A3 Kirjan tai muun kokoomateoksen osa
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 toimittajat: Ukpabi, Dandison; Ukpabi, Grace Dandison
Emojulkaisu: Customer Centric Support Services in the Digital Age : The Next Frontier of Competitive Advantage
Emojulkaisun toimittajat: Sheth, Jagdish N.; Jain, Varsha; Mogaji, Emmanuel; Ambika, Anupama
ISBN: 978-3-031-37096-0
eISBN: 978-3-031-37097-7
Julkaisuvuosi: 2024
Ilmestymispäivä: 31.12.2023
Artikkelin sivunumerot: 51-71
Kirjan kokonaissivumäärä: 294
Kustantaja: Palgrave Macmillan
Kustannuspaikka: Cham
Julkaisumaa: Sveitsi
Julkaisun kieli: englanti
DOI: https://doi.org/10.1007/978-3-031-37097-7_4
Julkaisun avoin saatavuus: Ei 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-asiasanat: asiakaskokemus; asiakastyytyväisyys; markkinointi; asiakaspalvelu; palvelumuotoilu; korkeakoulut
Vapaat asiasanat: co-creation; customer experience; immigrants; service blueprint; service design; vocational education
Liittyvät organisaatiot
OKM-raportointi: Kyllä
VIRTA-lähetysvuosi: 2024
Alustava JUFO-taso: 2