探索在线情绪（OS）作为电信服务客户体验（CX）的衡量标准

Q3 Business, Management and Accounting

Services Marketing Quarterly Pub Date : 2021-10-30 DOI:10.1080/15332969.2021.1992558

James Lappeman, S. Meyer, Diana Miguel

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引用次数: 1

摘要

摘要在本研究中，在线情绪（OS）被用于探索电信行业的客户体验（CX）。CX的衡量标准尚未达成一致，在净发起人得分（NPS）等指标方面存在许多挑战。该研究通过将CX与品牌感知情绪隔离、跟踪客户旅程中的情绪以及跨平台观察CX，探索了英国四大面向消费者的电信公司的CX。研究结果表明，CX情绪可以与品牌感知分离，客户满意度水平随着客户旅程的变化而变化。此外，CX情绪在不同服务渠道之间也有所不同。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Exploring Online Sentiment (OS) As a Measure of Customer Experience (CX) for Telecommunication Services

Abstract In this study, online sentiment (OS) was used to explore customer experience (CX) for the telecommunications industry. There is no agreed standard for CX measurement with many challenges in metrics like Net Promoter Score (NPS). The study explored the CX of the UK’s four biggest consumer-facing telecommunications companies by isolating CX from brand perception sentiment, tracking sentiment along the customer journey and observing CX across platforms. The findings show that CX sentiment can be isolated from brand perception and that customer satisfaction levels change along the customer journey. In addition, CX sentiment also differs between service channels.

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来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.