Multivariate hybrid pathways for creating exceptional customer experiences

Abstract

Purpose The purpose of this paper is to focus on the evolving field of hybrid services within the customer service domain. The distinguishing characteristic of hybrid services is its rapid advancements and intersection of technology innovations mixed with customer service approaches. Design/methodology/approach Extensive research and analysis has identified numerous models to measure service quality and most of these models are derived from the SERVQUAL. Since SERVQUAL is not clearly focused to analyze the customer’s experience, the authors have used mixed methods of data collection. The two sources of data are both primary and secondary data. Primary source of research is semi-structured feedback with key operations manager and front line employees involved in the business process outsourcing industry. Secondary source of data is based on case studies of organizations engaged in information technology and ecommerce. Findings In this study, the author suggests multivariate hybrid pathways to streamline and deliver exceptional customer experience, which enhances the customer retention and firm’s competitive advantage. This study emphasizes on the imminent growth of hybrid services within the customer service domain. The distinguishing characteristic of hybrid services is its rapid advancements and intersection of technology innovations mixed with customer service approaches. The customers’ interactions with a firm are gaining proportional complexity due to the intercourse of human and technology interactions. Originality/value This study integrates the diverging but distinct pathways that influence customer experience. The study is centralized on the theme that there is a progressive dependence of human interactions with technological developments. It highlights the advent of new digital technologies that are the catalyst for personalized customer experiences.

Prediksi Customer Experience Dan Service Quality Terhadap Customer Loyalty: Customer Satisfaction Sebagai Variabel Mediasi

“…Customer experience didefinisikan oleh Stocchi et al (2016) sebagai keseluruhan proses jasa yang dapat meningkat ataupun berkurang melalui berbagai jenis interaksi yang dapat terjadi pada proses tersebut. Menurut Thomas (2017), customer experience merupakan akumulasi dari perasaan dan kesan yang diperoleh konsumen melalui interaksi dengan perusahaan, seperti membeli dan mengkonsumsi produk perusahaan, serta memperoleh informasi mengenai perusahaan. Kandampully dan Solnet (2015) mengemukakan bahwa customer experience merupakan refleksi dari seluruh interaksi pelanggan dengan perusahaan yang dapat berupa interaksi pada saat sebelum, sesudah, dan pada saat melakukan konsumsi.…”

Prominence of Information Richness in Accepting Online Based Self-Service Technologies

“…They are, service recovery issues, reduced face-to-face interaction, an overemphasis on firm benefits, an overemphasis on technologically based competitive advantages, the limitations of social experience and lack of sufficient cost savings. Thomas [54], compared the failures in traditional as well as technology-based service encounters and proposed 'hybrid services' which combines technology innovations with human involvement in customer service encounters.…”

Design heuristics for customer-centric business processes

“…This heuristic was derived from the feedback of the experts interviewed in the refinement phase as well as from Trkman et al (2015). Furthermore, the findings of Thomas (2017) support the relevance of touchpoints between customers and organizations.…”