Customer experience challenges: bringing together digital, physical and social realms

Designing digital patient experiences: The digital health design framework

BACKGROUND

Digital health (DH) brings considerable benefits, but it comes with potential risks. Human Factors (HF) play a critical role in providing high-quality and acceptable DH solutions. Consultation with designers is crucial for reflecting on and improving current DH design practices.

OBJECTIVES

We investigated the general DH design processes, challenges, and corresponding strategies that can improve the digital patient experience (PEx).

METHODS

A semi-structured interview study with 24 design professionals. All audio recordings were transcribed, deidentified, grammatically corrected, and imported into ATLAS.ti for data analysis. Three coders participated in data coding following the thematic analysis approach.

RESULTS

We identified eight DH design stages and grouped them into four phases: preparation, problem-thinking, problem-solving, and implementation. The analysis presented twelve design challenges associated with contextual, practical, managerial, and commercial aspects that can hinder the design process. We identified eight common strategies used by respondents to tackle these challenges.

CONCLUSIONS

We propose a Digital Health Design (DHD) framework to improve the digital PEx. It provides an overview of design deliverables, activities, stakeholders, challenges, and corresponding strategies for each design stage.

Unveiling the Negative Customer Experience in Diagnostic Centers: A Data Mining Approach

Introduction

This study aims to identify the negative customer experiences reflected in complaints against diagnostic centers using data mining tools.

Methods

Analyzing customer complaints from a consumer complaints website, the Apriori algorithm was employed to uncover frequent patterns and identify key areas of concern. The frequency and distribution of terms used in complaints were also analyzed, and word clouds were generated to visualize the findings.

Results

The study revealed that major areas of unfavorable customer experience included delayed test reports, erroneous test results, difficulties scheduling appointments, staff incivility, subpar service, and medical negligence.

Discussion

These findings and the proposed model can guide diagnostic centers in incorporating data mining tools for customer experience analysis, enabling managers to proactively address issues and view complaints as opportunities for service improvement rather than legal liabilities.

Digital Maturity as a Strategy for Advancing Patient Experience in US Hospitals

Patient experience is globally recognized as an important indicator of health system performance, linked to health system quality and improving patient outcomes. Post COVID-19, health systems have embraced digital health and advanced digital transformation efforts; however, the relationship between digital health and patient experience outcomes is not well-documented. Using HCAHPS hospital survey data to measure patient experience, and HIMSS EMRAM Maturity Model data to measure digital maturity, a cross-sectional design using multivariate analyses examined the impact of digital maturity on patient experience in US hospitals. Our analysis shows that advanced digital maturity in US hospitals is associated with stronger patient experience outcomes, particularly relative to communication with nurses, doctors, and communication about medicines and therapies. The findings suggest that there are significant differences in patient experience associated with teaching versus nonteaching hospitals, urban versus rural hospitals. As hospitals advance and progress digital transformation initiatives, evidence to inform how transformation efforts can engage and advance patient experience will contribute to health system performance well into the future.

Timing, Indicators, and Approaches to Digital Patient Experience Evaluation: Umbrella Systematic Review

BACKGROUND

The increasing prevalence of DH applications has outpaced research and practice in digital health (DH) evaluations. Patient experience (PEx) was reported as one of the challenges facing the health system by the World Health Organization. To generate evidence on DH and promote the appropriate integration and use of technologies, a standard evaluation of PEx in DH is required.

OBJECTIVE

This study aims to systematically identify evaluation timing considerations (ie, when to measure), evaluation indicators (ie, what to measure), and evaluation approaches (ie, how to measure) with regard to digital PEx. The overall aim of this study is to generate an evaluation guide for further improving digital PEx evaluation.

