Sự tương tác giữa trải nghiệm khách hàng và cam kết

Journal of Services Marketing - Tập 31 Số 2 - Trang 148-160 - 2017
Timothy L. Keiningham1, Joan Ball1, Sabine Benoit2, Helen Bruce3, Alexander Buoye4, Julija Dzenkovska5, Linda Nasr6, Yi‐Chun Ou7, Mohamed Zaki8
1St. John’s University, Queens, New York, USA
2Business School, University of Surrey, Surrey, UK
3Alliance Manchester Business School, University of Manchester, Manchester, UK
4Gabelli School of Business, Fordham University, New York, New York, USA
5Business School, Newcastle University, Newcastle upon Tyne, UK
6Texas State University, San Marcos, Texas, USA
7Leeds University Business School, University of Leeds, Leeds, UK
8Department of Engineering, University of Cambridge, Cambridge, UK

Tóm tắt

Mục đích

Nghiên cứu này nhằm mục đích hiểu rõ hơn về trải nghiệm khách hàng, liên quan đến cam kết của khách hàng và cung cấp một khuôn khổ cho các nghiên cứu trong tương lai về giao thoa của những dòng nghiên cứu mới nổi này.

Thiết kế/phương pháp/tiếp cận

Nghiên cứu này đóng góp vào các quan điểm lý thuyết và thực tiễn về trải nghiệm khách hàng và việc đo lường nó bằng cách tích hợp tài liệu hiện có với tài liệu về cam kết khách hàng và sự hài lòng của khách hàng.

Kết quả

Độ rộng của các lĩnh vực bao gồm trải nghiệm khách hàng - nhận thức, cảm xúc, vật lý, cảm giác và xã hội - làm cho các chỉ số đơn giản trở nên không khả thi trong việc đo lường toàn bộ trải nghiệm của khách hàng. Những phát hiện này cung cấp bằng chứng mạnh mẽ về nhu cầu nghiên cứu mới về trải nghiệm khách hàng và cam kết của khách hàng.

Hệ quả thực tiễn

Với sự phức tạp của trải nghiệm khách hàng, các nhà quản lý khó có thể theo dõi và quản lý tất cả các yếu tố liên quan đến khái niệm này. Nghiên cứu này đưa ra một khuôn khổ xác định một cách thực nghiệm các thuộc tính nổi bật nhất của trải nghiệm khách hàng, đặc biệt nhấn mạnh vào các yếu tố làm tăng cam kết. Điều này cung cấp cái nhìn về thiết kế dịch vụ để tương ứng với các khía cạnh cam kết và trải nghiệm cụ thể.

Giá trị/đổi mới

Nghiên cứu này là nghiên cứu đầu tiên xem xét trải nghiệm khách hàng liên quan đến cam kết của khách hàng - một yếu tố then chốt trong lòng trung thành của khách hàng, truyền miệng tích cực và các kết quả mong muốn khác cho các nhà quản lý và marketers. Bài báo này cung cấp một khuôn khổ cho các nghiên cứu trong tương lai về những chủ đề đang nổi lên này.

Từ khóa


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