First suggestion is connected with the limitation and it is connected with the reflexivity. It is very difficult to stay objective while working on the research and at the same time be a part of the research. Suggestion is to perform research as only researcher not participant because it is easy to lose the track whether you are participating or running the research.
Second suggestion would be to create clear design of the tools and methods used for the gathering and analyzing customer experience data. This is referred to the journey mapping process that was wrongly used.
52
TABLE OF TABLES
TABLE 1:DEFINITIONS OF THE CUSTOMER EXPERIENCE ... 5
TABLE OF FIGURES
FIGURE 1:THE SIX RINGS OF THE MODERN CUSTOMER EXPERIENCE ... 12FIGURE 2:THE ESSENCE OF THE 6RINGS ... 15
FIGURE 3:NUMBER OF VISITORS ON E-COMMERCE WEBSITES ... 17
FIGURE 4:THE PERCENTAGE OF M-COMMERCE IN THE TOTAL WORLD E-COMMERCE ... 19
FIGURE 5:FORECAST:USM-COMMERCE VOLUME ... 20
FIGURE 6:THE INTEGRATION OF CXM AND BDA ... 21
FIGURE 7:CEM VERSUS CRM ... 25
FIGURE 8:CUSTOMER JOURNEY ... 26
FIGURE 9:CUSTOMER JOURNEY MAPPING ... 27
FIGURE 10:NPSMETRIX ... 28
FIGURE 11:5PHASES OF CUSTOMER EXPERIENCE MATURITY MODEL ... 32
FIGURE 12:THE PYRAMID ... 34
FIGURE 13:CUSTOMER 2020STRATEGY CIRCLE... 36
FIGURE 14:THE 6 KEY WORKSTREAMS ... 37
FIGURE 15:MOTHER JOURNEY ... 43
FIGURE 16:NPSMAPPING ... 44
53
REFERENCES
(n.d.). Retrieved August 26, 2020, from https://www.ecommerce-land.com/history_ecommerce.html
Argenti, P. (2009). Corporate Communication. McGraw Hill International edition. McGraw-Hill
& Irwin, a business unit of The McGraw-Hill Companies. New York.
Artusi, F., Bellini, E., Dell’Era, C. & Verganti, R. (2020). Designing an Omni-Experience to Save Retailing: Lessons from an Italian Book RetailerRetailers can achieve competitive advantage by creating an omni-experience, a novel customer experience innovation strategy. Research
Technology Management 63(3), 24-32.
https://doi-org.zdroje.vse.cy/10.1080/08956308.2020.1733886
Baškarada, S. (2014). Qualitative Case Study Guidelines. The Qualitative Report, 19(40), 1-18.
Retrieved from https://nsuworks.nova.edu/tqr/vol19/iss40/3.
Batra, M. (2017). Customer Experience--An Emerging Frontier in Customer Service Excellence.
.Competition Forum; Indiana Sv. 15, Čís. 1, 198-207.
Batra, R. & Ahuvia, A. & Bagozzi, R. (2012). Brand Love. Journal of Marketing. 76. 1-16.
10.1509/jm.09.0339.
Bilgihan, A. & Kandampully, J. & Zhang, T. (2016). Towards a unified customer experience in online shopping environments. International Journal of Quality and Service Sciences. 8. 102-119.
10.1108/IJQSS-07-2015-0054.
Bleier, A., Harmeling, C., Palmatier, R. (2019). Creating Effective Online Customer Experiences.
Journal of Marketing. Vol. 83 Issue 2, p98-119. 22p
Bleuel, W. (2019). CSAT or CES: Does It Matter?. Graziadio Business Review; 22(1):1-9 Accesed
August23, 2020.
http://search.ebschohost.com.zdroje.vse.cz:2048/logn.aspx?direct=true&db=bth&AN=13584765 3&lang=cs&site=ehost-live&scope=site
Brodie et al.; Brodie, R, Linda H, Biljana J, and Ana I. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research 14:
252–71. [CrossRef
54 Burawoy, M. (2009.) The extended case method. Four countries, four decades, four great transformations, and one theoretical tradition. Berkeley: University of California Press.
Burns, R.B. (2000.) Introduction to research methods. United States of America: SAGE publications.