METHODS

This is a 2-phase study parallel to our previous study. In phase 1, literature reviews related to PEx in DH were systematically searched from Scopus, PubMed, and Web of Science databases. Two independent raters conducted 2 rounds of paper screening, including title and abstract screening and full-text screening, and assessed the interrater reliability for 20% (round 1: 23/115 and round 2: 12/58) random samples using the Fleiss-Cohen coefficient (round 1: k1=0.88 and round 2: k2=0.80). When reaching interrater reliability (k>0.60), TW conducted the rest of the screening process, leaving any uncertainties for group discussions. Overall, 38% (45/119) of the articles were considered eligible for further thematic analysis. In phase 2, to check if there were any meaningful novel insights that would change our conclusions, we performed an updated literature search in which we collected 294 newly published reviews, of which 102 (34.7%) were identified as eligible articles. We considered them to have no important changes to our original results on the research objectives. Therefore, they were not integrated into the synthesis of this review and were used as supplementary materials.

RESULTS

Our review highlights 5 typical evaluation objectives that serve 5 stakeholder groups separately. We identified a set of key evaluation timing considerations and classified them into 3 categories: intervention maturity stages, timing of the evaluation, and timing of data collection. Information on evaluation indicators of digital PEx was identified and summarized into 3 categories (intervention outputs, patient outcomes, and health care system impact), 9 themes, and 22 subthemes. A set of evaluation theories, common study designs, data collection methods and instruments, and data analysis approaches was captured, which can be used or adapted to evaluate digital PEx.

CONCLUSIONS

Our findings enabled us to generate an evaluation guide to help DH intervention researchers, designers, developers, and program evaluators evaluate digital PEx. Finally, we propose 6 directions for encouraging further digital PEx evaluation research and practice to address the challenge of poor PEx.

Examining Ethnic Disparities in Digital Healthcare Services Utilization: Insights from Israel

Purpose

The purpose of this study was to examine ethnic disparities in the utilization of digital healthcare services (DHS) in Israel and explore the characteristics and factors influencing DHS use among the Arab minority and Jewish majority populations.

Methods

A cross-sectional correlational design was employed to collect data from 606 Israeli participants, 445 Jews, and 161 Arabs. Participants completed a digital questionnaire that assessed DHS utilization, digital health literacy, attitudes towards DHS, and demographic variables.

Results

The findings reveal significant disparities in DHS utilization and attitudes between these ethnic groups, with Jewish participants demonstrating higher rates of utilization and positive attitudes toward DHS. The study also explores the predictive role of digital health literacy and attitudes in DHS use while considering ethnicity as a potential moderator. Significant predicting factors related to DHS utilization among Jews include positive attitudes and high health literacy. Among the Arabs, only attitudes towards DHS significantly predict the extent of DHS use. Digital health literacy affects the extent of use through attitudes at the two groups of the moderator significantly, but it is stronger among the Arab group.

Conclusion

To improve healthcare outcomes and reduce disparities, efforts should focus on ensuring equitable access to DHS for the Arab minority population. Targeted interventions, including digital literacy education, removing technology access barriers, offering services in Arabic, and collaborating with community organizations, can help bridge the gap and promote equal utilization of DHS.

The evolution of Airbnb research: A systematic literature review using structural topic modeling

This study employs advanced text-mining techniques to offer an in-depth and comprehensive overview of the extensive body of research on Airbnb. By analyzing 1021 articles published in 416 journals spanning the period from 2015 to 2022, this study aims at revealing Airbnb research topics and trends. The results show that the primary focus of academic inquiry regarding Airbnb revolves around two domains: the company's operational practices and its impacts on various domains. Within the realm of Airbnb's operational practices, four distinct research topics emerge as particularly prominent and extensively explored. These encompass the dynamics of 'trust in Airbnb,' the formulation and implementation of 'house rules,' the mechanisms of governing 'Airbnb pricing' strategies, and the critical examination of 'value creation in Airbnb' initiatives. Meanwhile, the most researched impacts of Airbnb are on urban tourism, rental housing markets, tourist destinations, and hotels. These spheres have received significant scholarly attention due to the profound implications and transformative effects engendered by Airbnb's disruptive presence in these areas. Moreover, the findings underscore that research pertaining to Airbnb's operational aspects has witnessed a significant increase in popularity over time, indicating a marked shift in the focal points of Airbnb research. Notably, the research topics that have experienced substantial growth include 'trust in Airbnb,' 'Airbnb pricing,' and 'impacts on tourist destinations.' Lastly, this study found that Airbnb-related research articles in hospitality and tourism journals tend to be more delving into industry-specific phenomena and challenges. Conversely, non-hospitality and tourism journals provide a broader coverage of topics related to Airbnb, encapsulating diverse areas of inquiry beyond the boundaries of the industry. This literature review provides valuable insights into existing research on Airbnb and highlights several critical areas for future research.

