Customer Experience and the Mistake of its Inception in Organization

Mboungou Mouyabi Seke*
Department of Business Intelligence and Services, University of the Witwatersrand, Johannesburg, South Africa.
Periodicity:March - May'2020
DOI : https://doi.org/10.26634/jmgt.14.4.17002

Abstract

It is a period of giving more emphasis to customers than some other key business basics. Therefore, we have entered the age of the customer. With this move, the business order of customer experience (CX) has increased. The purpose of this paper is to examine the concept of customer experience and the mistake of its practice in an organization. The methodology well thought out in this paper is a discussion format from the author against a variety of factors. In terms of findings, this paper outlines the combined factors that can be analyzed in order to derive a set of managerial frameworks for strategizing CX as a reward for building loyalty, relationships and satisfaction for their clientele.

Keywords

Customer Loyalty, Customer Relations, Customer Fulfilment, Customer Experience.

How to Cite this Article?

Seke, M. M. (2020). Customer Experience and the Mistake of its Inception in Organization. i-manager's Journal on Management, 14(4), 1-14. https://doi.org/10.26634/jmgt.14.4.17002

References

[1]. Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the total customer experience. MIT Sloan Management Review, 43(3), 85-89.
[2]. Bilgihan, A., Okumus, F., Nusair, K., & Bujisic, M. (2014). Online experiences: flow theory, measuring online customer experience in e-commerce and managerial implications for the lodging industry. Information Technology & Tourism, 14(1), 49-71. https://doi.org/ 10.1007/s40558-013-0003-3
[3]. Bridges, E., & Florsheim, R. (2008). Hedonic and utilitarian shopping goals: The online experience. Journal of Business Research, 61(4), 309-314. https://doi.org/10.1016/ j.jbusres.2007.06.017
[4]. Damian, J. (2018, May 24). Customer Centricity' is misunderstood. Retrieved from https://www.retaildive.c om/news/customer-centricity-is-misunderstood/524103/
[5]. Dawes, J., & Rowley, J. (1998). Enhancing the customer experience: Contributions from information technology. Management Decision 36 (5), 350-357. https://doi.org/10.1108/00251749810220568
[6]. Frow, P., & Payne, A. (2007). Towards the 'perfect' customer experience. Journal of Brand Management, 15(2), 89-101. https://doi.org/10.1057/palgrave.bm. 2550120
[7]. Garg, R., Rahman, Z., & Kumar, I. (2010). Evaluating a model for analyzing methods used for measuring customer experience. Journal of Database Marketing & Customer Strategy Management, 17(2), 78-90. https://doi.org/ 10.1057/dbm.2010.7
[8]. Garnett, D. (2019, January 30). Is experiential retail overhyped and misunderstood? Retrieved from https://retailwire.com/discussion/is-experiential-retailoverhyped- and-misunderstood/
[9]. Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience:: An overview of experience components that co-create value with the customer. European management journal, 25(5), 395- 410. https:// doi.org/10.1016/j.emj.2007.08.005
[10]. Grewal, D., Levy, M., & Kumar, V. (2009). Customer experience management in Retailing: An organizing framework. Journal of retailing, 85(1), 1-14. https:// doi.org/10.1016/j.jretai.2009.01.001
[11]. Grönroos, C. (1997). Value-driven relational marketing : from products to resources and competencies. Journal of Marketing Management, 13(5), 407-419. https://doi.org/10.1080/0267257X. 1997.9964482
[12]. Hann, I. H., Hui, K. L., Lee, S. Y. T., & Png, I. P. (2007). Overcoming online information privacy concerns: An information-processing theory approach. Journal of Management Information Systems, 24(2), 13-42. https://doi.org/10.2753/MIS0742-1222240202
[13]. Hanna, R. C., Lemon, K. N., & Smith, G. E. (2019). Is transparency a good thing? How online price transparency and variability can benefit firms and influence consumer decision making. Business Horizons, 62(2), 227-236. https://doi.org/10.1016/j.bushor. 2018.11.006
[14]. Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101. https://doi.org/10.1177%2F002224298204600314
[15]. Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140. https://doi.org/10.1086/208906
[16]. Hopkinson, G. C., & Pujari, D. (1999). A factor analytic study of the sources of meaning in hedonic consumption. European Journal of Marketing, 33(3/4), 273-294. https://doi.org/10.1108/03090569910253053
[17]. Howard, T. (2019, July 11). What is Customer Experience and How to Build a Customer Experience Management Strategy. Retrieved from https:// www.tadigital.com/blog/what-is-customer-experiencea nd-how-to-build-a-customer-experience - management-strategy/#section-3
[18]. Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers defect. Harvard business review, 73(6), 88.
[19]. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96. https://doi.org/ 10.1509%2Fjm.15.0420
[20]. Levit, A. (2015, December 4). Why Customer Experience is Literally Everything. Retrieved from https://www.quickbase.com/blog/why- custome rexperience- is-literally-everything
[21]. Levy, S. J. (1999). Symbols for sale: Brands, consumers, symbols & research. Sidney J. Levy on Marketing, 203-212.
[22]. Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 1- 11.
[23]. Mosley, R. W. (2007). Customer experience, organisational culture and the employer brand. Journal of brand management, 15(2), 123-134. https://doi.org/10.1057/palgrave.bm.2550124
[24]. Puccinelli, N. M., Goodstein, R. C., Grewal, D., Price, R., Raghubir, P., & Stewart, D. (2009). Customer experience management in retailing: Understanding the buying process. Journal of Retailing, 85(1), 15-30. https://doi.org/ 10.1016/j.jretai.2008.11.003
[25]. Roesler, P. (2015, May 1). Why Most Consumers Think Brands Misunderstand Them. Retrieved from https:// www.bizjournals.com/bizjournals/how-to/marketing/ 2015/05/why-most-consumers-think-brands - misunderstand-them.html
[26]. Schouten, J. W., McAlexander, J. H., & Koenig, H. F. (2007). Transcendent customer experience and brand community. Journal of the Academy of Marketing Science 35(3), 357-368. https://doi.org/10.1007/s11747- 007-0034-4
[27]. vajre, s. (2017, April 30). Simon Sinek's Golden Circle Explained for Marketing and Sales. Retrieved from https://www.inc.com/sangram-vajre/how-to-use-simonsineks- golden-circle-for-marketing-and-sales.html
[28]. Vargo, S. L., & Lusch, R. F. (2014). Evolving to a new dominant logic for marketing. In The Service-Dominant Logic of Marketing (pp. 21-46). Routledge.
[29]. Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31-41. https://doi.org/10.1016/j.jretai.2008.11.001
[30]. Yang, Z. Y., & He, L. Y. (2011). Goal, customer experience and purchase intention in a retail context in China: An empirical study. African Journal of Business Management, 5(16), 6738-6746. https://doi.org/ 10.5897/AJBM10.1287
If you have access to this article please login to view the article or kindly login to purchase the article

Purchase Instant Access

Single Article

North Americas,UK,
Middle East,Europe
India Rest of world
USD EUR INR USD-ROW
Pdf 35 35 200 20
Online 35 35 200 15
Pdf & Online 35 35 400 25

Options for accessing this content:
  • If you would like institutional access to this content, please recommend the title to your librarian.
    Library Recommendation Form
  • If you already have i-manager's user account: Login above and proceed to purchase the article.
  • New Users: Please register, then proceed to purchase the article.