As the consumer experience literature broadens in scope – specifically, from dyads to ecosystems and from provider-centric to consumer-centric perspective – traditional data…
Abstract
Purpose
As the consumer experience literature broadens in scope – specifically, from dyads to ecosystems and from provider-centric to consumer-centric perspective – traditional data collection methods are no longer adequate. In that context, the paper aims to discuss three little-used data collection methods that can contribute to this broader view of consumer experience.
Design/methodology/approach
The paper identifies methodological requirements for exploring the broadened view of consumer experience and reviews data collection methods currently in use.
Findings
The paper elaborates tailored guidelines for the study of consumer experience through first-hand, systemic and processual perspectives for three promising and currently underused data collection methods: phenomenological interviews, event-based approaches and diary methods.
Research limitations/implications
Although the list of identified methods is not exhaustive, the methods and guidelines discussed here can be used to advance empirical investigation of consumer experience as more broadly understood.
Practical implications
Practitioners can apply these methods to gain a more complete view of consumers’ experiences and so offer value propositions compatible with those consumers’ lifeworlds.
Originality/value
The paper principally contributes to the literature in two ways: by defining the methodological requirements for investigating consumer experience from consumer-centric, systemic and processual perspectives, and by specifying a set of data collection methods that meet these requirements, along with tailored guidelines for their use.
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Larissa Becker, Elina Jaakkola and Aino Halinen
Customer experience research predominantly anchors the customer journey on a specific offering, implying an inherently firm-centric perspective. Attending calls for a more…
Abstract
Purpose
Customer experience research predominantly anchors the customer journey on a specific offering, implying an inherently firm-centric perspective. Attending calls for a more customer-centric approach, this study aims to develop a goal-oriented view of customer journeys.
Design/methodology/approach
This study interprets the results of a phenomenological study of a transformative journey toward a sober life with the self-regulation model of behavior to advance understanding of customer journeys.
Findings
The consumer's journey toward a higher-order goal encompasses various customer journeys toward subordinate goals, through which consumers engage in iterative cognitive and behavioral processes to adjust or maintain their experienced situation vis-à-vis the goal. Experiences drive behavior toward the goal. It follows that negative experiences may contribute to goal attainment.
Research limitations/implications
This study highlights the importance of looking at the consumers' higher-order goals to obtain a more holistic understanding of the customer journey.
Practical implications
Companies and organizations should extend their view beyond the immediate goals of their customers to identify relevant touchpoints and other customer journeys that affect the customer experience.
Originality/value
This study proposes conceptualization of the customer journey, comprising goal-oriented processes at different hierarchical levels, and it demonstrates how positive and negative customer experiences spur behaviors toward the higher-order consumer goal. This conceptualization enables a more customer-centric perspective on journeys.
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Larissa Carine Becker and Cristiane Pizzutti
Most customers want to interact, whether on social networks or on company websites. This study aims to examine the relationship between customer-to-customer (C2C) interaction and…
Abstract
Purpose
Most customers want to interact, whether on social networks or on company websites. This study aims to examine the relationship between customer-to-customer (C2C) interaction and value, considering the roles of social anxiety and the retail environment.
Design/methodology/approach
This paper presents three written-scenario experimental studies, where C2C interaction and the retail environment are manipulated, and social anxiety levels are measured. The settings and the measures are changed across the experiments to increase the results’ validity.
Findings
A three-way interaction among C2C interaction, social anxiety and retail environment has impacts on experience value and other value-related variables (satisfaction and positive mood). In the offline retail environment, as social anxiety levels increase, the effects of C2C interaction on these variables become weaker. In the online retail environment, as social anxiety levels increase, these effects become stronger.
Research limitations/implications
This paper contributes to the literature in three ways. First, it investigates the downside of positive C2C interactions when considering social anxiety and the retail environment where they occur. Second, this paper amplifies the literature about value by extending it to other consumers who can affect the service experience. Finally, this study explores online C2C interaction in a retail environment, an aspect that has been neglected in the research about online interactions.
Practical implications
This paper suggests strategies to manage C2C interaction for customers of varying levels of social anxiety in offline and online retail environments to maximise value for them.
Originality/value
This paper challenges the widespread idea that a positive C2C interaction always leads to value. By considering social anxiety and the retail environment in C2C literature, this paper explains why and when it is a false notion.
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Larissa Becker and Eduardo Rech
Customer experience is increasingly recognized as a source of competitive advantage. Customer experience refers to customers' responses and reactions to cues within touchpoints…
Abstract
Customer experience is increasingly recognized as a source of competitive advantage. Customer experience refers to customers' responses and reactions to cues within touchpoints along customer journeys. Nowadays, customers often interact with online touchpoints – such as social media, websites, or e-commerce – in their customer journeys. Given that customer experience is multidimensional, this chapter addresses the following question: How can sensorial experiences be triggered in online touchpoints? Based on a review of the literature on customer experience and sensory marketing, four challenges in triggering sensorial experiences in online touchpoints are identified: (1) limited sensorial cues, (2) lack of thematic congruence between online and offline touchpoints, (3) sensory overload, and (4) lesser control over sensorial cues. Then, two routes through which organizations can trigger sensorial experiences in online touchpoints are proposed: (1) directly influencing sensations through sensory-enabling technologies, and (2) indirectly influencing sensorial perceptions through the use of sensory and nonsensory cues. The chapter closes with a presentation of a model that describes the process of triggering sensorial experiences in online touchpoints as well as a checklist of relevant questions for practitioners who wish to do so.
