Mapping Customer Experiences: The Role of Touchpoints in Determining Consumer Evaluations
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Author(s)
Primary Supervisor
Sparks, Beverley
Other Supervisors
Coghlan, Alexandra
Year published
2016
Metadata
Show full item recordAbstract
The purpose of this research is to gain a deeper understanding of the customer experience (CEx) concept within the context of a food and wine event. Drawing on literature associated with service design (ecosystem, customer journey, touchpoint), appraisals/emotions, and tourism/service marketing (satisfaction, loyalty), this research seeks to investigate the more micro, momentary levels of experience and how these accumulate to an overall assessment. This is particularly important, as customer experience has become a key factor for businesses to build customer evaluations such satisfaction, recommendation and repeat visitation, ...
View more >The purpose of this research is to gain a deeper understanding of the customer experience (CEx) concept within the context of a food and wine event. Drawing on literature associated with service design (ecosystem, customer journey, touchpoint), appraisals/emotions, and tourism/service marketing (satisfaction, loyalty), this research seeks to investigate the more micro, momentary levels of experience and how these accumulate to an overall assessment. This is particularly important, as customer experience has become a key factor for businesses to build customer evaluations such satisfaction, recommendation and repeat visitation, yet relatively limited research has sought to measure the in situ momentary experiences of customers. Businesses within this service sector can manage customer experience through touchpoints (those times the customer comes into contact with the service offering). Previous research has demonstrated that touchpoints influence customers’ thoughts, feelings and behaviours and therefore form the focus of this research. In particular, this research is concerned with gaining an in depth knowledge about the role of touchpoints, how to manage touchpoints to improve overall customer experience and assess the flow-on effects on outcome variables.
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View more >The purpose of this research is to gain a deeper understanding of the customer experience (CEx) concept within the context of a food and wine event. Drawing on literature associated with service design (ecosystem, customer journey, touchpoint), appraisals/emotions, and tourism/service marketing (satisfaction, loyalty), this research seeks to investigate the more micro, momentary levels of experience and how these accumulate to an overall assessment. This is particularly important, as customer experience has become a key factor for businesses to build customer evaluations such satisfaction, recommendation and repeat visitation, yet relatively limited research has sought to measure the in situ momentary experiences of customers. Businesses within this service sector can manage customer experience through touchpoints (those times the customer comes into contact with the service offering). Previous research has demonstrated that touchpoints influence customers’ thoughts, feelings and behaviours and therefore form the focus of this research. In particular, this research is concerned with gaining an in depth knowledge about the role of touchpoints, how to manage touchpoints to improve overall customer experience and assess the flow-on effects on outcome variables.
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Thesis Type
Thesis (PhD Doctorate)
Degree Program
Doctor of Philosophy (PhD)
School
Griffith Business School
Copyright Statement
The author owns the copyright in this thesis, unless stated otherwise.
Item Access Status
Public
Subject
Customer experience (CEx)
Food and wine event
Outcome variables
Customer touchpoints