Improving service quality at universities through student journey mapping

2018

Previous research suggested that customer participation resulted in greater customer satisfaction for the service provider. Specifically, earlier research differentiated Service Customer Engagement (CE) from Service Customer Participation (CP), where the former was ideation and the latter was practical application/execution. In other words, CE was more psychological, where customers think, feel, and trust. Conversely, CP was more behavioral, or physical, where customers act and do. The point of this research is to translate previous learning to other high-involvement purchases. Research indicates that services high in credence, high contact, as well as high-involvement (Sharma and Patterson 1999) seem to be particularly relevant and responsive to customer participation and customer co-production of value (Plé, Lecocq, and Angot, 2010). This study works to translate learning from the service industry to higher education where the professor is service provider and the student is custo...

IAEME, 2019

This paper empirically investigates the influence of functional clues as a strategy of customer experience management on context of higher education in Nigeria. The basic purpose of examine if the application of marketing strategies can be applied by higher institutions in order to satisfy their student and turn them to advocate of their brands/service. To achieve this objective, a total of 215 copies of the question engineering student of a private university adjudged to be the best in stage sampling techniques were employed in this study. Regression CATREG analysis, the study found that functional clues influence on engineering student study therefore recommended among other things that the university management should adopt customer experience management as a strategy to build studen and also concentrate their efforts on the improvement of functional clues by focusing more on the development of the competences of their lecturers and implement the strategy in order to gain repeat patronage of their students for further studies This paper empirically investigates the influence of functional clues as a strategy of customer experience management on engineering students' loyalty within the context of higher education in Nigeria. The basic purpose of this paper was to examine if the application of marketing strategies can be applied by higher institutions in order to satisfy their student and turn them to advocate of their brands/service. To total of 215 copies of the questionnaires were retrieved from student of a private university adjudged to be the best in stage sampling techniques were employed in this study. Using the Categorical Regression CATREG analysis, the study found that functional clues students' loyalty to the university. Relying on this finding, the study therefore recommended among other things that the university management should adopt customer experience management as a strategy to build studen and also concentrate their efforts on the improvement of functional clues by focusing more on the development of the competences of their lecturers and implement the strategy in order to gain repeat patronage of their students for further studies OGUNNAIKE Olaleke, WORLU Ogun State, Nigeria This paper empirically investigates the influence of functional clues as a strategy students' loyalty within the this paper was to examine if the application of marketing strategies can be applied by higher institutions in order to satisfy their student and turn them to advocate of their brands/service. To naires were retrieved from student of a private university adjudged to be the best in Nigeria. Multi-Using the Categorical Regression CATREG analysis, the study found that functional clues have positive. Relying on this finding, the study therefore recommended among other things that the university management should adopt customer experience management as a strategy to build student loyalty and also concentrate their efforts on the improvement of functional clues by focusing more on the development of the competences of their lecturers and implement the strategy in order to gain repeat patronage of their students for further studies. Customer, Experience, Functional clues, Student, Loyalty, Higher BORISHADE Taiye T, KEHINDE Oladele J., OGUNNAIKE Olaleke, WORLU Rowland E, IYIOLA Oluwole and DIRISU Joy, Customer Experience Management: An Empirical Evidence of Functional Clues and ernational Journal of Mechanical Engineering and &IType=1 BORISHADE Taiye T, KEHINDE Oladele J., OGUNNAIKE Olaleke, WORLU Rowland E, IYIOLA Oluwole and DIRISU Joy

The Marketing Review, 2014

Acta Commercii, 2014

Orientation: Higher education institutions (HEIs) are facing many challenges such as intense competition and a decrease in government subsidies. Creating more satisfied undergraduate students with a high level of loyalty can increase retention of students.Research purpose: The main aim of the study was to measure students’ level of loyalty, advocacy intentions and perceptions of customer experience during service encounters with administrative staff of the North-West University.Motivation for the study: Positive experiences by students on-campus can increase their satisfaction levels which will lead to an increased propensity for further studies, develop a sense of loyalty and increase advocacy intentions to promote the university to others.Research approach, design and method: This quantitative research followed a descriptive research design. Self-administered questionnaires were handed out to 1295 students on the 3 campuses of the university.Main findings: Students on the Potchefs...

