University of Twente Student Theses
Beyond the controllable : understanding and facilitating customer experience in non-owned touchpoints on social media platforms.
Heemskerk, Teska (2023) Beyond the controllable : understanding and facilitating customer experience in non-owned touchpoints on social media platforms.
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| Abstract: | The concept of customer experience has become increasingly important. Firms are constantly striving to deliver a superior customer experience to create additional customer value. The number of digital touchpoints on social media increases, creating complexity within the customer journey. In academic literature, customer experience is a popular topic. However, despite previous attempts by researchers to understand digital touchpoints, the complexity of non-owned touchpoints resulted in little research and a gap in the literature. Therefore, this study employs a dyadic perspective to clarify customer experience formation within non-owned touchpoints and how companies can facilitate it. To this end, a qualitative systematic combination approach was used to identify key patterns and dimensions, resulting in an integrative framework and rules for facilitating customer experiences. The key findings show that companies cannot have complete control over digital touchpoints in the customer journey and can only exert influence in touchpoints. Moreover, the divide in who has control over a touchpoint is nuanced and lies on a continuum where both parties can also exert influence within one touchpoint. In addition, eight dimensions were discovered that affect customer experience formation and, based on these, four practical rules were created for managers to help them facilitate customer experience. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 83 economics, 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/96181 |
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