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Rozprawy doktorskie na temat „Customer Experience Strategy”

Autor: Grafiati

Data publikacji: 3 czerwca 2025

Data aktualizacji: 31 lipca 2025

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1

Castillo-Jiménez, Andrea, and Eliana Gallardo-Echenique. "The role of customer experience in the omnichannel strategy during the purchasing proces." Associacao Iberica de Sistemas e Tecnologias de Informacao, 2020. http://hdl.handle.net/10757/656662.

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Nowadays, a hyper-connected consumer is not satisfied with using only one channel of everything the brand offers, but rather looks for the diversity of options to make their purchase. This research seeks to analyze how the customer experience is during the purchase process developed in the omnichannel strategy of the department store. The study used qualitative research methods to data gathering and analysis. To best capture customer experience, semi-structured interview, using open-ended questioning, was suited to data gathering. The participants were 13 customers who consented to be intervie

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Sundström, Gema, and Guha Kashyap. "CEMenting Growth : Customer Experience Management as a driver of Growth." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31490.

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Purpose: The purpose of this study is the purpose of this study is to gain a more in-depth understanding of customer experience management and how it enables growth within an organization. Background: Customer Experience Management has been described as a process where the entire experience of a customer with a product/service and a company is strategically managed. It has been highlighted as a key area for organisations to focus on, yet, CEM is continuously being researched both by researchers and business practitioners as there is still a vague understanding on the topic. Nonetheless, CEM ha

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Moody, Christine Jane. "Investigating how customer insights inform strategy leading to brand differentiation in the retail sector." Thesis, Queensland University of Technology, 2015. https://eprints.qut.edu.au/87509/1/Christine_Moody_Thesis.pdf.

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Using qualitative research with case studies of firms in the Australian retail sector, this thesis explores the link between brand differentiation, customer insights, and strategy development to deliver a unique customer experience. The research focus is how brand expression is driven by customer insights. Findings indicate that customer experience is made tangible by the strategic design and alignment of the brand's expression and is crucial to retail success. A significant practical outcome is the development of the Brand Differentiated Model. Created as a tool to potentially assist retailer

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Vernon, Mona Masghati. "The role of customer experience in technology strategy : implications for product adoption in information technology." Thesis, Massachusetts Institute of Technology, 2011. http://hdl.handle.net/1721.1/67569.

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Thesis (S.M. in Engineering and Management)--Massachusetts Institute of Technology, Engineering Systems Division, System Design and Management Program, 2011.<br>Cataloged from PDF version of thesis.<br>Includes bibliographical references (p. 104-105).<br>This research identifies and describes the impact of customer experience on the adoption of information technology products. The research findings are applied to the business case of a global technology firm entering into in the cloud computing space. We chose a customer-centric lens in order to better understand how information technology is

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Patania, Fortunato. "The future of retailing: analysis of the context and development of the Omni-Channel strategy." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2018.

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Con la presente ricerca si pone in essere uno studio sulla dimensione del business del Retail, mediante un approccio teorico al quale sono stati correlati alcuni casi aziendali. Negli ultimi anni, l’evoluzione dello spettro di abitudini del consumatore, con la rapida diffusione delle tecnologie di rete, ha richiesto alle aziende di attuare approcci e strategie nuove ed integrate per il raggiungimento del successo aziendale. L’analisi dei segmenti di clientela ha dimostrato come l’avvento di Internet abbia inevitabilmente generato impatti sia sulla vita delle persone sia sul modo di fare imp

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Awaijan, Sara, and Elin Karlsson. "Upplevelsestrategi vid kundinteraktioner : En jämförandestudie om kundupplevelsen i kundservice på bank och elhandelsbolag." Thesis, Mälardalens högskola, Industriell ekonomi och organisation, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-49126.