Cachero-Martínez, S. & Vázquez, R. (2018) Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency, Administrative Sciences 8(4):77 Calafell, J. (2020). The rise of Direct-to-Consumer. Retrieved August 25, 2020, from https://www.goodrebels.com/the-rise-of-direct-to-consumer/
Carroll, B. & Ahuvia, A. (2006). Some Antecedents and Outcomes of Brand Love. Marketing Letters. 17. 79-89. 10.1007/s11002-006-4219-2.
Chauhan, P. & Sarabhai, Dr. (2018). Customer Experience Management: Evolution and the Paradigm Shift in Marketing. Business Perspectives - (ISSN 0972 7612)
Clement, J. (2020, August 17). COVID-19 impact retail e-commerce site traffic 2020. Retrieved August 25, 2020, from https://www.statista.com/statistics/1112595/covid-19-impact-retail-e-commerce-site-traffic-global/
Crosby, L., Evans K., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54, 68-8 1.
Dhingra, K., & Bhardwaj, A. (2015). M-Commerce. International Journal of Engineering Research and General Science , 1.
Dillon, T. & Reif, H. (2004). Factors Influencing Consumers E-Commerce Commodity Purchases. Information Technology, Learning & Performance Journal.
Vol. 22 Issue 2, p1-12. 12p.
Drucker, P. (1954). The practice of management, New York: Harper and Row, Publishers Inc.
pp.37
Eisenhardt, K.M., and M.E. Graebner. (2007.) Theory building from cases: opportunities and challenges. Academy of Management Journal 50: 25–32.
Fiss, P.C. (2009.) Case studies and the configurational analysis of organizational phenomena. In The SAGE handbook of case-based methods, ed. D.S. Byrne, and C.C. Ragin, 424–440.
London/Thousand Oaks: SAGE.
Gentile, C., Spiller, N. & Noci, G. (2007). How to Sustain the Customer Experience: An Overview of Experience Components that Co-create Value With the Customer. European Management Journal 25(5):395-410, pp. 397
Global Ecommerce 2019. (n.d.). Retrieved August 25, 2020, from https://www.emarketer.com/content/global-ecommerce-2019
55 Gómez Suárez, M. (2018). Examining Customer-Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement. Administrative Sciences. 9.
10.3390/admsci9010010.
Han, S. (1992). Antecedents of buyer-seller long-term relationships: An exploratory model of structural bonding and social bonding. (Working Paper No.6- 1992). University Park, PA:
Institute for the Study of Business Markets, Pennsylvania State University
Holmlund, M., Vaerenbergh, Y., Ciuchita, R., Ravald, A., Sarantopolous, P., Villarroel Ordenes, F., Zaki, M. (2020). Customer experience management in the age of big data analytics: A strategic framework. Jurnal of Business Research 116. 0148-2963
Hollebeek et al. 2014; Hollebeek, Linda. 2011. Demystifying customer brand engagement:
Exploring the loyality nexus. Journal of Marketing Management 27: 785–807. [CrossRef]
Hsu, C.-L., Chang, K.C. & Chen, M.-C. (2012). The impact of Website Quality on Customer Satisfaction and Purchase Intention: Perceived Playfulness and Perceived Flow as Mediators.
Information Systems and E-Business Management, 10(4), 549-570.
Hwang, J. & Seo, S. (2016). A critical review of research on customer experience management.
International Journal of Contemporary Hospitality Management; Bradford Sv. 28, Čís. 10: 2218-2246
Koetsier, J. (2020). COVID-19 Accelerated E-Commerce Growth '4 To 6 Years'. Retrieved August 25, 2020, from https://www.forbes.com/sites/johnkoetsier/2020/06/12/covid-19-accelerated-e-commerce-growth-4-to-6-years/
Kranzbühler, A., Kleijnen, M.H.P., Morgan, R.E. & Teerling, M. (2018). The multilevel nature of customer experience research: An integrative review and research agenda. International Journal of Management Reviews, 20 (2) (2018), pp. 433-456
Krishan, R., Viswanathan, M., Gordon, P., & Kellerman, B. J. (2001). Measuring the Customer Experience in Online Environments: A Structural Modeling Approach. In 2001 AMA Winter Educators' Conference: Marketing theory and applications. Chicago, IL: American Marketing Association.
Lemon, K. &Verhoef, P. (2016). Understanding Customer Experience Throughout the Customer Journey
Mehta, N., Steinman, D. & Murphy, L. (2017) Customer Success: How Innovative Companies Are Reducing Churn. Create Space Independent Publishing Platform.
Meola, A. (2019, December 17). Rise of M-Commerce: Mobile Ecommerce Shopping Stats &
Trends in 2020. Retrieved August 25, 2020, from https://www.businessinsider.com/mobile-commerce-shopping-trends-stats
56 Meyer, C. & Schwager, A. (2007). Understanding Customer Experience. Harvard business review 85(2):116-26, 157
Micheaux, A., Bosio, B., Crittenden, V. L. & Peterson, R. A. (2019). Customer Journey Mapping as a New Way to Teach Data-Driven Marketing as a Service. Journal of Marketing Education, 41(2), 127–140. https://doi-org.zdroje.vse.cz/10.1177/0273475318812551
Morgan, B. (2015). The six rings of modern customer experience. Customer relation management.
https://www.socap.org/docs/default-source/default-document-library/morgan.pdf?sfvrsn=0 Morgan, B. (2017). More is more: How the best companies go farther and work harder to create knock-your-socks off customer experiences. New York, NY: Bibliomotion.
Mummalaneni, V., & Wilson, D. (1991). Modelling the influence of a close personal relationship on buyer commitment to a supplier: (ISBM Working Paper). University Park, PA: Pennsylvania State University.
Owen, R. & Brooks, L. (2009). Answering the Ultimate Question: How Net Promoter Can Transform Your Business. Jossey-Bass, A Wiley Imprint. San Francisco. CA
Parkinson, G., & Drislane, R. (2011). Qualitative research. In Online dictionary of the social sciences. Retrieved from http://bitbucket.icaap.org/dict.pl
Novak, Thomas & Hoffman, Donna & Yung, Yiu-Fai. (2000). Measuring the Customer Experience in Online Environments: A Structural Modeling Approach. Marketing Science. 19. 22-42. 10.1287/mksc.19.1.22.15184.
Polanska, K. 2014. Social Media in Modern Business. European Scientific Journal, 1(1), 335-345.
Rose, S., Hair N., Clark, M. (2011) Online Customer Experience: A Review of the Business-to-Consumer Online Purchase Context. International Journal of Management Reviews, Vol. 13, 24–
39 (2011) pp.26
Rubio, N. & Jesus Yague, M. (2019). Customer Loyalty and Brand Management. Administrative Sciences (ISSN 2076-3387)
Schifferstein, R. & Zwartkruis-Pelgrim, E. (2008). Consumer-Product Attachment: Measurement and Design Implications. International Journal of Design. 2.
Schmitt, B. & Rogers, L. (2008). Handbook on Brand and Experience management. Edward Elgar Publishing Limited 978 1 84720 007 5 pp. 113
Singh, J. & Saini, S. (2016). Importance of CEM in CRM-CL framework. Journal of Modelling in Management; Bradford Sv. 11, Čís. 1, (2016): 91-115. DOI:10.1108/JM2-05-2014-0038
Stake, R.E. (2005.) Qualitative case studies. In The SAGE handbook of qualitative research, 3rd ed, ed. N.K. Denzin, and Y.S. Lincoln, 443–466. London, Thousand Oaks: Sage Publications.
57 Thomson, M., Macinnis, D. & Park, C. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology - J CONSUM PSYCHOL. 15. 77-91. 10.1207/s15327663jcp1501_10.
Venkatachalam, M., Rajgopal, S., & Kotha, S. (2000). Does the Quality of Online Customer Experience Create a Sustainable Competitive Advantage for E-Commerce Firms? SSRN Electronic Journal. DOI: 10.2139/ssrn.242774
Verhoef, P. C. & Lemon, K. N. (2013). Successful customer value management: Key lessons and emerging trends. European management journal. doi:10.1016/j.emj.2012.08.001
Vivek, D., Beatty, S., Vivek D., & Morgan, R. (2014). A generalized multidimensional scale for measuring customer engagement. Journal of Marketing Theory and Practice 22: 401–20.
[CrossRef]
Yeh, Y.S. & Li, Y.-M. (2009). Building trsut in m-commerce: contributions from quality and satisfaction. Online Information Review, 33(6), 1066-1086. https://doi-org.zdroje.vse.cz/10.1108/14684520911011016
Yilmaz, K. (2013) Comparison of Quantitative and Qualitative Research Traditions: Epis-temological, Theoretical, and Methodological Differences. European Journal of Education, 48, 311-325. https://doi.org/10.1111/ejed.12014
Yin, R.K. (2014.) Case study research. Design and methods, 5th ed. London, Thousand Oaks: Sage Publications.