【公开学术报告】Defining, Measuring, and Managing Networked Customer Experience

A Multi-Method Study of Mobile Payment Apps in Retail Settings

Guest Speaker:        Dr. Nandini Nim (Georgia State University)

Time/Date:              9:30 am Friday, Oct. 16, 2020 (Beijing Time)

Length:                     1.5 hours

Meeting ID:           644 720 44742

Password:               282140

Click Link:               https://zoom.com.cn/j/64472044742  

Abstract

With an increase in technology adoption, many third-party firms disrupt markets by providing technological platforms, such as Amazon and Google Pay, to service providers and customers. Thus, there has been a consistent rise in the role of third-party touchpoints across customer journeys. Customer data is now increasingly controlled by technology providers, which dilutes the role of the service providers. As a result, customers do not always know how to evaluate and attribute their experiences between service and technology providers. This research introduces a new concept of Networked Customer Experience (NCX), where technologies mediate a customer’s purchase journey, and their experiences are co-created and comanaged by the service provider and technology providers. In Study 1, we define the construct of NCX and propose its five dimensions based on the service convenience literature. We also outline the role of stakeholders (service provider, technology providers, and customers) and explain the evaluation and attribution mechanisms focusing on the role of affect (emotions). Lastly, we highlight the drivers of NCX evaluation and attribution. In Study 2, which consists of three parts, we focus on the measurement and management of NCX for mobile payment apps in a retail setting. In Study 2a, we use aspect-based sentiment analysis on customer reviews for multiple mobile payment apps. We link the customer evaluation with NCX dimensions and the associated sentiment (affect) information. In Study 2b, we use the results from Study 2a in an econometric model that measures the relative impact of mobile app (technology) characteristics, customer ratings and review environment, and NCX dimensions & associated sentiments of customer evaluation on customer ratings. In Study 2c, we conduct 2×2×2 factorial experiments where use the β-coefficient of NCX dimensions from Study 2b in developing a weighted measure of NCX. We manipulate the drivers of NCX evaluation and attribution under the scenarios of technology-service failures and non-failures. With this multi-method research, we contribute to the marketing literature by providing a new perspective on technology-mediated customer experience, and for practitioners, we provide useful insights for Customer Experience Management (CXM) Strategy. Keywords: Customer Experience, CX, Technology-mediated CX, Mobile payments, Mobile Wallets, Sentiment Analysis, Topic Classification, Lab Experiments, Econometric Modeling