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The rapid development of today’s society is accelerated with digitalization and the customers have more possibilities to compare businesses with each-other than before. The focus on Customer Experience have increased in popularity during the last decade and an increasing number of companies have begun to consider the importance of their customers, the society, and their personnel. This study explores the customer experience in two companies in different industries and how it can be expanded to increase competitiveness and the emotional value towards the customers. An energy company and a bank

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Layton, Cheryl Marie. "Relationship Between Hospital Size, Staff Communication, Physician Communication, and Patient Experience Scores." ScholarWorks, 2019. https://scholarworks.waldenu.edu/dissertations/7816.

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Healthcare leaders who struggle to understand the importance of interactions between patients, staff, and physicians can result in poor patient experience. Healthcare care leaders who understand the importance of patient experience can develop customer service training modules and tutorials to improve organizational outcomes. The purpose of this correlational study was to examine the relationship between staff communication, physician communication, size of the hospital, and patient experience. House's path-goal theory was used to frame the study. Secondary data were collected from hospitals i

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Håkanson, Josefin. "User Experience Design as a Building Block in a B2B Company’s Market Strategy : An empirical study of how the user experience of a software service can be used to create increased customer value." Thesis, Linköpings universitet, Industriell ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-172288.

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The after-sales pricing industry has, as many other industries, transformed with the digital era which have enabled automatization and scalable solutions. For companies pricing over 35 000 after sales items, scalable, digital solutions is needed. “The Company” International AB offers their SaaS solution Price, which integrates with the company’s ERP system and helps gain as much profits as possible by assisting with value-based pricing. But lately, “The Company” has realized to be able to be market leading they need to ensure a better user experience (UX). This research’s aim was to understan

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Mantellina, Nicola, and Navarro Rosendo Solvas. "Branding and consumers in the kitchen appliances industry context : An exploratory study with a focus on customer experience." Thesis, Uppsala universitet, Industriell teknik, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-393583.

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Researchers have shown that strategies focused on building long-term competitive advantage tend to be more profitable for businesses. Further, companies have traditionally put their focus on strategies and on marketing tangible attributes of products and services such as quality, price and so on to differentiate from the competitors (Mascarenhas et al, 2006). Nonetheless, researchers have studied that consumers do not put any more emphasis in those characteristics when purchasing product or services underlining the needs to put the consumer as central aspect of a firm’s strategy (Morrison &amp

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Wedebrand, Axel, and Charlotta Ödling. "The Role of the Physical Store in an Omnichannel Strategy : A qualitative study of Generation Z in the Swedish fashion industry." Thesis, Umeå universitet, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-185314.

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The modern retail landscape is experiencing a continuous change due to digitalization. With the growing number of available channels, consumers' consequent behavior within the fashion retail environment are becoming ever more complex. Which thus poses a challenge for fashion retailers in trying to not only understand them, but how to serve them best. Along this evolution of retail due to digitalization, physical retail stores have closed down due to the increasing competition from e-commerce, although it remains the biggest distribution channel. The role of the physical store is thus experienc

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Drotskie, Adri. "Customer experience as the strategic differentiator in retail banking." Thesis, Stellenbosch : University of Stellenbosch, 2009. http://hdl.handle.net/10019.1/1373.

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Bhatti, Areeb. "Internet of Equipment : Enhancing customer value and experience." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-43933.

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Background: Organizations are continuously challenged to create differentiated customer value and experience to increase profitability and gain competitive advantage. At the same time, the fast-paced advancement of technologies provides the opportunity to the organizations to create a differentiated customer value by offering innovative products and services. Internet of things (IoTs) is one such emerging technology that brings within itself opportunities and challenges to be addressed. However, so far research has not sufficiently followed how the utilization of IoTs can enhance customer valu

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Negro, Andrea <1993&gt. "Ridefinire la Customer Experience dei propri fan attraverso strategie di marketing omni-canale." Master's Degree Thesis, Università Ca' Foscari Venezia, 2018. http://hdl.handle.net/10579/14010.

