scholarly journals Customer experience management: importance and its impact on various behavioral outcomes

2019 ◽  
Vol 9 (1) ◽  
pp. 45-56
Author(s):  
Kavitha S ◽  
Haritha P
Keyword(s):  
Behavioral Outcomes ◽  
Customer Experience ◽  
Point Of View ◽  
Know How ◽  
Customer Experience Management ◽  
Market Leader

Every organization, whether it‟s a market leader or running to attain that position always think of the importance of customer experience improvement. Happy customers do transactions more, spends more, drives growth and promotes the business whereas unhappy customers damages the business soon and throws it away. To determine how much the business flourishes tomorrow, it‟s important to know how the customers feel about it today. Customer Experience Management views and improves the interactions between the business and the customer entirely from customer‟s point of view. This paper focuses on the importance of customer experience management and its impact on various behavioral outcomes

scholarly journals A Study on the Qualitative Data Analysis for Customer Experience Management Strategy

2021 ◽  
Vol 12 (5) ◽  
pp. 249-256
Author(s):  
Jinho Ahn, Jeungsun Lee
Keyword(s):  
Big Data ◽  
Data Processing ◽  
Quantitative Data ◽  
Positive Emotions ◽  
Customer Experience ◽  
Processing Method ◽  
Point Of View ◽  
Experience Economy ◽  
Customer Experience Management ◽  
Data Processing Method

Securing customer experience data that creates positive emotions for customers and differentiates them from products and services from competitors is becoming important to a company's growth engine. In particular, an important factor in the management of experience data requires a qualitative-based experience data processing method to secure good experience data different from the quantitative data collection such as big data and processing method. With the emergence of the experience economy, it is very important for companies to collect and process experience data in the existing big data processing method. However, the experience data processing method based on big data that analyses the current quantitative data is difficult to provide good experience data from a corporate data strategic point of view. In particular, for corporate customer experience management, mix studies are required for analysis method of qualitative experience data to meaningfully interpret the expansive quantitative experience data of big data and phenomena and context in social science. This is because it is possible to discover the meaning of experience data by reading the context of phenomena by collecting experiences through ethnography methods such as observation or interviewing the context that could not be read in the process of processing the vast quantitative experience data of the big data method. In this study, the first processing was performed as an affinity diagram through a method of collecting experience data using ethnography method. Secondly, the effect of the qualitative experience data processing method on customer experience management, customer loyalty reinforcement, and enterprise value creation was studied. As a result, only the research hypothesis that there was a direct relationship between the affinity method and the utilization of experience data was rejected, and all the research settings set for the remaining qualitative experience data processing and utilization model were adopted.

scholarly journals INFLUENCIAS DEL MARKETING EXPERENCIAL PARA POSICIONAR LA MARCA CIUDAD EN BAHÍA DE CARÁQUEZ

2020 ◽  
Vol 13 (22) ◽  
pp. 33
Author(s):  
César Arturo Carbache Mora ◽  
Yoselin Liceth Delgado Caicedo ◽  
Lilia Moncerrate Villacis Zambrano
Keyword(s):  
Statistical Methods ◽  
Customer Experience ◽  
Point Of View ◽  
City Branding ◽  
Experiential Marketing ◽  
City Brand ◽  
Customer Experience Management ◽  
Advertising Strategies ◽  
Brand Attributes ◽  
The City

