University of Twente Student Theses


Utilizing digitization within pre-purchase business customer experience management: an exploratory study

Dreierink, B. H. (2021) Utilizing digitization within pre-purchase business customer experience management: an exploratory study.

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Abstract:Abstract Digital utilization within customer experience management is critical in today’s business. Rapidly increasing digital innovations greatly empower new standards of interaction between businesses and customers, causing extensive, complex, and digitally hybrid customer journeys for suppliers to manage, especially within the pre-purchase phase. In business-to-business (B2B) environments, suppliers seriously struggle in managing pre-purchase customer experiences, which are created through numerous touchpoints along the customer journey. As existing literature lacks an understanding in this field of research, the author of this paper aimed to develop a theory on how digitization can be utilized in pre-purchase customer experience management. To achieve this goal, explorative research using a qualitative approach was conducted to discover important touchpoints within the pre-purchase process of business services, exploit the relationship between digitization and customer experiences within the pre-purchase process, and unravel important supplier activities to stimulate customer experience management. The study uncovered several independent factors that could affect the pre-purchase process, nine important types of pre-purchase touchpoints, twelve distinct relationships between digital dimensions and the pre-purchase process, and thirteen supplier activities to bolster customer experience management in business service settings.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:83 economics, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
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