In Search Of Customer Experience Management In Service Industry The Importance Of Experiential Interfaces

Abhari, Kaveh and Haron, Mahmod Sabri and Saad, Norizan Mat (2019) In Search Of Customer Experience Management In Service Industry The Importance Of Experiential Interfaces. In: ICEMAB 2019, 8-9 October 2018, Medan, North Sumatra, Indonesia.

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Abstract

Customer Experience Management (CEM) is a strategic and valuable marketing mechanism yet underexplored in the service industry. Marketing literature offers two common approaches to managing service experience: managing the experiential aspects of service and managing service touchpoints. Since both approaches come with some limitations, this study attempts to understand how service firms effectively manage customer experience in practice. This research built on empirical data from the review of five best practices. The findings revealed the key role of ‘experiential interfaces’ in the success of these cases. The study also identified the key practices supporting CEM at two levels of core offerings and supplementary services. The study provides an empirical foundation for the conceptualization and operationalization of experiential interfaces for future research.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: customer experience customer experience management service industry case study malaysia
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Depositing User: EAI Editor IV
Date Deposited: 10 Sep 2021 06:53
Last Modified: 10 Sep 2021 06:53
URI: https://eprints.eudl.eu/id/eprint/6597

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