University of Twente Student Theses
Sustainability and Customer Experience: Allies or Rivals in Business?
Zerrou, Anass (2024) Sustainability and Customer Experience: Allies or Rivals in Business?
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| Abstract: | In the last 25 years, marketing has undergone a significant evolution. It began with creating well-known consumer product brands, shifted to building customer relationships through service marketing, and now focuses on delivering exceptional customer experiences. This study explored the complex relationship between sustainability initiatives and customer experience in the transport sector. Through thematic exploration and qualitative methodology, it uncovered the challenges and opportunities associated with integrating sustainability into business practices. The findings revealed a nuanced interplay between sustainability goals and customer experience, highlighting the need for companies to balance environmental responsibility with operational efficiency and regulatory compliance. Despite potential 'dark side' implications, such as service reliability concerns and cost considerations, sustainability is increasingly recognized as a strategic imperative for long-term competitiveness. The study contributes to theoretical understanding by highlighting the multiple dimensions of sustainability in shaping customer perceptions and decision-making processes. It also offers practical implications for transport companies, highlighting the importance of holistic sustainability strategies, proactive communication and personalized approaches to meet diverse customer preferences. By aligning sustainability goals with core business strategies and leveraging technology for operational efficiency, companies can improve customer experience and sustainability, thereby preparing the way for a more sustainable future in the transport industry. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/98646 |
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