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Customer experience and commitment educator slides

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THE INTERPLAY OF
Keiningham T, Ball J, Benoit S, Bruce H, Buoye A, Dzenkovska J, Nasr L, Our Y, Zaki M. (2017)
'The Interp...

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HOW DO CUSTOMER COMMITMENT AND
CUSTOMER EXPERIENCE INTERACT?
Source:	Keiningham T, Ball J, Benoit S, Bruce H, Buoye A, Dze...

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Source:	Keiningham T, Ball J, Benoit S, Bruce H, Buoye A, Dzenkovska J, Nasr L, Our Y, Zaki M. (2017)
'The Interplay of Cu...

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Customer experience and commitment educator slides

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Companies place increasing importance towards customer experience, but what is customer experience? Which dimensions does it have? And most importantly is the customer experience likely the same for different customers? So is it important how committed a customer is for his or her experience? This research project investigates these questions.

Rather see an infographic about this: see sabinebenoit.com

Companies place increasing importance towards customer experience, but what is customer experience? Which dimensions does it have? And most importantly is the customer experience likely the same for different customers? So is it important how committed a customer is for his or her experience? This research project investigates these questions.

Rather see an infographic about this: see sabinebenoit.com

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Customer experience and commitment educator slides

  1. 1. THE INTERPLAY OF Keiningham T, Ball J, Benoit S, Bruce H, Buoye A, Dzenkovska J, Nasr L, Our Y, Zaki M. (2017) 'The Interplay of Customer Experience and Commitment'. Emerald Journal of Services Marketing, 31 (2) doi: 10.1108/JSM-09-2016-0337
  2. 2. HOW DO CUSTOMER COMMITMENT AND CUSTOMER EXPERIENCE INTERACT? Source: Keiningham T, Ball J, Benoit S, Bruce H, Buoye A, Dzenkovska J, Nasr L, Our Y, Zaki M. (2017) 'The Interplay of Customer Experience and Commitment'. Emerald Journal of Services Marketing, 31 (2) To better understand customer experience, as it relates to customer commitment and provides a framework for future research into the intersection of these emerging streams of research. PURPOSE RELEVANCE To provide managers with a framework identifying empirically the most salient those elements that enhance attributes of customer experience with particular emphasis on commitment. Offers insight into service design to correspond with specific commitment and experience dimensions.
  3. 3. Source: Keiningham T, Ball J, Benoit S, Bruce H, Buoye A, Dzenkovska J, Nasr L, Our Y, Zaki M. (2017) 'The Interplay of Customer Experience and Commitment'. Emerald Journal of Services Marketing, 31 (2) CUSTOMER EXPERIENCE CUSTOMER COMMITMENT the cognitive, emotional, physical, sensorial, and social elements that mark the customer’s direct or indirect interaction with a market actor. is the customer attitude that managers are seeking to influence in the hope of engendering increased purchase behaviors • Goal attainment • Expectation confirmation • Positive and negative • Types of emotions (e.g. anger, delight) • Staff, other customers, social network COGNITIVE ELEMENT EMOTIONAL ELEMENT SOCIAL ELEMENT • Servicescape, ambient conditions, spatial layout, signs, symbols & artifacts PHYSICAL & SENSORIAL ELEMENT E L E M E N T S AFFECTIVE COMMITMENT NORMATIVE COMMITMENT forced COMMITMENT habitual COMMITMENT economic COMMITMENT • Emotional attachment • Bond based upon an obligation/duty • General belief that he/she has few alternatives • Not guided by consumer attitudes or intentions • Customers cognitive appraisals of his or her investment in the brand/provider C o m p o n e n t s
  4. 4. NO RESEARCH on relationship betweencustomer experience (CE) and customer commitment (CC) but existing research on proxies for cE and CC which are customer satisfaction and customer loyalty supports the relationship Source: Keiningham T, Ball J, Benoit S, Bruce H, Buoye A, Dzenkovska J, Nasr L, Our Y, Zaki M. (2017) 'The Interplay of Customer Experience and Commitment'. Emerald Journal of Services Marketing, 31 (2) PROPORTIONS S C S C S C S C Satisfaction and commitment have a reciprocal relationship Satisfaction influences Commitment Commitment influences Satisfaction No clear causal, uni-directional relationship exists between Satisfaction and Commitment customer satisfaction customer EXPERIENCE customer LOYALTY customer COMMITMENT

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