Understanding the customer experience in human-computer interaction: a systematic literature review

Background

In recent years, there has been an increasing interest in customer experience (CX) and its relation to the human-computer interaction (HCI) field. The CX is different depending on the domain in which it is studied, and therefore its dimensions may vary.

Methodology

This research presents an extensive review of 122 studies related to CX definitions and dimensions that have been proposed in different domains, including an analysis from an HCI perspective. The guidelines proposed by Kitchenham & Charters (2007) were used, complementing the review with a snowballing approach.

Results

We identified 71 CX definitions (where 14 definitions highlight HCI aspects), 81-dimensional proposals (where 24 proposals contain HCI aspects), and 39 application domains (where 18 domains cover topics related to HCI). However, we did not find CX definitions or dimensions directly focused on HCI. Based on the results, a novel CX definition and dimensions-focused on the HCI area-are proposed and activities that the authors should perform when proposing new CX dimensions in domains related to HCI are suggested, i.e., domains that involve the interaction of a user (or customer) with a software product.

Conclusions

Implications for future practice focus on facilitating the understanding of the CX concept and its relationship with HCI; recognizing the key CX dimensions for different domains and how they relate to HCI dimensions; and helping in the creation of new CX dimensions by suggesting activities that can be performed. The results show that there are opportunities for HCI/CX researchers and practitioners to propose new dimensions of CX for a domain related to HCI, develop instruments that allow the evaluation of CX from an HCI point of view, and perform reviews on a particular domain relevant to HCI but less studied.

Mediating service experiences with online photos: the role of consumers' perceptions of the mediated servicescape

Purpose

Photos are powerful tools to attract individuals’ attention and convey service experiences. Yet exactly how visual cues in a photo contribute to the perceptions of the staged servicescape, and how these perceptions inspire online booking/reservation behaviors, remains underexplored. Addressing the gap, this study aims to uncover (1) how perceptual information mediated by an online photo contributes to the formation of consumers' holistic perceptions of the service environment and (2) how such consumers' holistic perceptions further influence customers' online purchasing behaviors.

Design/methodology/approach

This research adopts an innovative crowdsourcing approach and refers to field data on consumers' online hotel booking behaviors to examine relationships among inferred servicescape dimensions, consumers' holistic perceptions of the mediated servicescape and their actual online booking/reservation behaviors (e.g. page-view and meta-click behaviors).

Findings

Confirmatory factor analysis and path analysis indicated that five mediated servicescape dimensions (i.e. color, lighting, furnishings, layout and style) contribute significantly to consumers' perceptions of the mediated servicescape (CPMS) and exert different impacts on CPMS. Connecting the crowdsourced rating and consumer behavioral data, CPMS is found to influence consumers' aggregated page-view and meta-click behavior, especially in the US market.

Originality/value

Building upon servicescape theory, the medium theory and the online booking literature, this research proposes a novel conceptual framework of CPMS to theorize the process by which visual cues in online photos contribute to CPMS and subsequent online purchase behaviors. Findings from this research extend Bitner's servicescape framework to mediated service contexts and provide practical implications for promoting service businesses.

The effects of empathy by caregivers on healthcare service satisfaction

Healthcare service satisfaction focuses not only on the patients but also on the caregivers' perspectives. This study explored how caregivers' empathy toward patients affects their satisfaction with healthcare services through an electroencephalography (EEG) experiment. EEG mu rhythm was used as the neural indicator to reflect empathy. The results showed that empathy reduces caregivers' evaluation of healthcare service satisfaction because they share suffering with the patients. However, implementing physician-patient communication through a process-based informed consent (IC), compared to an event-based IC, can effectively alleviate such adverse effects.

