Customer Experience Management: Topology, Antecedents, And Outcome

Academic research on Customer Experience Management (CEM) is still inconclusive although it is an important element in exploring customer experience. This limitation calls for a systematic theorization and operationalization of CEM. To this end, this study employed a sequential mixed-method methodol...

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Main Author:	Abhari, Kaveh
Format:	Thesis
Language:	English
Published:	2018
Subjects:	HD28-70 Management Industrial Management
Online Access:	http://eprints.usm.my/47952/1/KAVEH%20ABHARI%20-%20Customer%20Experience%20Management%20.pdf
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id	my-usm-ep.47952
record_format	uketd_dc
spelling	my-usm-ep.479522020-12-02T02:44:12Z Customer Experience Management: Topology, Antecedents, And Outcome 2018-09 Abhari, Kaveh HD28-70 Management. Industrial Management Academic research on Customer Experience Management (CEM) is still inconclusive although it is an important element in exploring customer experience. This limitation calls for a systematic theorization and operationalization of CEM. To this end, this study employed a sequential mixed-method methodology to identify the CEM topology and its antecedents and outcome in the Malaysian hotel industry. An exploratory study was first conducted to develop this model based on the triangulation between data from a set of best-practice reviews, interviews, and observations. The proposed model was then tested through a survey and analyzed by using structural equation modeling via Smart PLS. This study reconceptualized customer experience in the context of the service industry based on the experiential values that are detectable, memorable, manageable, distinguishable, and personalizable. Accordingly, CEM topology was operationalized as an organizational competency to manage experiential values co-creation (emotional, sensorial, behavioral, intellectual, relational, and interactional values). Customer relationship management, employee experience management, innovation management, and experiential marketing were identified as the key antecedents and marketing performance as the main outcome. The findings revealed the relative importance of the CEM antecedents. Apparently, CRM drives behavioral, relational and interactional experience management whilst innovation management drives emotional, sensorial and intellectual experience management. 2018-09 Thesis http://eprints.usm.my/47952/ http://eprints.usm.my/47952/1/KAVEH%20ABHARI%20-%20Customer%20Experience%20Management%20.pdf application/pdf en public phd doctoral Universiti Sains Malaysia Pusat Pengajian Pengurusan
institution	Universiti Sains Malaysia
collection	USM Institutional Repository
language	English
topic	HD28-70 Management Industrial Management
spellingShingle	HD28-70 Management Industrial Management Abhari, Kaveh Customer Experience Management: Topology, Antecedents, And Outcome
description	Academic research on Customer Experience Management (CEM) is still inconclusive although it is an important element in exploring customer experience. This limitation calls for a systematic theorization and operationalization of CEM. To this end, this study employed a sequential mixed-method methodology to identify the CEM topology and its antecedents and outcome in the Malaysian hotel industry. An exploratory study was first conducted to develop this model based on the triangulation between data from a set of best-practice reviews, interviews, and observations. The proposed model was then tested through a survey and analyzed by using structural equation modeling via Smart PLS. This study reconceptualized customer experience in the context of the service industry based on the experiential values that are detectable, memorable, manageable, distinguishable, and personalizable. Accordingly, CEM topology was operationalized as an organizational competency to manage experiential values co-creation (emotional, sensorial, behavioral, intellectual, relational, and interactional values). Customer relationship management, employee experience management, innovation management, and experiential marketing were identified as the key antecedents and marketing performance as the main outcome. The findings revealed the relative importance of the CEM antecedents. Apparently, CRM drives behavioral, relational and interactional experience management whilst innovation management drives emotional, sensorial and intellectual experience management.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Abhari, Kaveh
author_facet	Abhari, Kaveh
author_sort	Abhari, Kaveh
title	Customer Experience Management: Topology, Antecedents, And Outcome
title_short	Customer Experience Management: Topology, Antecedents, And Outcome
title_full	Customer Experience Management: Topology, Antecedents, And Outcome
title_fullStr	Customer Experience Management: Topology, Antecedents, And Outcome
title_full_unstemmed	Customer Experience Management: Topology, Antecedents, And Outcome
title_sort	customer experience management: topology, antecedents, and outcome
granting_institution	Universiti Sains Malaysia
granting_department	Pusat Pengajian Pengurusan
publishDate	2018
url	http://eprints.usm.my/47952/1/KAVEH%20ABHARI%20-%20Customer%20Experience%20Management%20.pdf
_version_	1747821855631212544

Customer Experience Management: Topology, Antecedents, And Outcome

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