客户体验的概念化:摩洛哥移动电信服务的案例

IF 1.2 Q3 BUSINESS, FINANCE

International Journal of Managerial and Financial Accounting Pub Date : 2020-04-27 DOI:10.1504/ijmfa.2020.10029003

Ikrame Belabbes, Mourad Oubrich, Fabio Fiano, Beatrice Orlando, D. Vrontis

{"title":"客户体验的概念化:摩洛哥移动电信服务的案例","authors":"Ikrame Belabbes, Mourad Oubrich, Fabio Fiano, Beatrice Orlando, D. Vrontis","doi":"10.1504/ijmfa.2020.10029003","DOIUrl":null,"url":null,"abstract":"The mobile telecommunications industry in Morocco has undergone rapid evolution supported by globalisation and liberalisation. Mobile operators have embraced customer experience as a way to achieve sustainable competitive advantages. The purpose of this paper is to identify and analyse the drivers of customer experience as described by users in their own words. Our study explores a new conceptual approach for customer experience based on a literature review aiming to define the concept, identify the relevant dimensions and give insight into the most common methods of measurement. The research design consists of a qualitative study based on interviews and discussion with experts and practitioners and supported by focus groups conducted within mobile telecoms services' users in Morocco. The findings suggest that the most relevant determinants of customer experience in the Moroccan mobile telecoms market are the brand image, the pricing, the customer relation, the promotion and the usage tracking.","PeriodicalId":43684,"journal":{"name":"International Journal of Managerial and Financial Accounting","volume":" ","pages":""},"PeriodicalIF":1.2000,"publicationDate":"2020-04-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":"{\"title\":\"Conceptualisation of customer experience: the case of mobile telecoms services in Morocco\",\"authors\":\"Ikrame Belabbes, Mourad Oubrich, Fabio Fiano, Beatrice Orlando, D. Vrontis\",\"doi\":\"10.1504/ijmfa.2020.10029003\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The mobile telecommunications industry in Morocco has undergone rapid evolution supported by globalisation and liberalisation. Mobile operators have embraced customer experience as a way to achieve sustainable competitive advantages. The purpose of this paper is to identify and analyse the drivers of customer experience as described by users in their own words. Our study explores a new conceptual approach for customer experience based on a literature review aiming to define the concept, identify the relevant dimensions and give insight into the most common methods of measurement. The research design consists of a qualitative study based on interviews and discussion with experts and practitioners and supported by focus groups conducted within mobile telecoms services' users in Morocco. The findings suggest that the most relevant determinants of customer experience in the Moroccan mobile telecoms market are the brand image, the pricing, the customer relation, the promotion and the usage tracking.\",\"PeriodicalId\":43684,\"journal\":{\"name\":\"International Journal of Managerial and Financial Accounting\",\"volume\":\" \",\"pages\":\"\"},\"PeriodicalIF\":1.2000,\"publicationDate\":\"2020-04-27\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"4\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Managerial and Financial Accounting\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1504/ijmfa.2020.10029003\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"BUSINESS, FINANCE\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Managerial and Financial Accounting","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1504/ijmfa.2020.10029003","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS, FINANCE","Score":null,"Total":0}

引用次数: 4

摘要

在全球化和自由化的支持下，摩洛哥的移动电信行业经历了快速的发展。移动运营商已经将客户体验作为实现可持续竞争优势的一种方式。本文的目的是识别和分析用户用自己的话描述的客户体验的驱动因素。我们的研究在文献综述的基础上探索了一种新的客户体验概念方法，旨在定义概念，确定相关维度，并深入了解最常见的测量方法。研究设计包括一项定性研究，该研究基于与专家和从业人员的访谈和讨论，并得到在摩洛哥移动电信服务用户中进行的焦点小组的支持。研究结果表明，在摩洛哥移动电信市场中，最相关的客户体验决定因素是品牌形象、定价、客户关系、促销和使用跟踪。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

Conceptualisation of customer experience: the case of mobile telecoms services in Morocco

The mobile telecommunications industry in Morocco has undergone rapid evolution supported by globalisation and liberalisation. Mobile operators have embraced customer experience as a way to achieve sustainable competitive advantages. The purpose of this paper is to identify and analyse the drivers of customer experience as described by users in their own words. Our study explores a new conceptual approach for customer experience based on a literature review aiming to define the concept, identify the relevant dimensions and give insight into the most common methods of measurement. The research design consists of a qualitative study based on interviews and discussion with experts and practitioners and supported by focus groups conducted within mobile telecoms services' users in Morocco. The findings suggest that the most relevant determinants of customer experience in the Moroccan mobile telecoms market are the brand image, the pricing, the customer relation, the promotion and the usage tracking.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

International Journal of Managerial and Financial Accounting BUSINESS, FINANCE-

CiteScore

2.10

自引率

7.10%

发文量

期刊介绍： IJMFA covers all aspects of managerial and financial accounting. The key difference between managerial and financial accounting is that managerial accounting information is aimed at helping managers within the organisation, while financial accounting is aimed at providing information to external parties. In today''s advanced manufacturing environment, various issues arise for accounting standard-setting practicing professionals. Solving the separate issues of managerial and financial accounting is a significant challenge, and IJMFA assists researchers in overcoming these challenges in an efficient, effective manner.