Customer experience management in medical tourism (case study: Iranian hospital’s medical tourists)

2021 ◽  
Vol 13 (1) ◽  
pp. 198-226
Author(s):  
Hamed Dabaghi ◽  
Saeid Saieda Ardakani ◽  
Seyed Mohammad Tabataba’i-Nasab
Keyword(s):  
Medical Tourism ◽  
Statistical Tests ◽  
Statistical Significance ◽  
Data Gathering ◽  
Customer Experience ◽  
Research Literature ◽  
Content Type ◽  
Research Areas ◽  
Customer Experience Management ◽  
Data Saturation

Purpose The purpose of this paper is to focus on the emerging phenomenon of medical tourism in the context of Iran from a customer experience management perspective and benchmark of their judgment including positive or negative, of the experience they have achieved of the Iranian health (medical) experience (CE) and suggest scenarios for the improvement of the Iranian customer experience management (CEM). Design/methodology/approach The research methodologies and research methods that are used in this descriptive-analytical research are based on an inspection of the remarkable literature related to medical tourism and customer experience management. The data gathering instrument is a researcher-made questionnaire based on the variables in the conceptual model extracted from the research literature. The study was conducted from May to August 2019. The population cohort of this study was the foreign patients calling selected Iranian hospitals and the sampling method was a purposive and snowball sample of prospective medical tourists. As the study was conducted throughout Iran, some important hospitals in Iran were selected by stratified sampling Yang et al. (2020b). The sample size and data saturation were 500 participants Lv and Song (2019). The collected data using the questionnaire were analyzed by SPSS software and statistical tests. Findings According to the results, the customer experience management statistical significance in the task aspect is (p = 0.0523), in the mechanical aspect is (p = 0.0563), in the human aspect is (p = 0.0544). The study showed positive customer experience among the patients who had been treated in the Iranian hospitals. Originality/value There is a lack of study that focuses on medical tourism and customer experience management in Iran. Therefore, based on the results of this study, the experience of medical tourists in Iran proved to be positive and satisfying. As little research has been conducted in the area of customer experience management (CEM) in Iranian medical tourism, future researchers can use these valuable results precisely and in more detail to benchmark more accurately the customer experience in all areas of medical and health tourism and other research areas in different aspects of CEM in Iran.

scholarly journals Customer experience management: asking the right questions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ian R. Hodgkinson ◽  
Thomas W. Jackson ◽  
Andrew A. West
Keyword(s):  
Decision Making ◽  
Business Models ◽  
Management Practices ◽  
Management Practice ◽  
Customer Experience ◽  
Content Type ◽  
Customer Data ◽  
Customer Experience Management ◽  
New Perspective ◽  
The Right

Purpose Customer experience is more critical than ever to firms’ successes and future growth opportunities. Typically measured through aggregate satisfaction scores, businesses have been criticized for oversimplifying what experience means. The purpose of this study is to provide a new perspective on experience management and offers a novel way forward for customer-centric strategizing. Design/methodology/approach Mapping the current digital technologies being used across businesses in all sectors to engage and connect with customers more effectively, this paper outlines some of the fundamental challenges of experience management and future opportunities to enhance business practice. Findings Businesses are capturing what they know about customers, rather than what a customer thinks and feels about the firm. Many experience management initiatives create customer pains (not gains), while for businesses, decision-making can be jeopardized by fake customer data. A framework based upon the five experience dimensions is presented for optimal customer-driven decision-making. Practical implications Going beyond aggregate satisfaction scores that serve as an output rather than an input into businesses strategizing, the paper presents an actionable framework for targeted investments and enhanced experience management practices. Originality/value Businesses are seeking to grow intelligent customer experience analysis capabilities to disrupt traditional business models toward greater customer-centricity and to track the digital spread of positive and negative experiences. Examining how this is being done and where the weaknesses lie by bridging management practice and the scientific literature, this paper provides new knowledge to advance customer-centric strategies for growth and profitability.

