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The topics of entertainment and tourism became more and more important over the last years and seem to grow more in the next years. There are studies that are exploring factors which influence customer experience during or after a music festival, but there is not much content about the role of Marketing in this specific case. How important is marketing in the organisation of a music festival? What marketing tools are used to attract possible participants? And what factors influence the customer experience in general?
The bachelor thesis aims to investigate the role that marketing has before, during and after a music festival situation and to provide an overview of factors that influence the customer experience on the example of the New Fall Festival in Stuttgart, Germany.
Secondary data adopted from academic studies, journals and books are used to provide general background and the research developments. Qualitative research, in form of a customer survey, was used to investigate experiences, opinions and perceptions of the festival participants.
The conclusion of the research is that marketing is important in the time before and after a music festival. People are very active in social media platforms after an event and share and like provided content about the festival. It pointed out that other factors which seem unimportant play a significant role in the customer experience and satisfaction. A critical few on future research on the topic and limitations are discussed in the conclusion.
Experience Management has established itself in the business environment, first in the context of the customer and user experience and recently also in the context of the employee experience. This bachelor thesis explores how to improve the experience of a particular employee, the expatriate, by experience management. For this purpose, the implementation of existing experience management concepts is examined by using secondary data. The insights gained hereby are then transferred to the expatriate experience. A corresponding procedure is developed and exemplarily applied to Beiersdorf. This includes conducting primary research in the form of qualitative interviews and results in a set of recommendations for action on how the company can improve their expatriate experience. The results suggest that experience management is a promising approach to improve the experience, not only of expatriates but also of international assignees in general, which should be subjected to further research.
Rising globalization and digitization resulted in crises for the fashion industry. High competition and the interconnectedness of the consumers rule the market and put it under pressure. Owing to the growing power consumers possess, the requirements towards the fashion players are increasing. Customer experience is frequently discussed these days by academics as well as practitioners and emphasized as a competitive advantage. Yet, it is difficult to measure and to track its consequences.
Since customer experience is elusive and no industry specific measurement scale is defined, at first this work aims to identify relevant touch points of customer experience in the fashion industry by dint of a focused interview. The further objective of this paper is to enhance the comprehension of the touch points’ effects or rather the relationship of customer experience with brand loyalty. This is approached by a questionnaire based on the preceding qualitative analysis and the resulting model. This model defines the customer experience touch points as the independent variables while brand loyalty is examined as the dependent variable. The conducted linear regression analysis reveals a moderate effect of customer experience on brand loyalty and the touch points concerning the products as most relevant in this relationship. Additionally, the digitization aspect is addressed by the examination of the relationship in the offline and online channels separately. With respect to this, the present study recognizes that the extent of the customer experience’s impact on brand loyalty and the significant touch points vary across channels to a certain degree.
Life insurance penetration rate in Malaysia has been stagnant in the past few years although a few InsurTech companies set up in Malaysia recently. Prior researches on InsurTech fail to clarify the gap of the target customers’ and the insurance experts’ opinions on how to enhance the customer experience in online life insurance with the help of Artificial Intelligence (AI). To address this, a model is recommended based on the literature review on similar articles and survey results conducted on both target customers and insurance experts. The recommended model has four main components: official website by InsurTech companies collaborated with traditional life insurers, customer support, customer service and customer engagement.