Trifu , Andreea-Claudia
Polo Redondo, Josefina María Yolanda (dir.) ; Cambra Fierro, Jesús Juan (dir.)
Universidad de Zaragoza,
2022
Abstract: As demonstrated by managerial evidence and academic literature alike, the last years have witnessed how marketing priorities revolve around understanding and managing the customer experience across the customer journey. The proliferation of touchpoints and possible moments of truth during a customer¿s journey with a company makes customer experience management ever more complicated. However, from a theoretical perspective, customer experience is presented in a holistic way and comprises ever more aspects of the overall customer-provider relationship. In order to develop a profound understanding of how customer experience is formed and its influence on customer responses or outcomes, researchers were encouraged to focus on its specific building blocks. Additionally, B2B markets are heavily understudied, which reveals several crucial research gaps concerned with the theoretical understanding of how the B2B customer experience is formed and what are their fundamental consequences for the customer-provider relationship. In this sense, longitudinal research is called for given the dynamic nature of customer experience. Driven by this and on account of the current state of the art, the overall objective of this doctoral thesis is to develop a comprehensive understanding of the customer experience, customer-provider touchpoints and moments of truth, and their role in determining future customer outcomes, from a B2B perspective. To accomplish this objective, three empirical studies are developed.
The first empirical study seeks to determine the short- and long-term effects of a series of relevant B2B touchpoints in order to establish and compare their specific longitudinal impact on B2B customer perceptions. This is especially relevant since current literature lacks a representation of these particular effects; most prior studies overlooked the possible long-term effects of touchpoints. The specific objective of this study is to distinguish between short- and long-term effects of touchpoints on customer perceptions, so as to determine which touchpoints have the greatest influence and if there are any differences between them in the short and long term. In doing so, this study contributes to this doctoral thesis¿ objective by providing a better understanding of how B2B touchpoints influence relevant customer perceptions over time.
The second empirical study takes a closer look at moments of truth or critical touchpoints during the customer journey. This is an extremely relevant topic of research, yet virtually entirely overlooked. The importance is mostly given by the vital implications for practitioners eager to manage critical moments during their customers¿ journeys. Specifically, this research explores how a series of touchpoints and the service process influence the evaluation of a moment of truth, and the role moments of truth plays in determining the customer outcomes over time. Taking that into consideration, this study contributes to the overall objective of this doctoral thesis by providing a critical understanding of B2B moments of truth, while also studying their impact on future customer outcomes.
Finally, the third empirical study is dedicated to the B2B customer experience. This is a major topic of interest for practitioners and academia alike, given the extremely limited empirical research specifically focused on the B2B customer experience. Prior literature had been more focus on the nature of the customer-provider interactions, and not their degree of standardization or customization, as regards their possible impact on customer experience. Empirical evidence is also needed to determine the effect of the B2B customer experience on future customer outcomes. Therefore, the specific purpose of this research is to establish the effect of standardized versus customized interactions on the B2B customer experience, while exploring the role of customer experience in determining future financial and behavioral customer outcomes. This research contributes to the main objectives of this doctoral thesis since it aims to develop a comprehensive understanding of the B2B customer experience and to determine how the B2B customer experience influences future customer outcomes.
Taking into consideration the objective of this thesis and the studies developed, the theoretical contributions are related to how the research comprised expands the current understanding of customer-provider touchpoints, moments of truth and customer experience across the customer journey, from a B2B perspective. Additionally, this research reveals the most important touchpoints in B2B customer journeys and determines how B2B moments of truth and customer experience influence profitability and other behavioral outcomes over time. As for the managerial implications, key recommendations for resource allocation regarding touchpoint management are discussed. Lastly, this thesis presents critical implications for determining future customer outcomes through proper customer experience and moments of truth management across the customer journey.
Abstract (other lang.):
The first empirical study seeks to determine the short- and long-term effects of a series of relevant B2B touchpoints in order to establish and compare their specific longitudinal impact on B2B customer perceptions. This is especially relevant since current literature lacks a representation of these particular effects; most prior studies overlooked the possible long-term effects of touchpoints. The specific objective of this study is to distinguish between short- and long-term effects of touchpoints on customer perceptions, so as to determine which touchpoints have the greatest influence and if there are any differences between them in the short and long term. In doing so, this study contributes to this doctoral thesis¿ objective by providing a better understanding of how B2B touchpoints influence relevant customer perceptions over time.
The second empirical study takes a closer look at moments of truth or critical touchpoints during the customer journey. This is an extremely relevant topic of research, yet virtually entirely overlooked. The importance is mostly given by the vital implications for practitioners eager to manage critical moments during their customers¿ journeys. Specifically, this research explores how a series of touchpoints and the service process influence the evaluation of a moment of truth, and the role moments of truth plays in determining the customer outcomes over time. Taking that into consideration, this study contributes to the overall objective of this doctoral thesis by providing a critical understanding of B2B moments of truth, while also studying their impact on future customer outcomes.
Finally, the third empirical study is dedicated to the B2B customer experience. This is a major topic of interest for practitioners and academia alike, given the extremely limited empirical research specifically focused on the B2B customer experience. Prior literature had been more focus on the nature of the customer-provider interactions, and not their degree of standardization or customization, as regards their possible impact on customer experience. Empirical evidence is also needed to determine the effect of the B2B customer experience on future customer outcomes. Therefore, the specific purpose of this research is to establish the effect of standardized versus customized interactions on the B2B customer experience, while exploring the role of customer experience in determining future financial and behavioral customer outcomes. This research contributes to the main objectives of this doctoral thesis since it aims to develop a comprehensive understanding of the B2B customer experience and to determine how the B2B customer experience influences future customer outcomes.
Taking into consideration the objective of this thesis and the studies developed, the theoretical contributions are related to how the research comprised expands the current understanding of customer-provider touchpoints, moments of truth and customer experience across the customer journey, from a B2B perspective. Additionally, this research reveals the most important touchpoints in B2B customer journeys and determines how B2B moments of truth and customer experience influence profitability and other behavioral outcomes over time. As for the managerial implications, key recommendations for resource allocation regarding touchpoint management are discussed. Lastly, this thesis presents critical implications for determining future customer outcomes through proper customer experience and moments of truth management across the customer journey.
Abstract (other lang.):
Pal. clave: marketing
Titulación: Programa de Doctorado en Economía y Gestión de las Organizaciones
Plan(es): Plan 503
Knowledge area: Ciencias Sociales y jurídicas
Nota: Presentado: 13 07 2022
Nota: Tesis-Univ. Zaragoza, , 2022
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Record created 2024-10-16, last modified 2024-10-16
