Details
| Original language | English |
|---|---|
| Qualification | Doctor rerum politicarum |
| Awarding Institution | |
| Supervised by |
|
| Date of Award | 22 Feb 2019 |
| Place of Publication | Hannover |
| Publication status | Published - 2019 |
Abstract
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Hannover, 2019. 208 p.
Research output: Thesis › Doctoral thesis
}
TY - BOOK
T1 - How to create successful customer experiences?
T2 - an empirical investigation of drivers and outcomes and the development of a practical-oriented measurement concept
AU - Labenz, Franziska
PY - 2019
Y1 - 2019
N2 - Customer experience has been recognized as an important tool for the development of effective marketing strategies. The creation of successful customer experiences has therefore become one of the main challenges for companies. However, when implementing a successful experiential marketing strategy, managers need to know what actually constitutes an experience. Despite the growing interest in this topic, marketing research and practice still have limited knowledge on how to create such experiences for the consumer. To effectively manage customer experience, a suitable measurement concept is required to obtain a deeper understanding of the multidimensional construct. This enables the evaluation and improvement of experience efforts to ensure that the experience design is successful. Although some measurement approaches exist in the marketing literature, research lacks a formative measurement concept that identifies the cause indicators, that is, the dimensions that actually drive customer experience, and that can be applied to several industries. In addition, there is a need in the marketing literature for an extension of the fundamental customer experience research with regard to the drivers and outcomes of customer experience. To gain profound knowledge on the creation of successful experiences, a deeper understanding of the factors that influence the customer experience and the effects of customer experience on consumer perception and behavior is needed. This doctoral thesis addresses the mentioned research gaps by (1) developing and validating a formative measurement concept for customer experience that is applicable across several industries and (2) examining the relevant drivers and outcomes of customer experience. In total, six research projects were conducted to examine research objective one and two. The developed measurement concept delivers a sought-after conceptualization of customer experience that further enhances the understanding of the construct. Due to the formative measurement, marketing managers are provided with useful insights into the development and evaluation of effective customer experience strategies. Further, the results of research objective two provide evidence for the importance of several relevant factors, such as multisensory marketing and product design that drive customer experience and the positive effects of customer experience on marketing-related outcomes, such as customer perceived value and customer satisfaction.
AB - Customer experience has been recognized as an important tool for the development of effective marketing strategies. The creation of successful customer experiences has therefore become one of the main challenges for companies. However, when implementing a successful experiential marketing strategy, managers need to know what actually constitutes an experience. Despite the growing interest in this topic, marketing research and practice still have limited knowledge on how to create such experiences for the consumer. To effectively manage customer experience, a suitable measurement concept is required to obtain a deeper understanding of the multidimensional construct. This enables the evaluation and improvement of experience efforts to ensure that the experience design is successful. Although some measurement approaches exist in the marketing literature, research lacks a formative measurement concept that identifies the cause indicators, that is, the dimensions that actually drive customer experience, and that can be applied to several industries. In addition, there is a need in the marketing literature for an extension of the fundamental customer experience research with regard to the drivers and outcomes of customer experience. To gain profound knowledge on the creation of successful experiences, a deeper understanding of the factors that influence the customer experience and the effects of customer experience on consumer perception and behavior is needed. This doctoral thesis addresses the mentioned research gaps by (1) developing and validating a formative measurement concept for customer experience that is applicable across several industries and (2) examining the relevant drivers and outcomes of customer experience. In total, six research projects were conducted to examine research objective one and two. The developed measurement concept delivers a sought-after conceptualization of customer experience that further enhances the understanding of the construct. Due to the formative measurement, marketing managers are provided with useful insights into the development and evaluation of effective customer experience strategies. Further, the results of research objective two provide evidence for the importance of several relevant factors, such as multisensory marketing and product design that drive customer experience and the positive effects of customer experience on marketing-related outcomes, such as customer perceived value and customer satisfaction.
U2 - 10.15488/4467
DO - 10.15488/4467
M3 - Doctoral thesis
CY - Hannover
ER -