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Quello dello sport è, senza dubbio, un business atipico poiché, a differenza degli altri settori, non si può considerare il tifoso come un mero cliente in quanto egli nasce già con una certa predisposizione ad essere fedele al brand, cioè al club. È chiaro, quindi, che la valorizzazione della relazione con i tifosi passa dalla comprensione dei presupposti su cui si basa la loro lealtà, in primis l’esperienza che essi vivono in ogni momento di contatto con il brand. La Sport Industry, avendo compreso l’importanza di questo concetto prima di altri settori, sta cercando di sfruttare tutti i vant

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Valentini, Tony. "Conceptualisation des contextes expérientiels physiques commerciaux et impact sur la valeur à vie du client." Thesis, Strasbourg, 2020. http://www.theses.fr/2020STRAB007.

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Cette étude s’articule autour de trois enjeux que présente le courant expérientiel en marketing : une asymétrie de la recherche puisque la perspective du consommateur est plus développée que celle des organisations (Kranzbühler et al., 2018) ; des confusions régulières entre l’expérience et le contexte expérientiel ; la difficulté de mesurer financièrement les stratégies expérientielles (Ferraro et al., 2017 ; Roederer et Filser, 2015). Le contexte expérientiel physique commercial (CEPC) est conceptualisé sous le prisme de la théorie de l’agencement (Deleuze et Guattari, 1980). Une méthodologi

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Ursino, Alessandro Pietro <1992&gt. "E-Commerce Vs Retail. The importance of shifting from a product-centric to a customer-centric approach: customer experience as a strategic priority and a key driver of value for companies." Master's Degree Thesis, Università Ca' Foscari Venezia, 2018. http://hdl.handle.net/10579/12734.

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This paper emphasizes the importance for companies in today’s world to adopt a customer-centric approach that puts customers and their needs at the center of the strategy. Considering the multiplication and greater complexity of touch points through which customers can get in contact and interact with firms, and the rise of a more empowered and demanding customer, delivering seamless and innovative customer experiences is presented as a key driver of value. This is demonstrated by examining successful strategies and practices implemented by companies in various industries, from retail to publi

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Nagel, Christian [Verfasser], Jan H. [Akademischer Betreuer] Schumann, and Dirk [Akademischer Betreuer] Totzek. "Three Essays on the Marketing of Innovations : Community Collaboration, Strategy at Product Launch, and Customers’ Post-Adoption Experience of Really New Products / Christian Nagel ; Jan H. Schumann, Dirk Totzek." Passau : Universität Passau, 2017. http://d-nb.info/114022168X/34.

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Nagel, Christian Siegfried Anton [Verfasser], Jan Hendrik [Akademischer Betreuer] Schumann, and Dirk [Akademischer Betreuer] Totzek. "Three Essays on the Marketing of Innovations : Community Collaboration, Strategy at Product Launch, and Customers’ Post-Adoption Experience of Really New Products / Christian Nagel ; Jan H. Schumann, Dirk Totzek." Passau : Universität Passau, 2017. http://d-nb.info/114022168X/34.

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Furumele, A. J. "Customer experience strategy : the role of emotional satisfaction in service encounters - a survey of First National Bank customers." Thesis, 2006. http://hdl.handle.net/10413/9754.

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This study has empirically analyzed the significance of emotional satisfaction in the financial service encounters. The specific focus of this study is around finding out if the relationship between emotional satisfaction and the following important concepts exists i.e. service quality, customer loyalty and relationship quality. Furthermore, the study seeks to clarify the role of emotional satisfaction in predicting customer loyalty and relationship quality. The relationship between emotional satisfaction, service quality, customer loyalty, and relationship quality as a context, was utilized,

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Gama, Joana Maria Ochôa Pimentel Rebelo da. "Differentiation strategy through delivering superior in-store customer experience : the case of FNAC." Master's thesis, 2020. http://hdl.handle.net/10400.14/31310.

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The past decade proved how an exogenous shock such as digitalization can turn the retail industry upside down, leading to blurry boundaries between the online and offline worlds and a major shift in customer behaviour. In light of this shock, this dissertation aims to explore how Fnac, as an incumbent omnichannel player, can differentiate itself in the Portuguese increasingly hostile competitive landscape of consumer electronics retail. The literature highlights that traditional differentiation approaches, such as unique selection and strategic pricing, have evolved into key success factors t

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Lin, Chia-Hui, and 林嘉蕙. "Developing Customer Experience Service Marketing Strategy for Smart Retail Stores - Model Construction and Verification." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/9b5p53.