En los actuales momentos en medio de la sociedad globalizada los customers o consumidores ya no buscan ser satisfechos por los beneficios de los productos o bien atendidos en los servicios, lo que desean es ser sorprendidos, emocionados en base a experiencias memorables, creativas y convincentes. El marketing experiencial nueva tendencia en la gestión de las experiencias o “Customer Experience Management” posee herramientas que pueden aplicarse en la construcción de una marca ciudad. Las ciudades masivamente visitadas, que se diferencia de las demás, se caracterizan por ofrecer a más de la conectividad, accesibilidad, seguridad, identidad, valores, funcionabilidad la eficiencia en generar emociones, sensaciones que dejen experiencias memorables. Tradicionalmente, el concepto de city branding o marca ciudad se ha estudiado desde el punto de vista del ámbito urbanístico o económico. Desde tiempos pasados la ciudad no cuenta con un posicionamiento como marca generando un bajo nivel de visita por turistas. Esta investigación tiene el objetivo de es realizar una propuesta para crear una marca ciudad de Bahía de Caráquez y diseñar estrategias de comunicación publicitaria basada en las emociones, sensaciones que persigue el marketing experiencial. Se utilizaron métodos de observación y estadístico descriptivos, entre las herramientas realizadas se encuentra la lectura científica como referencia de evaluar atributos marca ciudad y encuesta estructurada. Entre los principales resultados se obtuvo que la mejor fortaleza de Bahía está en su gente con el 56%, el 75% prefieren a Bahía como ciudad de actividad turística y el 35.7% manifestó que se debería crear la imagen de la ciudad.Palabras claves: Marketing experiencial, emociones, posicionamiento, marca ciudad AbstractIn the current moments in the midst of the globalized society the customers or consumers no longer seek to be satisfied by the benefits of the products or well served in the services, what they want is to be surprised, excited based on memorable, creative and convincing experiences. The experiential marketing new trend in the management of experiences or “Customer Experience Management” has tools that can be applied in the construction of a city brand. Massively visited cities, which differs from the others, are characterized by offering more than connectivity, accessibility, security, identity, values, functionality, efficiency in generating emotions, sensations that leave memorable experiences. Traditionally, the concept of city branding or city brand has been studied from the point of view of the urban or economic sphere. Currently the city does not have a positioning as a brand, generating a low level of visits by tourists. This research has the objective of making a proposal to create a city brand of Bahía de Caráquez and design advertising strategies based on emotions, sensations pursued by experiential marketing. Descriptive observation and statistical methods were used, among the tools used is the scientific reading as a reference to assess city brand attributes and structured survey. Among the main results was that the best strength of Bahia is in its people with 56%, 75% prefer Bahia as a city of tourist activity and 35.7% said that the image of the city should be created.Keywords: Experiential marketing, emotions, positioning, city brand

A managerial perspective on omnichannel e-customer

2020 ◽  
pp. 5-17
Author(s):  
Maria Teresa Cuomo ◽  
Francesca Ceruti ◽  
Alice Mazzucchelli ◽  
Alex Giordano ◽  
Debora Tortora
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Empirical Analysis ◽  
Customer Experience ◽  
Tourism Industry ◽  
Point Of View ◽  
Social Commerce ◽  
Social Dimensions ◽  
Offline Channels ◽  
Managerial Perspective

The actual omnichannel customer uses indifferently both online and offline channels to express himself through consumption, which increasingly blends personal, cultural and social dimensions. In this perspective social media and social networks are able to assist e-retailers in their effort of creating a total e-customer experience, especially in the tourism industry, trying to satisfy their clients from the relational and commercial point of view. By means of an empirical analysis where managers were interviewed on the topic and its degree of application in the firms, the paper underlines how from the managerial point of view, that represents a new prospect on the topic, the expected shift from e-commerce to social commerce paradigm, facilitating the selling and buying of products and services by using various internet features, is nowadays not completely understood and realized.

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 ‘Knowing How’ in Slovene: Treading the Other Path

Slovene ◽  
2017 ◽  
Vol 6 (1) ◽  
pp. 95-117 ◽  
Author(s):  
Barbara Sonnenhauser
Keyword(s):  
Point Of View ◽  
The Other ◽  
Peculiar Feature ◽  
Linguistic Expression ◽  
Knowing How ◽  
Know How ◽  
Slavic Languages ◽  
Modal Verb ◽  
Contemporary Standard

For the linguistic expression of the concept of knowledge, the Slavic languages use verbs deriving from the Indo-European roots *ĝnō and *ṷei̭d. They differ in terms of the availability of both types of verbs in the contemporary standard languages and in terms of their semantic range. As will be shown in this paper, these differences are interesting not only from a language-specific lexicological point of view, but also in the context of the intersection of lexicon and grammar. Covering the domain of ‘knowing how,’ the *ĝnō-based verb in Slovene (znati) has been extending into the domain of possibility and, on this basis, developing into a modal verb. While this development is not surprising from a typological point of view, it is remarkable from a Slavic perspective, since this particular grammaticalisation path towards possibility is otherwise unknown to Slavic. This peculiar feature of Slovene, which most probably relates to its long-lasting and intensive contact with German, is illustrated in the present paper by comparing Slovene to Russian on the basis of three main questions: 1) the semantic range of vedeti / vedatʹ and znati / znatʹ, 2) the lexicalisation of ‘know how,’ and 3) the relation between knowledge, ability, and possibility. The focus is on contemporary Slovene and Russian, leaving a detailed diachronic investigation and the further embedding into a larger Slavic and areal perspective for future analyses.

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