Research Article
In Search Of Customer Experience Management In Service Industry The Importance Of Experiential Interfaces
@INPROCEEDINGS{10.4108/eai.8-10-2018.2288656, author={Kaveh Abhari and Mahmod Sabri Haron and Norizan Mat Saad}, title={In Search Of Customer Experience Management In Service Industry The Importance Of Experiential Interfaces}, proceedings={Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia}, publisher={EAI}, proceedings_a={ICEMAB}, year={2019}, month={10}, keywords={customer experience customer experience management service industry case study malaysia}, doi={10.4108/eai.8-10-2018.2288656} }- Kaveh Abhari
Mahmod Sabri Haron
Norizan Mat Saad
Year: 2019
In Search Of Customer Experience Management In Service Industry The Importance Of Experiential Interfaces
ICEMAB
EAI
DOI: 10.4108/eai.8-10-2018.2288656
Abstract
Customer Experience Management (CEM) is a strategic and valuable marketing mechanism yet underexplored in the service industry. Marketing literature offers two common approaches to managing service experience: managing the experiential aspects of service and managing service touchpoints. Since both approaches come with some limitations, this study attempts to understand how service firms effectively manage customer experience in practice. This research built on empirical data from the review of five best practices. The findings revealed the key role of ‘experiential interfaces’ in the success of these cases. The study also identified the key practices supporting CEM at two levels of core offerings and supplementary services. The study provides an empirical foundation for the conceptualization and operationalization of experiential interfaces for future research.
