Search results

The purpose of this conceptual paper is to introduce the concept of customer experience management (CEM) as a supportive construct in customer loyalty building. In support of Smith and Wheeler (2002) stance, Cronin (2003) argued that organizations should deviate from outdated quality → value → satisfaction → loyalty paradigm to a modern and more flexible paradigm for loyalty building.

This paper uses an archival survey of the extant literature to confirm or debunk the position of CEM protagonists within the context of the health-care sector of developing countries, especially Nigeria.

This paper presents a new conceptualization on CEM that includes three dimensions of CEM (functional clues, mechanic clues and humanic clues) on customer loyalty in the health-care sector of Nigeria. Therefore, when a health-care organization consciously and effectively makes CEM a strategic priority, it largely leaves a long-lasting impression in the mind of the customers, which invariably retain and build customer loyalty.

The authors emphasized the importance of how CEM can be used to build loyalty and the need to properly adapt CEM approach in an extremely sensitive service sector, i.e. the health-care sector in developing countries, especially Nigeria. The recommended framework initiates fresh streams of researches for the concept to be carried out empirically in developing countries.

To retain and build customer loyalty, particularly in the health-care sector of Nigeria, health-care organizations need to understand and adopt CEM clues so as to keep customers loyal in an extremely sensitive service sector.

Although there are studies on CEM and customer loyalty in the health-care sector of developed countries, research on CEM is very limited in developing countries such as Nigeria. By contributing to the body of knowledge in this area, this research adds significant value. Moreover, the research gives important information on the Nigerian health-care sector, which probably new to several readers.

Since the 1970s, interest in African literature has grown considerably in English and comparative literature departments at American colleges and universities. African writings increasingly appear on multi‐disciplinary and multi‐cultural reading lists, exposing both high school and undergraduate students to such Anglophone and Francophone writers as Chinua Achebe, Wole Soyinka, Ngugi wa Thiong'o, and Ferdinand Oyono. Noticeably absent from this literary boom, however, was a female point of view. Nearly all of the writers read and discussed were male and these writers, in turn, created a picture of a male‐dominated society with women portrayed in the traditional roles of mothers and wives. In fiction, women characters were nearly always secondary to the major male protagonists. Some works, such as Elechi Amadi's novel, The Concubine, went so far as to openly disdain women. Critics also concentrated solely on male writers and examined the roles of women primarily from a male perspective. Even a dearth of female writers have added to this limited view. It was not until 1956 that Flora Nwapa published Efuru, the first African novel by a woman in English, and she was then dismissed as just another woman writing about women's issues.