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碩士<br>國立臺中科技大學<br>流通管理系碩士班<br>107<br>In recent years, the advancement of technology and the improvement of people''s awareness, customers gradually pay attention to the feelings of shopping in the store and use it as a measure of purchasing decisions. To this end, retailers have introduced smart technology into the store to provide customers with a new and convenient experience. Smart retail has become a new retail type today. This study constructs the customer experience model of smart retail innovation technology, which divides the experience antecedent into "retail store service a

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Li, Ping-Chi, and 李秉錡. "Construction and Service Strategy of Customer Experience Journey Map for “New” Retail to “Mind” Retail." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/7t52dz.

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碩士<br>國立臺中科技大學<br>流通管理系碩士班<br>107<br>A new retail mode in whole world transform quickly, effect momentous to the old retail mode, it makes a lot of ordeal for Retail industry, how to break through the business model and transform successfully, become the most vital problem to the vendor. In order to promote the service strategy as major of customer, the Customer Journey Map is the easiest way to figure up customer’s thought and the actual behavior. Therefore, this research is about concept of the Customer Journey Map to investigate the customer’s purchasing decision procedure in new retail. Fi

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Huang, Chun-Nung, and 黃諄穠. "A Study on Brand Strategy, Brand Experience, Customer Satisfaction, Customer Loyalty and Brand Performance - An Empirical Investigation of the Biotechnology Medical Beauty Industry." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/3j5pa6.

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碩士<br>國立臺北科技大學<br>工業工程與管理研究所<br>96<br>Following by improvement of technology, development of national economy, rising of income and approaching of aging society, people change their attitude toward healthy. Nowadays they not only require to live longer, but also live healthier and prettier. Especially after official launching of ‘Biotechnology Medical Beauty’, which propelled Makeup GMP recognition regime, this has invoked large blooming of global makeup industry. Due to brightening of market prospect, makeup industry is now undergoing fierce competition; customers have diversification of prod

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"One Good Tweet Deserves Another: Essays on Firm Response to Positive Word of Mouth through Social Media." Doctoral diss., 2017. http://hdl.handle.net/2286/R.I.45006.

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abstract: In two thematically related chapters, I explore the benefits incurred as companies actively respond to consumers who share positive word of mouth in digital environments (eWOM). This research takes a multi-method approach by first addressing the psychological impact of company response on the sharing consumer, followed by an examination of real behavioral consequences in a social media setting. Across six studies in Chapter 1, I find support for a conceptual model indicating that consumers who receive a company response to their positive eWOM experience greater satisfaction compared

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Lin, Ting-chun, and 林鼎鈞. "The Influences of Motivate Mechanisms, Experience Strategy, Community Interactivity on Customer Participation － Using Facebook Pages as an Example." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/vye986.

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碩士<br>國立臺灣科技大學<br>資訊管理系<br>100<br>Value co-creation, a new business strategy and a new interactive way between enterprises and customers, emphasizes that value is not only provided by enterprises, but also created by both enterprises and customers. However, few studies have investigated value co-creation with empirical data in the electronic commerce research context. Therefore, this study uses “Facebook pages” as a platform of value co-creation between enterprises and customers, and generalizes the principles of enterprises’ value co-creation which include motivate mechanisms, experience stra

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Weng, Sin-Ya, and 翁新雅. "A Study on Marketing Strategy, Brand Experience, Customer Mindset and Brand Performance – An Empirical Investigation of the Motel Industry." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/90782283403628909064.

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碩士<br>國立交通大學<br>管理科學系所<br>100<br>Hotels play an important role in the tourism industry. As the evolution of tourism continuously develops, hotels have to provide much more functions. During recent years, motels have been transformed into the fashionable and luxury resort spots. By offering the new styles and service, motels in Taiwan created a fascinating environment. With the coming of the new economy, there are more choices for consumers. Therefore, companies have to strengthen their brands to attract their customers. Keller developed several models to build a strong brand, including CBBE[

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Rocha, Vera Filipa Antão da Silva Matias da. "A strategy for the customer brand engagement (CBE) –a data product by Axians user engagement and onboarding –the case of “stayaway Covid”." Master's thesis, 2021. http://hdl.handle.net/10362/123099.

