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The Role of Service Design in Enhancing Marketing-Customer Service Collaboration (2024)


Ukpabi, D., & Ukpabi, G. D. (2024). The Role of Service Design in Enhancing Marketing-Customer Service Collaboration. In J. N. Sheth, V. Jain, E. Mogaji, & A. Ambika (Eds.), Customer Centric Support Services in the Digital Age : The Next Frontier of Competitive Advantage (pp. 51-71). Palgrave Macmillan. https://doi.org/10.1007/978-3-031-37097-7_4


JYU-tekijät tai -toimittajat


Julkaisun tiedot

Julkaisun kaikki tekijät tai toimittajatUkpabi, Dandison; Ukpabi, Grace Dandison

EmojulkaisuCustomer Centric Support Services in the Digital Age : The Next Frontier of Competitive Advantage

Emojulkaisun toimittajatSheth, Jagdish N.; Jain, Varsha; Mogaji, Emmanuel; Ambika, Anupama

ISBN978-3-031-37096-0

eISBN978-3-031-37097-7

Julkaisuvuosi2024

Ilmestymispäivä31.12.2023

Artikkelin sivunumerot51-71

Kirjan kokonaissivumäärä294

KustantajaPalgrave Macmillan

KustannuspaikkaCham

JulkaisumaaSveitsi

Julkaisun kielienglanti

DOIhttps://doi.org/10.1007/978-3-031-37097-7_4

Julkaisun avoin saatavuusEi avoin

Julkaisukanavan avoin saatavuus

Julkaisu on rinnakkaistallennettu (JYX)https://jyx.jyu.fi/handle/123456789/99884


Tiivistelmä

Customer experience would help create and improve one of the important growing aspects of business and services, primarily for managers. However, customer experience has largely been a theoretical discussion with scant practical application. Accordingly, this study is built on two theoretical pillars of service design and customer experience. First, as part of a bigger project this chapter is a case study examining how the marketing team and customer service can apply service design tools to communicate and enhance the customer experience of students. Relying on the multilevel service design model, this study adopted in-depth interviews for the marketing team, focus group discussions for the students (customers), and independent web analysts as mystery shoppers. The results of the qualitative data were depicted using a service blueprint. This study argues that service blueprinting highlights critical touch points within the college's service ecosystem, which are crucial for the customers to acquaint themselves with the front and backend processes and delivery mechanisms. The study highlights implications for theory and practice.


YSO-asiasanatasiakaskokemusasiakastyytyväisyysmarkkinointiasiakaspalvelupalvelumuotoilukorkeakoulut

Vapaat asiasanatco-creation; customer experience; immigrants; service blueprint; service design; vocational education


Liittyvät organisaatiot

JYU-yksiköt:


OKM-raportointiKyllä

VIRTA-lähetysvuosi2024

Alustava JUFO-taso2


Viimeisin päivitys 2025-30-01 klo 13:17