Prethodno priopćenje
MAPPING THE CUSTOMER EXPERIENCE: UNVEILING THE CUSTOMER JOURNEY IN THE NAIL INDUSTRY
Davor Širola
orcid.org/0000-0002-5902-511X
; Polytechnik of Rijeka, Vukovarska 48, 51000 Rijeka, Croatia
Robert Strahinja
; Polytechnik of Rijeka, Vukovarska 48, 51000 Rijeka, Croatia
Maja Arbanas
; Polytechnik of Rijeka, Vukovarska 48, 51000 Rijeka, Croatia
Sažetak
After a period of a low-touch customer service approach due to the recent pandemic, delivering value to customers again becomes a focus for entrepreneurs in originally designed business models in the service industry. Pandemic experiences have prompted customers to accept the usual service process changes readily. A valuable tool for analyzing customer behavior through the most critical touchpoints of the value delivery process is customer journey mapping. In this research, the CJM tool was applied using the example of a micro-entrepreneur in the nail industry. Customer experiences (N = 476) indicate that users attach the most significant importance to appointment availability, loyalty/reward programs, staff expertise, and price. By creating a customer journey map for customers of the analyzed business entity and other surveyed service users of different providers, differences and potential improvement touchpoints in the entrepreneur's service process have been identified.
Ključne riječi
Customer Journey Mapping; Customer Experience; Nail Industry
Hrčak ID:
314729
URI
Datum izdavanja:
15.3.2024.
Posjeta: 93 *