| Project/Area Number |
19K13838
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| Research Category |
Grant-in-Aid for Early-Career Scientists
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| Allocation Type | Multi-year Fund |
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| Review Section |
Basic Section 07090:Commerce-related
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| Research Institution | Osaka University of Economics (2021-2023)
Soka University (2019-2020) |
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Principal Investigator |
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| Project Period (FY) |
2019-04-01 – 2024-03-31
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| Project Status |
Completed (Fiscal Year 2023)
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| Budget Amount *help |
¥2,210,000 (Direct Cost: ¥1,700,000、Indirect Cost: ¥510,000)
Fiscal Year 2021: ¥260,000 (Direct Cost: ¥200,000、Indirect Cost: ¥60,000)
Fiscal Year 2020: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Fiscal Year 2019: ¥520,000 (Direct Cost: ¥400,000、Indirect Cost: ¥120,000)
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| Keywords | Customer Experience / Customer Journey / Customer touchpoint / Service Quality / Management framework / Interview / Fieldwork / Research framework / Framework / Interview Questionnaire / Perceived Quality / Management Framework / Online / Sampling / Field work / Action Plan / Reorganization / customer experience / customer journey / serviceology / mindmap / conceptualisation / pilot survey / PDCA / questionnaire / Marketing Strategy |
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| Outline of Research at the Start |
In competitive markets where product and service quality are already high, companies are exploring new ways to enhance the entire customer experience. This covers all touch-points (points of interaction/communication) between customers and companies which often start very early in the decision making and last beyond the purchase. This project aims at understanding how companies manage the complexity of touch-points across different channels, and how such experiences are perceived by customers. The research output is a model to manage and improve touch-points across the entire experience.
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| Outline of Final Research Achievements |
First, a new framework for measuring customer experience (CX) from the customer point of view was created that proposes survey items to understand better where customers experience points of resistance or “friction”. This framework was applied in a survey among Japanese car owners revealing critical issues especially in the online touch-points, that makes the customer journey more difficult or fragmented.
Second, a framework to holistically manage experiences was developed. This framework offers new survey items that were tested in interviews with practitioners who are experts in the field of CX.
The outcome consists of five papers/book chapters published by national and international publishers, three of them are peer-reviewed. Furthermore, findings were presented at three international conferences (Osaka and Tokyo, Japan and Ghent, Belgium) and four national conferences (Osaka and Tokyo). The variety of academic societies ensured larger exposure to the research and general community.
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| Academic Significance and Societal Importance of the Research Achievements |
By proposing and testing new ways to measure and manage customer experiences holistically, this project provides the basis for future research and a better understanding of the customer journey. Insights will lead to better ways of interactions and relationships between customers and companies.
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