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The present project proposes a strategy to be followed within the product development and management of Axians’s future Customer Brand Engagement (CBE) data product, supported by a market and legal context.It provides a review of the market trends in motion within the customer data and customer experience fields, as well as a data regulation benchmark that covers the international scene. Furthermore, it suggests a tailor-made three-step product framework to be adopted by the product teams in order to future-proof it. Then, it recommends actions to enhance th

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Gomes, Cláudio Bessa. "Nikita Cabeleireiros wants to improve the efficiency of its customer relationship management by adopting an appropriate CRM strategy." Master's thesis, 2010. http://hdl.handle.net/10071/3803.

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The positions SMBs (Small and Medium Businesses) have in national economies have been increasing, being extremely important to the development of the economies. SMBs are seeking more and more CRM applications, for this reason, CRM as been having a rapid development in the last years. My master project will study a CRM implementation on Nikita Cabeleireiros, a small business in a common local market, and examine the CRM key risks and benefits. Another concept is presented, CEM (Customer experience Management), as the next competitive advantage and differentiator factor between SMBs

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Aguiar, Sara Alexandra Gonçalves. "A strategy for the customer brand engagement (CBE) – a data product by Axians futureproofing a digital product - How to develop and manage digital products." Master's thesis, 2021. http://hdl.handle.net/10362/123096.

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The present project proposes a strategy to be followed within product development and management of Axians’s future Customer Brand Engagement (CBE) data product, supported by a market and legal context. It suggests a three-step framework to be deployed in order to futureproof the product. Then, it recommends actions to enhance it by ensuring user engagement with an app that would add a new relevant data source to the model. Finally, it presents a state of the art of technology available to deliver and execute the remaining data sources the product will model and provide insights from.

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Almeida, Constança Garcez Palha Moitinho de. "User-generated content strategy & millennials’ travel intentions." Master's thesis, 2018. http://hdl.handle.net/10400.14/27000.

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Instagram has created new exciting ways for millennials to connect, interact and contribute to a pool of online content by taking on the role of content creators. Hence, millennials’ experiences are being shaped by information obtained and created online in the form of User-Generated Content (UGC). However, recent tactics to integrate UGC within brands’ content strategies raised questions about the effects of ‘pure’ UGC compared to other UGC tactics (e.g. paid partnership or sponsored content). The main goal of the study was to understand how exposure to different User-Generated Content

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Yufeng, Xue. "Consumer experience and satisfaction of private health management service enterprises in China." Doctoral thesis, 2018. http://hdl.handle.net/10071/17314.

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The private health management service industry in China still has a long way to enjoy the same maturity and success as the Chinese public healthcare enterprises. Carrying out research about private health management service company in China has both theoretical and practical values. Through the methods of literature research, this thesis studies on the development, characteristics and situation of private health management service industry in China, as well as relevant literature review on health management. In China, most medical institutions provide related health management services,

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Drouet, Manon Clémentine Jeanne. "Case study: j'irai deguster chez vous, an activation of the experiential marketing strategy of castillon cotes de bordeaux." Master's thesis, 2018. http://hdl.handle.net/10071/17932.

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In a fierce market, wine tourism destinations and related actors need to instil a differential advantage in consumers’ mind to stand out from the competition. Offering extraordinary consumer experiences appears to be a key element in the strategy of organizations that want to build a close relationship with consumer and quickly increase their brand awareness. It remains to know how to engage a consumer in a unique, pleasurable and memorable experience. This Case outlines the current state of the French wine industry, giving the necessary knowledge to the reader. This study is also based

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Ching, Wang, and 汪晴. "The Study of Customization Strategy on Customers Experience Value in Casino Industry." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/wpg3fm.