Designing augmented reality services for enhanced customer experiences in retail

Purpose

To deliver superior customer experiences, retailers are increasingly turning to augmented reality (AR) technologies for new digital services that can enhance their customer interactions. The potential of AR has been validated in lab experiments, but when implemented in real-world contexts, its commercial impact has been limited. Therefore, this paper investigates how to design AR-based services (AR services) that enhance customer experiences in retail.

Design/methodology/approach

The paper uses a conceptual research approach to integrate research on AR in the context of retail, combining customer, retailer, and technical perspectives with the design thinking method to demonstrate how the challenge of AR service design can be addressed through design thinking.

Findings

The paper develops propositions that explain how a design thinking method is useful in the design of effective AR services. The paper also articulates principles for how to implement the design thinking method in the specific context of AR for enhanced customer experiences.

Practical implications

The study documents critical practices for retailers seeking to be competitive with superior customer experiences under the increasing digitalization of retailer-customer interactions.

Originality/value

The study contributes to the service design literature by answering the call to develop moderately abstracted explanations of how different digital technologies can be used to provision new services in different application domains, with the focus here being the design of AR services in the context of retail.

Digital Patient Experience: Umbrella Systematic Review

BACKGROUND

The adoption and use of technology have significantly changed health care delivery. Patient experience has become a significant factor in the entire spectrum of patient-centered health care delivery. Digital health facilitates further improvement and empowerment of patient experiences. Therefore, the design of digital health is served by insights into the barriers to and facilitators of digital patient experience (PEx).

OBJECTIVE

This study aimed to systematically review the influencing factors and design considerations of PEx in digital health from the literature and generate design guidelines for further improvement of PEx in digital health.

METHODS

We performed an umbrella systematic review following the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) methodology. We searched Scopus, PubMed, and Web of Science databases. Two rounds of small random sampling (20%) were independently reviewed by 2 reviewers who evaluated the eligibility of the articles against the selection criteria. Two-round interrater reliability was assessed using the Fleiss-Cohen coefficient (k1=0.88 and k2=0.80). Thematic analysis was applied to analyze the extracted data based on a small set of a priori categories.

RESULTS

The search yielded 173 records, of which 45 (26%) were selected for data analysis. Findings and conclusions showed a great diversity; most studies presented a set of themes (19/45, 42%) or descriptive information only (16/45, 36%). The digital PEx-related influencing factors were classified into 9 categories: patient capability, patient opportunity, patient motivation, intervention technology, intervention functionality, intervention interaction design, organizational environment, physical environment, and social environment. These can have three types of impacts: positive, negative, or double edged. We captured 4 design constructs (personalization, information, navigation, and visualization) and 3 design methods (human-centered or user-centered design, co-design or participatory design, and inclusive design) as design considerations.

CONCLUSIONS

We propose the following definition for digital PEx: "Digital patient experience is the sum of all interactions affected by a patient's behavioral determinants, framed by digital technologies, and shaped by organizational culture, that influence patient perceptions across the continuum of care channeling digital health." In this study, we constructed a design and evaluation framework that contains 4 phases-define design, define evaluation, design ideation, and design evaluation-and 9 design guidelines to help digital health designers and developers address digital PEx throughout the entire design process. Finally, our review suggests 6 directions for future digital PEx-related research.

Quality functions' use of customer feedback as activation triggers for absorptive capacity and value co-creation

Purpose

The purpose is to understand how the role of quality functions might evolve amidst digitalisation and an increased focus on services. This study focuses on customer feedback and how it can function as activation triggers for developing absorptive capacity, as well as how it relates to the value creation processes.

Design/methodology/approach

Following a qualitative research design, the authors gathered primary data from interviews with quality managers at 17 UK and Swedish firms and triangulated it with secondary information from the firms' web pages.

Findings

The findings show that customer feedback-based activation triggers can support development of absorptive capacity in the quality function if there are established processes for acting on customer feedback. This is often the case for codified feedback, which normally concerns products. However, digitalisation offers new opportunities of engaging in value co-creation, and firms need to develop digital capabilities to manage new technologies and data analytic tools. For personalised feedback (the main category of service-related feedback), established processes are missing.

