Utilizing Customer Experience Management Framework to Create a Delightful Service Experience (pp. 29-42)
In a highly competitive service environment, service providers have to provide customers with delightful service experience in order to attract more customers and achieve higher customer satisfaction. Managing service experience is a critical approach for service providers to consider. Although customer experience management (CEM) has been discussed across different research disciplines, there is still no systematical and feasible way to apply CEM into real environments. This study attempts to examine the customer experience by using cluster analysis, cross tabulation test, importance-satisfaction (IS) model, and house of quality (HOQ) method for CEM. We illustrate the process using an empirical case study at a well-known café in Jakarta, Indonesia. This mechanism can help service providers design and deliver delightful service experience to customers.