scholarly journals Research note: customer experience management in cruise pre-consumption

2019 ◽  
Vol 13 (2) ◽  
pp. 235-243 ◽  
Author(s):  
Liz Sharples
Keyword(s):  
Business Performance ◽  
Integrated Approach ◽  
Customer Experience ◽  
Tourism Industry ◽  
Service Industries ◽  
Future Research ◽  
Consumer Experience ◽  
Content Type ◽  
Customer Experience Management ◽  
Tourism Sector

Purpose This study aims to apply the relatively new concept of customer experience management (CXM) to the pre-consumptive stage within a cruise tourist’s journey. Design/methodology/approach The work will apply CXM to the tourism sector and, in particular to the cruise market. Academics have noted how CXM needs to takes a holistic integrated approach and focus on the complete customer experience. The cruise sector has been selected for this research because, it is the fastest growing tourism sector globally and the pre-consumption stage for cruise passengers is longer than for other vacation types. Findings This study has shown how CXM has emerged from the more traditional marketing concept of relationship marketing and has highlighted its relevance within the tourism industry, in particular, the cruise sector. In addition, the work has shown how adapting CXM to the pre-consumptive phase more fully will enhance consumer relationships and improve business performance. Research limitations/implications This work is conceptual. It is proposed that the research propositions should be verified within the pre-consumptive stage of cruise passenger journeys. Another limitation is that the focus has been solely on the cruise sector and future research could be extended to other tourism service industries. Practical implications This work will provide tourism and other service industry managers with a new strategy to enhance consumer experience and improve business performance in the pre-consumptive stage and extend academic understanding within this stage of a cruise tourist’s vacation. Originality/value This research is significant because CXM is a model, which has been used within service businesses, but had a limited application to the cruise sector and to the pre-consumption timeframe. It is important to understand cruise passengers in this time-frame to encourage positive relationships, to potentially increase revenue opportunities and provide an overall improved consumer experience.

Accounting academia in emerging economies: evolutions and challenges

2015 ◽  
Vol 23 (2) ◽  
pp. 128-151 ◽  
Author(s):  
Nadia Albu ◽  
Catalin Nicolae Albu ◽  
Stefan Bunea ◽  
Maria Madalina Girbina
Keyword(s):  
Personal Experience ◽  
Statistical Tests ◽  
Research Literature ◽  
Journal Ranking ◽  
Negative Consequences ◽  
University Administrators ◽  
Content Type ◽  
Accounting Research ◽  
National Journal ◽  
Post Communism

Purpose – This paper aims to investigate the development of accounting academia in an emerging country situated in Central and Eastern Europe. Design/methodology/approach – First, the authors analyze publications in the main three local Romanian journals dedicated to accounting, using content analysis and statistical tests in line with the issues analyzed for accounting publications in the international literature. Second, they mobilize personal experience of, and observations of local developments by, the authors. Findings – The authors find that the decision of establishing a national journal ranking system in Romania in 2005 had both positive and negative consequences. Romanian accounting academics were asked after 2005 to focus on a very short notice on writing research papers, following a long period of communism and about 15 years of post-communism during which they wrote textbooks and professional papers. Journal and university rankings therefore influenced the publication behavior of such researchers, leading to searches for efficiency, ease of publications, publications outside accounting as well as to a difficult publication of their research outcome by internationally relevant accounting journals. Research limitations/implications – Publications in the three Romanian accounting journals for one year were analyzed and the personal experience of the authors mobilized. However, following this study, university administrators and national regulators can better ascertain the effect of their actions, and use these findings to better plan their future actions. Originality/value – This paper contributes to accounting research literature by offering insights into the current state of accounting research and publication in an emerging economy (Romania), and by investigating the institutional factors that may be responsible for this state of affairs.

scholarly journals Strategic B2B customer experience management: the importance of outcomes-based measures