Originality/value

This study work contributes to knowledge about how quality functions respond to customer feedback on both products and services. It clarifies why the quality function sometimes struggles to contribute to service quality as much as to product quality. From a theory development perspective, the authors contribute to understanding customer feedback-based activation triggers, how they lead to development of absorptive capacity and their relation to value co-creation on a functional level.

The impact of social media marketing activities in the museum industry

Purpose

The social media expands the scope of museum marketing. Through the social media marketing, visitors get a rich and colorful visual experience, and the museum can quickly and effectively convey various information to visitors. At present, the research on social media in the museum industry mainly focuses on the level of technology use, while the research on the marketing application of social media is relatively scarce, especially from the empirical perspective. This study constructs a conceptual model to identify the impact of SMMAs on visitor experience in the context of the museum industry through the empirical analysis.

Design/methodology/approach

A survey is conducted with a total of 538 visitors who follow the fan page of the Palace Museum Weibo. The collected data are analyzed via structural equation modeling.

Findings

The results show that SMMAs have significant effects on social presence and social support, which in turn significantly affect flow state. Moreover, the results demonstrate that social presence and social support partially mediates the relationships between SMMAs and flow state.

Originality/value

The contribution of this study is twofold. First, from a theoretical perspective, it offers new insights into the conceptualization of social media marketing. Second, from a pragmatic perspective, the results are helpful to guide museums how to carry out social media marketing activities.

Peer review

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-12-2020-0564

Conceptualizing Green Strategies’ Effects on Customer Experience in the Context of Omnichannel Retailing

The continuous adoption of environmental sensitive strategies in the context of strategic marketing planning along with the wide diffusion of omnichannel business practices raised challenging research issues towards shedding more light on the mechanics through which such business attempts affect consumer behavior. In parallel, the growing academics’ and practitioners’ interest on measuring the overall customer experience across channels fuel the research need to investigate how customer experience is affected in the context of a continuously evolving business landscape. To this end, this study attempts to conceptualize the effects of green strategies on customer experience in the context of omnichannel retailing though the development of an interdisciplinary conceptual model positioned in the fields of Marketing and Electronic Commerce. For that purpose, the study thoroughly reviews the relevant literature and formulates direct research questions supported by theoretical insights and evolving business practices which are reflected on the interrelationships of the derived conceptual model. This paper provides direct implications for research, as well as some straightforward managerial implications.

Digital twins’ impact on organizational control: perspectives on formal vs social control

Purpose

This study examines the connection between different digital-twin characteristics and organizational control. Specifically, the study aims to examine whether the digital-twin characteristics exploration, guidance and gamification will affect formal and social control.

Design/methodology/approach

The study is based on an analysis of survey results from 139 respondents comprising applied university students who use digital twins.

Findings

The results offer an interesting contribution to the literature. The authors consider the digital-twin characteristics exploration, guidance and gamification and investigate their contribution to two types of organizational controls: formal and social. The results show that two characteristics, exploration and gamification, affect the extent to which digital twins can be utilized for social control. Exploration and guidance’s role is significant concerning the extent to which digital twins can be utilized for formal control.

Originality/value

This study contributes to literature by considering multiple digital-twin characteristics and their contribution to two different control outcomes. First, it diverges from previous technical-oriented research by investigating digital twins in a human context. Second, the study is the first to examine digital twins’ effects from an organizational control perspective systematically.

Digital Twin for Urban Planning in the Green Deal Era: A State of the Art and Future Perspectives

This paper provides a state of the art of contemporary Digital Twins (DTs) projects for urban planning at an international level. The contribution investigates the evolution of the DT concept and contextualises this tool within the scientific-cultural debate, highlighting the interconnection between global policies and local needs/wishes. Specifically, six case studies of DTs are compared, illustrating their application, content, technological infrastructure, and priority results. The projects presented provide an overview of the existing DT typologies, focusing on the evaluative/prefigurative use and the limits/potential of the tool in light of the socio-health, climate, and environmental crises. Reflections on DT reveal, on the one hand, its potential role in supporting decision-making and participatory processes and, on the other, the potential utopian trend of data-driven planning encouraged by public–private investments in the smart city/twin city sector. In conclusion, the study underlines the innovative role of DT as a cutting-edge scientific format in the disciplinary framework but highlights that the practical use of the tool is still in an experimental research-action phase. From this theoretical-critical review, it is possible to hypothesise new research paths to implement the realism and application potential of DTs for urban planning and urban governance.

