide a new conceptual model to contribute to the theory. Method: For the purpose of this study, the research philosophy adopted key elements of interpretivism. A qualitative research design is used, combined with an exploratory case study method. Data were collected through 8 semi-structured interviews using a purposive sampling method and were analysed inductively.   Conclusion: The results of this study indicate that the customer expectations gap in the online food service delivery, focusing in UberEats case study, is built upon two main factors: the customer expectations design and the online process, together enabling service improvements identification. The authors have thereby designed a new conceptual model in order to provide online food service providers such as UberEats sustainable solutions to reduce the customer expectations gap while using their app.  Keywords: Customer Experience, Customer Expectations, Customer Expectations Gap, Service Quality, Food Delivery Sector, UberEats

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