Mapping customer experiences: An examination of touch points and opportunities for enhancement
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The purpose of this study is to gain a deeper understanding of the customer experience concept within the context of a food and wine festival. Drawing on service design literature, this paper uses customer journey mapping as a tool to examine key touchpoints and the subsequent opportunities for enhancement of customer experience. This is particularly important, as customer experience has become a key factor for businesses to build customer satisfaction and loyalty, yet relatively limited research has sought to measure the in-situ momentary experiences of customers. The paper presents a customer journey map applied to a recent food and wine event. The touchpoints identified in the study are incorporated into a customer journey mapping approach to illustrate the service processes and identify opportunities for creating enhanced customer experiences. Implications of the customer journey mapping approach are reported.
CAUTHE Conference 2014
Copyright 2014 CAUTHE. This is the pre-peer reviewed version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the conference's website for access to the definitive, published version.
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