Immersive netnography: a novel method for service experience research in virtual reality, augmented reality and metaverse contexts

Purpose

As immersive technologies gain wider adoption, contemporary service researchers are tasked with studying their service experiences in ways that preserve and attend to their holistic and human characteristics. The purpose of this paper is to provide service researchers with a new qualitative approach to studying immersive technologies.

Design/methodology/approach

Using logic and following established methodological rules, this article develops the scope, definition and set of procedures for a novel form of netnography specifically adapted for the study of immersive technologies: immersive netnography. The research question is “How might netnography be adapted to research service experiences in virtual and augmented environments, which include and overlap with the notion of a Metaverse?”

Findings

Immersive netnography should be at the vanguard of phenomenological service experience studies of augmented reality, virtual reality and the Metaverse. A set of data collection, analysis, ethical and representational research practices, immersive netnography is adapted to digital media phenomena (customer and employee) that include immersive technology experiences. Developed through logical argumentation after analyzing key differences between social media and immersive technology, immersive netnography is procedurally customized for experience research in immersive technology environments.

Research limitations/implications

Three of the most significant practical limitations to producing high-quality netnography are rapidly changing contexts, scarce time resources and narrow researcher skillsets.

Practical implications

Industries and organizations may benefit from a new, holistically focused, ethically robust and culturally attuned market research method for understanding service experience in immersive technology contexts.

Originality/value

There have been no prior studies that develop netnography for the service research opportunities presented by immersive technologies. By applying the rigorous methodological guidance provided in this paper, future service researchers may find value in using specifically adapted qualitative research methods to study immersive technology experiences.

An Operational Image-Based Digital Twin for Large-Scale Structures

This study presents a novel methodology to create an operational Digital Twin for large-scale structures based on drone inspection images. The Digital Twin is primarily used as a virtualized representation of the structure, which will be updated according to physical changes during the life cycle of the structure. The methodology is demonstrated on a wind turbine transition piece. A three-dimensional geometry reconstruction of a transition piece as manufactured is created using a large number (>500) of RGB images collected from a drone and/or several LiDAR scans. Comparing the reconstruction to the original design will locate and quantify geometric deviations and production tolerances. An artificial intelligence algorithm is used to detect and classify paint defects/damages from images. The detected and classified paint defects/damages are subsequently digitalized and mapped to the three-dimensional geometric reconstruction of the structure. These developed functionalities allow the Digital Twin of the structure to be updated with manufacturing-induced geometric deviations and paint defects/damages using inspection images at regular time intervals. The key enabling technologies to realize the Digital Twin are presented in this study. The proposed methodology can be used in different industrial sectors, such as the wind energy, oil, and gas industries, aerospace, the marine and transport sector, and other large infrastructures.

Understanding Impacts of Service Robots with the Revised Gap Model

The service quality gap model, which identifies the antecedents of SERVQAUL, reveals that service quality depends on the gap between customer perceived and expected service (Gap 5), which can be caused by other gaps in the service process (Gaps 1–4). The emergence of service robots has affected the quality of services provided; however, little is known about how these impacts happen. Thus, this paper aims to explore the impacts of service robots on service quality by revising the original gap model in the context of robot service. This paper reviews and analyzes the literature related to service robots and develops a revised gap model for robot service by integrating the existing research on the impacts of service robots. By introducing the roles of robots and robot manufacturers into the original gap model, the revised gap model adds three new gaps: Gap 6 (manufacturers’ understanding gap), Gap 7 (technical gap), and Gap 8 (service coordination gap). Based on the revised gap model, the impacts of service robots on service quality are expounded (i.e., Gap 5 can be affected by not only Gaps 1–4 but also Gaps 6–8), and several propositions are introduced. This paper is the first to consider robot manufacturers as part of the service quality gap model, and the first to use a dynamic model to explore the impacts of service robots on service quality. This paper not only supplements the service robot and gap model literature but also provides service companies with a meaningful framework to improve service quality when using robots to provide service.