2017 ◽  
Vol 31 (2) ◽  
pp. 172-184 ◽  
Author(s):  
Judy Zolkiewski ◽  
Victoria Story ◽  
Jamie Burton ◽  
Paul Chan ◽  
Andre Gomes ◽  
...  
Keyword(s):  
Customer Experience ◽  
Current Approach ◽  
Future Research ◽  
Content Type ◽  
Management Framework ◽  
Future Research Agenda ◽  
Customer Experience Management ◽  
Strategic Approach ◽  
Business To Consumer ◽  
Theoretical Paper

Purpose The purpose of this paper is to critique the adequacy of efforts to capture the complexities of customer experience in a business-to-business (B2B) context using input–output measures. The paper introduces a strategic customer experience management framework to capture the complexity of B2B service interactions and discusses the value of outcomes-based measurement. Design/methodology/approach This is a theoretical paper that reviews extant literature related to B2B customer experience and asks fresh questions regarding B2B customer experience at a more strategic network level. Findings The paper offers a reconceptualisation of B2B customer experience, proposes a strategic customer experience management framework and outlines a future research agenda. Research limitations/implications This paper is conceptual and seeks to raise questions surrounding the under-examined area of B2B customer experience. As a consequence, it has inevitable limitations resulting from the lack of empirical evidence to support the reconceptualisation. Practical implications Existing measures of customer experience are problematic when applied in a B2B (services) context. Rather than adopting input- and output-based measures, widely used in a business-to-consumer (B2C) context, a B2B context requires a more strategic approach to capturing and managing customer experience. Focussing on strategically important issues should generate opportunities for value co-creation and are more likely to involve outcomes-based measures. Social implications Improving the understanding of customer experience in a B2B context should allow organisations to design better services and consequently enhance the experiences of their employees, their customers and other connected actors. Originality/value This paper critiques the current approach to measuring customer experience in a B2B context, drawing on contemporary ideas of value-in-use, outcomes-based measures and “Big Data” to offer potential solutions to the measurement problems identified.

Mapping customer experience: a taxonomical study using bibliometric visualization

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pranay Sindhu ◽  
Kumkum Bharti
Keyword(s):  
Web Of Science ◽  
Software Tool ◽  
Customer Experience ◽  
Research Field ◽  
Future Research ◽  
Asian Countries ◽  
Content Type ◽  
Research Areas ◽  
Practical Implications ◽  
Taxonomical Study

Purpose This study aims to examine the trends and themes in the field of customer experience using a bibliometric analysis between 1957 and 2017. Design/methodology/approach The paper analyses 1,767 papers selected from Web of Science (WoS) database using VOS Viewer software tool to create bibliometric networks. The results of the study were classified under the following bibliometric indicators: evaluation of the number of studies analyzed; most cited documents; most influential authors; and highly influential journals, institutions and countries with the highest productivity. Additionally, the paper also presents three co-citation studies analyzing most co-cited references, first authors and journals. Findings Authors and institutes from the American and European countries dominate the contribution to the development of the field. The presence of Asian countries signifies the rising importance being given to the research field. The findings establish the argument that most of the ideas that follow today in the development of the field are mostly sourced from the works published in highly reputed journals. Co-citation analysis indicates the presence of multi-disciplinarity in the research field with journals representing different research areas such as management, strategy and psychology. Research limitations/implications The papers analyzed in the study were retrieved only from the WoS. Furthermore, the precise number of clusters obtained during the analysis depends on the parameter set by the authors which is subjective. Researchers are encouraged to draw further insights by manipulating the parameter criteria. Practical implications The findings in the study can be used to enrich the understanding of customer experience and future research on the topic. Originality/value To the best of the authors’ knowledge, this paper is one of the first comprehensive papers offering a general overview of the leading trends in the field over a period of 60 years.

scholarly journals Augmenting customer loyalty through customer experience management in the banking industry