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碩士<br>稻江科技暨管理學院<br>休閒遊憩管理學系碩士班<br>106<br>In recent years, Taiwanese government always in the study whether opens the island tourism game industrial subject, use to raise the national revenue, and the rivalry of game industry trade in of all countries is also more and more vigorous. The newly arisen game industry has been concentrating on the gambler experience worth it promote, put into broker to make to turn a shopper the experience in succession establishment. Therefore, this search via the misty specialist interview the operation of law and in order to inquire into the shopper of game indus

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Kushnir, Ekaterina. "Application of experiential marketing in the revival strategies of traditional food markets: The case of mercado de San Miguel." Master's thesis, 2013. http://hdl.handle.net/10071/6814.

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The present study investigates the appliance of Experiential Marketing (EM) in the revival strategies for traditional food markets on the example of Mercado de San Miguel, a traditional food market in Madrid, Spain. Having placed an increased focus on the delivered customer experience the case company avoided the decline stage and achieved a pre-downturn performance. The present study is an in-depth single holistic case study, which utilizes qualitative research. The investigation included a literature review on organizational lifecycle and the reasons leading to the decline stage; possible

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Liew, Mook Lam. "An exploration of e-satisfacton in B2B2C website in the e-tourism strategic alliance network." Thesis, 2011. http://hdl.handle.net/1959.13/929791.

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Professional Doctorate - Doctorate of Business Administration (DBA)<br>E-service is the integration of technologies, procedures, tools, business processes, policies and users’ efforts to involve both unassisted and assisted internet customer services and the associated networks. In leveraging e-services, many e-service providers have successfully created new revenue opportunities with lowered costs, higher customer satisfaction and generated a promising database of new customers. However, the efficiencies and success of e-service greatly depends on its associated service quality and the percei

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Rodrigues, Joana Larsen Grilo Costa. "How can FOX networks group become a successful live events & experiences player in Iberia?: marketing strategy and customer service." Master's thesis, 2018. http://hdl.handle.net/10362/38047.

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Cavalli, Federico. "Food marketing guerrilla version: pratical case: Tritico, an Italian bakery." Master's thesis, 2017. http://hdl.handle.net/10071/15823.

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The master project aimed to gather knowledge about Guerrilla marketing and use this technique to develop the marketing strategy of Tritico, a small bakery in the north of Italy. Tritico, like many other small and medium companies, faces the necessity to increase its business with low financial resources. Guerrilla marketing leans on large investments in time and especially creativity, saving money not necessary for the effectiveness of this type of marketing. Taking into account the features of Guerrilla marketing and the needs of Tritico, the project developed a marketing strategy that

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Shih, Hui-Shan, and 施惠珊. "A Study on the relationships between Brand Image, Brand Experience, Promotion Strategy, Customer’s Satisfaction and Brand Performance –An Empirical Investigation of the Department Store Industry." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/472e76.

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碩士<br>國立臺北科技大學<br>經營管理系碩士班<br>100<br>In recent years, the department store industry in Taiwan, separate categories from the original Far East Department Store, Shin Kong Mitsukoshi, Pacific Sogo situation, since the other department stores set up by adding, evolved into a perfectly competitive market.For now, a Taipei department store, such as springing up constantly set up increasingly large scale, more and more to enrich the content, the decor is increasingly concerned about more and more new brands in the entry. This study will be the department store industry as an example, a combination o

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Pino, Ana Raquel Monteiro. "The homebanking trends : which strategic path should Retail Banks pursue?" Master's thesis, 2014. http://hdl.handle.net/10400.14/17387.

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One of the greatest commercial innovations developed by Retail Banks was the homebanking service. This dissertation aims at assessing the current evolution stage of the Portuguese homebanking market, as well as finding gaps vs. users’ needs/ preferences, thus projecting future trends. To do so, it was performed a national benchmark, for both the B2C and B2B segments, focused on two key pillars: image/communication, and functionalities. Further, it was conducted a survey for the both segments, to perceive what users know, use, value and would like to have in their homebankings. Based on

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