Service Robots: Trends and Technology

The 2021 sales volume in the market of service robots is attractive. Expert reports from the International Federation of Robotics confirm 27 billion USD in total market share. Moreover, the number of new startups with the denomination of service robots nowadays constitutes 29% of the total amount of robotic companies recorded in the United States. Those data, among other similar figures, remark the need for formal development in the service robots area, including knowledge transfer and literature reviews. Furthermore, the COVID-19 spread accelerated business units and some research groups to invest time and effort into the field of service robotics. Therefore, this research work intends to contribute to the formalization of service robots as an area of robotics, presenting a systematic review of scientific literature. First, a definition of service robots according to fundamental ontology is provided, followed by a detailed review covering technological applications; state-of-the-art, commercial technology; and application cases indexed on the consulted databases.

Applying Implicit Association Test Techniques and Facial Expression Analyses in the Comparative Evaluation of Website User Experience

This research project has the goal to verify whether the application of neuromarketing techniques, such as implicit association test (IAT) techniques and emotional facial expressions analyses may contribute to the assessment of user experience (UX) during and after website navigation. These techniques have been widely and positively applied in assessing customer experience (CX); however, little is known about their simultaneous application in the field of UX. As a specific context, the experience raised by different websites from two well-known automotive brands was compared. About 160 Italian university students were enrolled in an online experimental study. Participants performed a Brand Association Reaction Time Test (BARTT) version of the IAT where the two brands were compared according to different semantic dimensions already used in the automotive field. After completing the BARTT test, the participants navigated the target website: 80 participants navigated the first brand website, while the other half navigated the second brand website (between-subject design). During the first 3 min of website navigation, emotional facial expressions were recorded. The participants were asked to freely navigate the website home page, look for a car model and its characteristics and price, use the customising tool, and in the end, look for assistance. After the website navigation, all the participants performed, a second time, the BARTT version of the IAT, where the two brands were compared again, this time to assess whether the website navigation may impact the Implicit Associations previously detected. A traditional evaluation of the two websites was carried on by means of the classic heuristic evaluation. Findings from this study show, first of all, the significant results provided by neuromarketing techniques in the field of UX, as IAT can provide a positive application for assessing UX played by brand websites, thanks to the comparison of eventual changes in time reaction between the test performed before and after website navigation exposure. Secondly, results from emotional facial expression analyses during the navigation of both brand websites showed significant differences between the two brands, allowing the researchers to predict the emotional impact raised by each website. Finally, the positive correlation with heuristic evaluation shows that neuromarketing can be successfully applied in UX.

Potential for combining semantics and data analysis in the context of digital twins

Modern production systems can benefit greatly from integrated and up-to-date digital representations. Their applications range from consistency checks during the design phase to smart manufacturing to maintenance support. Such digital twins not only require data, information and knowledge as inputs but can also be considered integrated models themselves. This paper provides an overview of data, information and knowledge typically available throughout the lifecycle of production systems and the variety of applications driven by data analysis, expert knowledge and knowledge-based systems. On this basis, we describe the potential for combining data analysis and knowledge-based systems in the context of production systems and describe two feasibility studies that demonstrate how knowledge-based systems can be created using data analysis. This article is part of the theme issue 'Towards symbiotic autonomous systems'.

