Center for Advanced Management
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Sprachumschaltung

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Inhaltsbereich

Prof. Ram Ramaseshan (Curtin University)

Programm 1

Datum: 18. Juni 2019

Zeit: 17.00 - 18.30 Uhr

Ort: Ludwigstraße 28 (RG), 328

Titel: Effects of customer experience touch points on customer loyalty

Abstract

A significant body of research has highlighted the importance of customer experience in determining the success of a firm’s offering and in enhancing firm value. However, there is absence of research on how various touch points that occur along the customer journey influence overall customer experience and customer loyalty. This research assesses real-time customer experience by employing experience sampling methodology, and examines the effects of real time assessment of different touch points in enhancing overall customer experience, the effects of customer experience on customer loyalty, and the role of motivation orientation on these effects. The results show that each of the main effects of different touch points exerts varying influence on overall customer experience. The results also show that motivation orientation moderates the effects of different touch points on customer experience. In addition, the effects of customer experience on customer loyalty are significantly stronger for consumers with hedonic motivation orientations than for consumers with utilitarian motivation orientations. The research presents implications for a robust understanding of customer experience and in the design, monitoring, and assessment of real-time customer experience to enhance customer loyalty.

Programm 2

Datum: 25. Juni 2019

Zeit: 17.00 - 18.30 Uhr

Ort: Ludwigstraße 28 (RG), 328

Titel: Fading Consumer-Brand Relationships: Issues and Perspectives

Abstract

Companies spend millions of dollars annually in establishing and maintaining relationships with customers. However, they continue to lose customers due to customers ending the relationships sooner or later. In general, customers do not end their relationships with a brand/company abruptly. Customer relationships often fade gradually over time, which results in partial defection, switching, and may ultimately lead to total termination of the relationship. The preceding stage to final termination is termed “relationship fading” that refers to a gradual decline in customers’ intention to continue their relationships with a brand/company and bringing about switching intentions. This research explores the phenomenon of customer relationship fading through both qualitative and quantitative studies. These studies reveal the process and stages of customer relationship fading, and unfolded the drivers of relationship fading, and the feelings and thoughts of fading customers across different stages of the fading process. The managerial implications are outlined.