Crafting the customer experience in omnichannel contexts: The role of channel integration

2021 ◽  
Vol 126 ◽  
pp. 12-22
Author(s):  
Wei Gao ◽  
Hua Fan ◽  
Wenqian Li ◽  
Huiling Wang
Keyword(s):  
Customer Experience ◽  
Channel Integration

Selecting which touchpoints to manage for customer loyalty: an empirical analysis in retail banking

2019 ◽  
pp. 39-54
Author(s):  
Marco Ieva ◽  
Cristina Ziliani
Keyword(s):  
Empirical Analysis ◽  
Customer Loyalty ◽  
Online Survey ◽  
Customer Experience ◽  
Retail Banking ◽  
Customer Experience Management ◽  
Moderating Role

Customer Experience develops through a journey of touchpoints. However, little is known on the role of touchpoints in contributing to customer loyalty, which is the final aim of Customer Experience Management. This study provides an examination of the relative and moderating role of frequency and positivity of exposure to more than twenty touchpoints and their interplay in contributing to customer loyalty. An online survey on more than three thousand consumers is run with reference to retail banking. Results show that only a small number of touchpoints is significantly related to customer loyalty. Findings point companies' attention to invest their efforts in managing both the frequency and positivity of specific touchpoints.

scholarly journals The Role of Sustainable Restaurant Practices in City Branding: The Case of Athens

2021 ◽  
Vol 13 (4) ◽  
pp. 2271
Author(s):  
Dimitris Karagiannis ◽  
Meletios Andrinos
Keyword(s):  
Local Government ◽  
Customer Satisfaction ◽  
Customer Experience ◽  
Perceived Quality ◽  
City Branding ◽  
Branding Strategy ◽  
Green Practices ◽  
Sustainability Practices

The purpose of this study is to identify and analyze the role that restaurant practices play on tourists’ choices and specifically on city branding. It examines whether sustainability practices are considered by customers to be part of what they perceive as overall quality, leading to customer satisfaction, loyalty, and repeat business. It examines whether sustainability practices become part of the customer experience and perceived quality, and if they could work as another key predictor of customer dining satisfaction effecting their decisions to revisit a destination. Several studies focused on sustainability practices from the restaurant owner’s perspective, but there is no study investigating the viewpoint of international tourists and consumers of common restaurants, and the influence of green practices on visiting a major European capital during the COVID-19 pandemic. Our research was conducted using a sample of 204 international consumers after completing meals at local restaurants in Athens. This study offers insights on the role that sustainable and green practices of restaurants play in customer satisfaction as it relates to a potential re-visit of a destination; however, it still shows a path worth investigating. Restaurateurs, tourism experts (DMO), and local government should monitor what influences the satisfaction of potential global tourists while taking their sensitivity on sustainability issues into account when shaping their branding strategy during the COVID-19 era.

Does Customer Experience Always Benefit Company? Examining Customers’ Epistemic Motivation and Interaction With Service Contexts

2021 ◽  
pp. 183933492199886
Author(s):  
Vu Thi Mai Chi ◽  
Widya Paramita ◽  
Tran Ha Minh Quan
Keyword(s):  
Social Identity Theory ◽  
Empirical Support ◽  
Customer Experience ◽  
Customer Engagement ◽  
Survey Method ◽  
Epistemic Motivation ◽  
Engagement Behavior ◽  
Company Identification ◽  
Employee Identification

The main purpose of this study is explaining how and when customer experience benefits the company. Built upon social identity theory, we propose that customer experience leads to customer engagement behavior, via two routes: customer-company and customer-employee identification. Furthermore, we advance that customers’ epistemic motivation negatively moderates the mediated effect of customer experience on customer engagement behavior. We ran two studies to validate the measurement of customer experience and to test our hypotheses. For the two studies, we employed a survey method by recruiting consumers of beauty salons in Vietnam. The results demonstrated that EXQ as a measurement for customer experience is applicable to the context of the study and provided empirical support for the hypotheses. Such as, this research found that customer experience positively influences customer engagement behavior as mediated by customer-company and customer-employee identification. Furthermore, this research revealed that customer epistemic motivation negatively moderates the mediated effect of customer experience on customer engagement behavior via customer-employee identification. However, the moderating role of customer epistemic motivation is insignificant for the mediated relationship via customer-company identification. Finally, this research offers theoretical and practical contributions that are elaborated and further discussed.

scholarly journals Business Model Innovation and Customer Experience Orientation: The role of Digital Leadership

2018 ◽  
Vol 2 (3) ◽  
pp. 214-218
Author(s):  
Leonardus Wahyu Wasono ◽  
Sasmoko Sasmoko ◽  
Firdaus Alamsjah ◽  
Elidjen Elidjen
Keyword(s):  
Business Model ◽  
Customer Experience ◽  
Business Model Innovation ◽  
Research Model ◽  
Senior Leaders ◽  
Statistical Tool ◽  
Digital Era ◽  
Model Sample ◽  
Leadership Capability

The study proposed three hypothesis on the role of digital leadership on developing business model innovation and customer experience orientation, whether the digital leadership has significant direct and indirect impact on developing business model innovation through customer experience orientation. the study is conducted with unit analysis of Indonesia telecommunication firms with 88 senior leaders were being observed. The results indicated the digital leadership there is a significant impact directly and indirecty through customer experience orientation in formulating business model innovation. The finding has implication for scholar and management in managing digital era, the digital leadership plays significant role that has implication for Indonesia incumbent firms to develop the digital leadership capability in assure managing digital transformation successfully implemented. Further study can be expanded through expand the research model, sample and statistical tool analysis  

Going digital is the only way forward for the Indian hospitality and tourism industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sandeep Munjal ◽  
Anjana Singh
Keyword(s):  
Customer Experience ◽  
Tourism Industry ◽  
Theme Issue ◽  
Content Type ◽  
Digital Era ◽  
Use Of Technology ◽  
Rapid Pace ◽  
Hospitality And Tourism ◽  
Hospitality And Tourism Industry

Purpose The purpose of this paper is to review and summarize the theme issue outcomes in relation to the strategic question: How is the hospitality and tourism industry in India responding to the dynamic digital era? Design/methodology/approach This paper draws on the findings of the theme issue contributors to identify the response of the Indian hospitality and tourism industry towards the rapid pace of digitization and use of technology. Findings The summary highlights the research on various facets of digital push with respect to marketing of products and services, role of data analytics, use of technology tools in operations to impact customer experience. It has implications for industry practitioners, researchers and policymakers. Practical implications It is quite clear that technology needs to be embraced by the hospitality and tourism Industry in India at a faster pace to compete well globally, deployment of digital technology has potential to positively impact efficiencies and quality of customer experience. There are huge implications for how digital marketing is going to become a critical part of the marketing strategy at large. Originality/value The research in this theme provides insight from both practitioner and academic perspectives provide a take on the ground realities with respect to how the hospitality and tourism businesses in India are changing how they work in the digital era.

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