Dinasti International Journal of Education Management And Social Science, 2021

This research is a continuation of previous research conducted by Gaston LeBlanc and Nha nguyen, 1999, a survey of the dimensions that affect the perceived value, and a study conducted by Gordon HG McDougall, Terrence Levesque (2000) regarding the relationship between perceived value and customer satisfaction. It encouraged the author to conduct further research to see the effect of the perceived value dimensions on customer satisfaction, which is applied to universities that the author is managing. This study aims to determine the impact of postgraduate students' assessments on what they feel about the college activities they are undergoing with the satisfaction they feel. and explore the dimensions of perceived value that determine and cause consumers to feel satisfied. Based on the tests that have been carried out, it turns out that from the 6 dimensions, only 4 sizes directly influence customer satisfaction. This is supported by the results of the hypothesis testing of these...

International Journal of Human Resource Management and Research (IJHRMR), 2019

Customer Experience (CX) is the new buzzword in the corporate world. Marketing has evolved through various stages of Sales, Marketing, Customer Relationship Management (CRM) and now Customer Experience Management (CEM).With the advent of Digital Touch points, customers are increasingly using Google, Emails, Facebook, WhatsApp, Twitter, etc. for information research to guide them in their purchase decisions. Companies across the world have realized the importance of this and have increasingly started focusing on mapping / understanding their Customer Experience Journey (CxJ) across Physical and Digital Touch points from discovery to advocacy, for better productivity and better profitability. However, implementation of the Customer Experience Management (CEM) is proving to be challenging without a holistic approach and total involvement of all the staff from Top Management to Bottom of the pyramid staff. The study will be primarily based on Secondary Research and informal interviews of Senior Executives involved in CRM / CEM implementation. Attempt has been made in this paper to conceptualize Customer Experience Management using a model and probe into the importance and relevance of Customer Experience Management in today’s digital and knowledge based economy from both the perspectives, i.e. Productivity and Profitability. The article will also discuss on the challenges of CEM implementation in companies for effective results, especially in India. The paper is expected to provide guiding principles for effective implementation of CEM in the Indian context. KEYWORDS: Customer Experience, Customer Experience Management (CEM), Customer Experience Journey & Customer Touch Points

Gestion 2000, 2014

European Management Journal, 2007

repository.wit.ie

A review of the academic and practitioner literature on customer relationship management indicates a general consensus that quality, value, and satisfaction are critical variables in explaining customer loyalty in services, yet, although much is known about the relationship between the aforementioned variables and customer loyalty, they don"t fully explain how customer loyalty is built? This paper argues that one critical variable has been excluded from consideration that impacts on customer loyality, explicitly customer experiences. Therefore, the purpose of this paper is to rectify this significant gap in the literature and present relatively new perspective of customer loyality that recognises that the customer has to interact with the components of a service in order for the service to become "real" (Echeverri 2005) and that the successful management of customer experiences leads to a differentiated competitive advantage (Smith and Wheeler 2002). This paper proposes a preliminary conceptual model for building customer loyalty, one which incorporates the critical variable customer experiences and presents a number of propositions. This new approach has moved away from the typical loyalty building models and now incorporates all four critical variables, experiences, quality, value and satisfaction. These are significant variables in determining customer loyalty and to the best of our knowledge have not been collectively examined before. Due to the scarcity of research and interest in this area, it is perceived that this study will not only contribute substantially to academic knowledge in this area but will also make a significant contribution to tourism practiceinforming practitioners on the criticality of the customer experience in building customer loyalty.

Journal of Database …, 2010

2 has an MBA and PhD in business administration. He is currently working as an associate professor in the Department of Management Studies at the Indian Institute of Technology Roorkee, Roorkee (India). His research covers strategy and international marketing. Dr Rahman's work has ...