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Forbes Makudza
Keyword(s):  
Customer Loyalty ◽  
Financial Services ◽  
Banking Industry ◽  
Customer Experience ◽  
Business Environment ◽  
Physical Interaction ◽  
Content Type ◽  
Customer Experience Management ◽  
Service Interaction ◽  
Virtual Interaction

PurposeThe purpose of this paper is to analyse and evaluate the effect of customer experience management (virtual interaction, physical interaction and service interaction) on customer loyalty in the banking industry.Design/methodology/approachThe study followed an explanatory research design to sample 384 respondents. Stepwise regression analysis was used to validate the relevance of the study model.FindingsThe results indicated that there is a positive association between customer experience management and customer loyalty. The dimensions of customer experience management, namely virtual interaction, physical interaction and service interaction, were also found to be statistically significant in explaining customer loyalty behaviour.Practical implicationsThe study practically influences the way banks and other financial institutions gain competitive advantage through managing the experiences of customers in a volatile business environment. At a time when banks are no longer the only providers of financial services, the study offers a road map to reduce portfolio purchasing and switching behaviour through enhanced experience management at all customer touch points.Originality/valueThe study presents an augmented model of customer experience management which is linked to consumer loyalty.

Customer experience management in hospitality

2018 ◽  
Vol 30 (1) ◽  
pp. 21-56 ◽  
Author(s):  
Jay Kandampully ◽  
Tingting(Christina) Zhang ◽  
Elina Jaakkola
Keyword(s):  
Literature Review ◽  
Human Resources ◽  
Hospitality Industry ◽  
Customer Experience ◽  
Extensive Literature ◽  
Comprehensive Overview ◽  
Content Type ◽  
Business Context ◽  
Customer Experience Management ◽  
Marketing Operations

Purpose In the contemporary hospitality industry, superior customer experiences are essential in gaining customer loyalty and achieving a competitive advantage. However, limited research addresses this subject. The purpose of this study is to advance scholarly research on customer experience management (CEM) in the hospitality field by providing a comprehensive overview of the key elements of CEM, a framework for managing customer experience and a rich agenda for research. Design/methodology/approach An extensive literature review produces a comprehensive overview of the existing knowledge of CEM. A synthesis of previous literature reveals the need for additional, contemporary information sources. The study is, therefore, supplemented by invited commentaries on CEM from senior scholars and hospitality managers. Findings The proposed model takes a holistic perspective on managing a positive customer experience, through collaboration among marketing, operations, design, human resources and strategy, in association with technology and social media. Research limitations/implications The literature review and commentaries from leading experts reveal six areas for further research on CEM in the hospitality industry. Originality/value This study provides a comprehensive, systematic review of CEM literature and detailed understanding of the mechanisms for managing customer experiences in the hospitality industry. It integrates state-of-the-art CEM knowledge in the generic business context, along with principles of hospitality management, and advances CEM research by emphasizing the need for collaboration among marketing, operations and human resources.

Designing a customer-experience-management model for the banking-services sector

2019 ◽  
Vol 10 (3) ◽  
pp. 790-810 ◽  
Author(s):  
Ebrahim Heshmati ◽  
Hamidreza Saeednia ◽  
Ali Badizadeh
Keyword(s):  
Banking Sector ◽  
Banking Industry ◽  
Customer Experience ◽  
Important Indicator ◽  
Banking Services ◽  
Final Model ◽  
Content Type ◽  
Services Sector ◽  
Grounded Theory Method ◽  
Customer Experience Management

Purpose This paper aims to develop an appropriate model for customer-experience management (CEM) for the banking-services sector. Design/methodology/approach The research method used in this study is qualitative. Techniques used for data collection and data analysis are based on the grounded theory method and include open, axial and selective coding to develop a hierarchical model. Information and data, based initially on concepts in the literature, are gathered as open code through expert interviews with 11 academic and 20 industry experts from Iran. Research data are classified and filtered by micro and macro categories and validated and edited to provide the final model. Findings The final model of the study is based on expecting, conceptual and caretaking factors. Micro dimensions and related propositions for the banking industry are also identified. Research limitations/implications The final model should have practical uses in the banking sector, enabling banking managers to successfully incorporate CEM into their strategy by focusing on the key elements. Originality/value The development of a model to measure customer experience is an important indicator for performance improvements in the banking industry. This is one of the few papers to propose an appropriate model for CEM for the banking-services sector and the first to do so in an Iranian context.

