Customer experience Alice, Lizzie, Elliot
Customer experience “Customer experience is the cumulative impact both emotional and practical all the encounters and interactions a customer has with a company.� Soudagar et al, (2012)
Content page ●
Dimensions of service quality
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Competitive advantage
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Competitor analysis
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Financial positions
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Sensory marketing
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Product offering
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Emotional Vs rational behaviour
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Big data
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Performance theory
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7 Es
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Conclusion
Identify dimensions of service quality The quality of service delivery is a function of the five dimensions ● ● ● ● ●
Tangibles Reliability Responsiveness Assurance Empathy
Parasuraman, Berry and Zeithaml (1991)
Competitive advantage ‘Competitive advantage means superior performance relative to others competitors in the same industry or superior performance relative to the industry age’ Barney, B.J. (1995).
Competitive analysis: TGI Screenshot of TGI research.
227.9
Competitive analysis: Wetherspoons
58%
Website comparison
TGIs Financial Position TGIs appears to be struggling along with other restaurant businesses to be profitable amongst economic uncertainty. This may have been because they were taken over by a private equity firm in 2016 called Electra Partners
Wetherspoons Financial Position
Spoons is still growing suggesting their innovative way of delivering and ordering food as well as their lower prices are still bringing in a wide range of customers.
Sensory marketing ‘Sensory marketing is the techniques that are used to reach your customer's senses and influence their behavior based on how your brand and tactics make them feel. As we know, the five senses are sight, hearing, taste, touch and smell’ thriveagency, (2019)
Product offering
Emotional versus rational customer behaviour
(Behavioraleconomics, 2019)
Big data & IoT
Performance theory- TGI Friday ● ● ● ● ● ●
Drama- strategy Script- process Theatre- physical environment Performance - offering Audience - customers Offering- product/ service Schneider performance theory (1988)
Performance theory- Wetherspoons ● ● ● ● ● ●
Drama- strategy Script- process Theatre- physical environment Performance - offering Audience - customers Offering- product/ service
Schneider performance theory (1988)
7Es ● ● ● ● ● ● ●
Experience Exchange Extension Emphasis Empathy Capital Emotional touchpoints Emic/Etic process
Batat, (2019)
Conclusion