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Larissa Alves Sincorá, Marcos Paulo Valadares de Oliveira, Hélio Zanquetto-Filho and Murilo Zamboni Alvarenga
In the current business context, there is a current need to adopt contemporary practices of process management as a competitive advantage to leverage organizational results. This…
Abstract
Purpose
In the current business context, there is a current need to adopt contemporary practices of process management as a competitive advantage to leverage organizational results. This study aims to explore such relationships, considering the performance results in the organizational resilience (OR) dimension.
Design/methodology/approach
The authors collected 82 valid responses from a survey targeted at professionals occupying positions or functions in the operations area. For data analysis, the authors used the technique of structural equation modeling (SEM) using the partial least squares (PLS) algorithm.
Findings
The results show that maturity in the management of business processes positively influences the behavior of OR, with the highest level of maturity primarily being responsible for this impact. This result reveals that resilience naturally depends on mature and well-established processes in the organizational structure. The proposed model explained 78.5% of OR.
Practical implications
Companies that maintain mature management of their business processes will be better able to positively influence OR since process management can make organizations less fragile supply chains and more adaptable to changes.
Originality/value
The findings helped clarify the extent to which process management influences the results of OR. Although the literature indicates that maturity in business processes is formed by five first-order constructs, only the “innovated” dimension proved to be significant in the present study.
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The purpose of this study is to investigate how a combination of Normative Commitment (NC) and Instrumental Commitment (IC) affects the creation of budgetary slack when the…
Abstract
Purpose
The purpose of this study is to investigate how a combination of Normative Commitment (NC) and Instrumental Commitment (IC) affects the creation of budgetary slack when the decision-making mode is individual versus group.
Methodology
We use 86 students in a two-by-two experimental design (individuals vs. groups and a combination of NC/IC vs. no NC/IC), fully crossed between participants, to examine the combined effects of NC/IC on budgetary slack creation by individuals and group members.
Findings
The results show that groups without NC/IC create the highest budgetary slack and differ from the other three experimental cells (groups with NC/IC and individuals with and without NC/IC). In addition, individuals with NC/IC also differ from individuals without NC/IC.
Research limitation
Research limitations are formation of groups, validity threats common to laboratory experiments, and generalizability of the findings. We do not believe these limitations are affecting the results.
Practical implications
As organizations continue to increase the use of group decision-making for setting their budgets, they may want to monitor groups with low NC/IC due to higher slack creation.
Social implications
Use of groups can impact prosocial behavior via creating a “label” and/or forming social ties in budgeting.
Originality/value of the paper
This study extends budgetary slack creation under individuals versus group decision-making, introduces the combined effects of NC/IC as a psychological contract to the accounting literature, and examines the combined NC/IC effect on groups as compared to individuals.
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Larissa Alves Sincorá, Marcos Paulo Valadares de Oliveira, Hélio Zanquetto-Filho and Marcelo Bronzo Ladeira
The survival and growth of organizations presently depend on managing processes and capabilities to effectively use large volumes of data from different sources to assist…
Abstract
Purpose
The survival and growth of organizations presently depend on managing processes and capabilities to effectively use large volumes of data from different sources to assist organizations’ strategic and operational goals. This paper aims to test the relationship between organizational analytical capabilities (OAC), the performance results in organizational resilience (OR) and the business process management maturity (BPMM).
Design/methodology/approach
Based on a survey of companies operating in the state of Espírito Santo, Brazil, a conceptual model was proposed and tested using the partial least squares algorithm.
Findings
The results confirm the proposed theoretical hypotheses that OAC and BPMM positively impact OR. In addition, the results show that OAC exert a moderating effect on the relationship between BPMM and OR.
Practical implications
It is understood that stimulating the practice of data and information analysis in the organizational routine translates into a relevant managerial behavior, as this attitude leverages the knowledge development and understanding about how to manage unexpected risk events, enabling companies to assess their ability to react to disruptions, even in terms of operational failures.
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Larissa Statsenko, Aparna Samaraweera, Javad Bakhshi and Nicholas Chileshe
Based on the systematic literature review, this paper aims to propose a framework of Construction 4.0 (C4.0) scenarios, identifying Industry 4.0 (I4.0) enabling technologies and…
Abstract
Purpose
Based on the systematic literature review, this paper aims to propose a framework of Construction 4.0 (C4.0) scenarios, identifying Industry 4.0 (I4.0) enabling technologies and their applications in the construction industry. The paper reviews C4.0 trends and potential areas for development.
Design/methodology/approach
In this research, a systematic literature review (SLR) methodology has been applied, including bibliographic coupling analysis (BCA), co-citation network analysis of keywords, the content analysis with the visualisation of similarities (VOSviewer) software and aggregative thematic analysis (ATA). In total, 170 articles from the top 22 top construction journals in the Scopus database between 2013 and 2021 were analysed.
Findings
Six C4.0 scenarios of applications were identified. Out of nine I4.0 technology domains, Industrial Internet of Things (IIoT), Cloud Computing, Big Data and Analytics had the most references in C4.0 research, while applications of augmented/virtual reality, vertical and horizontal integration and autonomous robotics yet provide ample avenues for the future applied research. The C4.0 application scenarios include efficient energy usage, prefabricated construction, sustainability, safety and environmental management, indoor occupant comfort and efficient asset utilisation.
Originality/value
This research contributes to the body of knowledge by offering a framework of C4.0 scenarios revealing the status quo of research published in the top construction journals into I4.0 technology applications in the sector. The framework evaluates current C4.0 research trends and gaps in relation to nine I4.0 technology domains as compared with more advanced industry sectors and informs academic community, practitioners and strategic policymakers with interest in C4.0 trends.