Theme factors that drive the tourist customer experience

2017 ◽  
Vol 11 (2) ◽  
pp. 125-141 ◽  
Author(s):  
Jonas Karlsen Åstrøm
Keyword(s):  
Customer Experience ◽  
Lighting Design ◽  
Research Literature ◽  
Decision Makers ◽  
Unique Contribution ◽  
Content Type ◽  
Factors Affecting ◽  
Cruise Industry ◽  
Narrow Context ◽  
Cruise Lines

Purpose This study aims to investigate the factors that drive the tourist customer experience around theming. Theming is considered vital to creating a memorable customer impression. Design/methodology/approach The cruise industry was chosen as the empirical setting. A total of 328 cruise travelers returned valid questionnaires during a cruise in March 2010. The questionnaire was developed based on a conceptual model of components (name, employee interaction, lighting, design and music) hypothesized to contribute to a themed cruise environment. Findings Name, employee interaction and lighting were found to be the most important drivers for the customer experience. Theming was less reliant on design and music. Research limitations/implications This research was limited to one narrow context. Further research on other ships, itineraries and cruise lines should clarify whether factors affecting theme perception are the same across the cruise industry. Practical implications Cruise industry decision makers should consider the naming of spaces, lighting and employee interaction when designing themed experiences. Originality/value Theming has received little attention in the research literature. This study is a unique contribution to our understanding of this particular field.

The customer‐led bank: converting customers from defectors into fans

2006 ◽  
Vol 34 (2) ◽  
pp. 10-20 ◽  
Author(s):  
Cornel Wisskirchen ◽  
Dirk Vater ◽  
Tim Wright ◽  
Philippe De Backer ◽  
Christine Detrick
Keyword(s):  
Customer Experience ◽  
Customer Behavior ◽  
Customer Relationships ◽  
Content Type ◽  
Customer Experience Management ◽  
Net Promoter ◽  
Bank Executives ◽  
Retail Banks ◽  
Practical Implications

PurposeTo show that retail bank executives across the world are awakening to a realization that long‐term growth and profitability hinge on their ability to attract and retain loyal customers.Design/methodology/approachIn Bain's experience, the best tool for gauging the benefit of fostering customer advocacy is the “Net Promoter™ Score” (NPS), a measurement developed by Satmetrix Systems, a Silicon Valley‐based software and services firm that specializes in customer experience management.FindingsUS banks earn an average net promoter score of just 6 percent – far below those of leaders in the personal computer, property and casualty insurance and car rental industries. The NPS of German retail banks is just 13 percent, on average; meanwhile UK banks rate a dismal minus 6 percent.Research limitations/implicationsA recent global benchmarking study by Bain & Company reveals that bankers recognize they have a problem. In the study, bankers rated the building of strong customer relationships as one of their most important keys to success. Yet they acknowledged that they were not doing a good job of rising to that challenge.Practical implicationsThe Bain study found that banks acknowledged six imperatives as crucial to winning over new customers, deepening relationships with existing account holders and reinforcing all customers' perception that they receive superior value:Originality/valueStrategic managers in banking and other industries must manage to six imperatives: design products and services that offer a truly captivating value proposition and generate genuine consumer enthusiasm; understand their target customer segments in detail and communicate with laser like precision; systematic nurture of new‐customer relationships; manage the customer experience, not just the account; dare to be different; and concentrate on measurements that enable anticipation of customer behavior.

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