• norsk
    • English
  • English 
    • norsk
    • English
  • Login
View Item 
  •   Home
  • Norges Handelshøyskole
  • Thesis
  • Master Thesis
  • View Item
  •   Home
  • Norges Handelshøyskole
  • Thesis
  • Master Thesis
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

What are the channel preferences of different experiential types of customers?

Borud, Olav
Master thesis
Thumbnail
View/Open
Borud 2011.pdf (661.6Kb)
URI
http://hdl.handle.net/11250/168965
Date
2011
Metadata
Show full item record
Collections
  • Master Thesis [4207]
Abstract
Experiences occur every time a customer interacts with a company, and can be either positive or negative. When positive, experiences can lead to an increase in customer satisfaction and loyalty. By decomposing the ambiguous term “experience” into manageable dimensions that are more tangible and easier to understand, companies could seek to take advantage of the fact that their customer base likely is diverse and made up by different people which have their own unique preferences in regards to what type of experiences they favor. Catering to different type of customers could for instance be done by examining if a company‟s service channels differ by appealing to different types of experiential groups of customers, with a special focus cost effective self-service technology channels.

This thesis provides an overview on the existing literature the customer experience concept and follows it up by categorizing a selection of consumers of telecommunications services in Norway based on their experiential preferences and examines differences between the groups with regards to channel preference. I find that there are indeed differences between what type of experiences a consumer prefer and the type of channel that the same consumer prefers to use.

Marketers could benefit by choosing to explore their customers‟ experiential profiles and achieve higher accuracy when designing appropriate channel mixes to suit their customer needs.

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit
 

 

Browse

ArchiveCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsDocument TypesJournalsThis CollectionBy Issue DateAuthorsTitlesSubjectsDocument TypesJournals

My Account

Login

Statistics

View Usage Statistics

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit