Customer experience influences purchasing behavior. How do we measure this subjective phenomenon called customer experience? What are the best approaches to design customer experience? In my dissertation I present a new approach to assessing customer experience using emotion cues, which is a departure from commonly used self-reporting methods like surveys. I also demonstrate a modeling approach to designing customer experience that can offer more actionable insights than best practices and basic principles. I call this the Decision Analytic Approach to Customer Experience Design.During the second phase, in 2008, I conducted an ethnographic study to investigate the phenomenon of customer experience. This was done only at the Toyota dealership where I was given complete access by its management. ... so I present only the summary of the findings relevant to understanding how to treat customer experience in the decision diagram. ... then the likelihood of purchase for those who come in after a phone call is significantly higher than for those who do not.
|Title||:||Decision Analytic Approach to Customer Experience Design|
|Author||:||Byungwook Christopher Han|
|Publisher||:||Stanford University - 2011|