Designing satisfying service encounters: website versus store touchpoints

This study investigated how touchpoints moderate the antecedents of customer satisfaction with service encounters by comparing online and in-store encounters. Construal level theory was used within the Touchpoint, Context, Qualities (TCQ) Framework (De Keyser et al., 2020) to integrate a comprehensive model of how touchpoints-websites or stores-influence the magnitude of customer responses to qualities of service encounters. A hierarchical linear model (HLM) was estimated using survey data describing the service encounters of 2.4 million customers with a global retailer. Online customers weighed cognitive and behavioral qualities more heavily than in-store customers, whereas they weighed emotional and sensorial qualities less heavily. Moreover, random effects in the HLM model indicated that each country and store would have unique clientele effects for specific qualities. Since each firm has limited resources, this research offers guidance on key qualities in designing satisfying service encounters for each touchpoint and how qualities should be standardized and customized in global omnichannel environments.

SUPPLEMENTARY INFORMATION

The online version contains supplementary material available at 10.1007/s11747-021-00808-9.

Digital twin of low dosage continuous powder blending - Artificial neural networks and residence time distribution models

In this paper we present a thorough description of the digital twin development for a continuous pharmaceutical powder blending process in accordance with the Process Analytical Technologies (PAT) and Quality by Design (QbD) guidelines. A low-dosage system of caffeine active pharmaceutical ingredient (API) and dextrose excipient was examined via continuous blending experiments. Near infrared (NIR) spectroscopy-based process analytics were applied; quantitative evaluation of spectra was achieved using multivariate data analysis. The blending system was represented with mechanistic residence time distribution (RTD) models and two types of recurrent artificial neural networks (ANN), experimental datasets were used for model training or fitting and validation. Detailed comparison of the two modelling approaches, the optimization of the model-based digital twin, and efficiency of the soft sensor-based process monitoring is presented through several validating simulations. Both RTD models and nonlinear autoregressive neural networks demonstrated excellent predictive power for the low dosage blending process. RTD models can prove to be more advantageous in industrial development as they are less resource-intensive to develop and prediction accuracy on low concentration levels lacks dependency from the precision of chemometric calibration. Reduced material costs and limited development timeframe render the digital twin an efficient tool in technological development.

Robotic involvement in the service encounter: a value-centric experience framework and empirical validation

Purpose

Taking a mixed-method approach, this research developed and validated a novel, value-centric experience framework delineating robotic involvement in the service encounter and its subsequent impact on customers' experiences.

Design/methodology/approach

Focused on robotic restaurant businesses where robots are mainly involved in food production processes, this research utilized online customer review data and a multistage, mixed-method design for empirical examination. Automated thematic analysis was first adopted to facilitate a comprehensive understanding of the empirical reality as reflected in online customer reviews. Following an analytic induction process, a theoretical framework was developed integrating prior literature with the empirical reality to uncover the relationships across robotic involvement, experiential values and evaluative outcomes. A theory-driven, dictionary-based content analysis together with path analysis further enabled empirical validation of the developed theoretical framework.

Findings

The current research developed and validated a value-centric experience framework to theorize robotic involvement in the service encounter and its downstream impact on customers' experiences. Specifically, this framework conceptualizes robotic involvement as a five-dimensional composition of robotic visibility, competency, performanism, co-creativity and prominence. In addition, the framework specifies seven dimensions of experiential values revolving around high-tech–high-touch robotic service encounters, namely sensorial, utilitarian, hedonic, social, agentic, epistemic and aesthetic values. Following empirical validation, this framework sheds light on robotic involvement and experience design for high-tech–high-touch service businesses aiming to incorporate robots in their service encounters.

Originality/value

Drawing on classic service role theory and consumption value theory, this research developed and validated a novel theoretical model connecting robotic involvement dimensions with experiential consumption values and downstream customer evaluative outcomes. This research and theoretical framework open an exciting avenue for future research in robotic services and customer experiences.

Customer Experience in Fintech

The purpose of this paper is to analyse customer experience (CX) in the fintech sector. Fintech is a dynamic and innovative field that fully benefits from advances in information and communication technology. The concept of customer experience is multidimensional, analysed from various perspectives, and with distinct valences in different industries. Based on the stimulus-organism-response (S-O-R) approach, we proposed a model in which customer experience in fintech is the result of customer’s evaluation of the stimuli proposed by fintech companies. Using partial least squares equation modelling (PLS-SEM), we tested a series of hypotheses and validated the proposed model. The results showed that perceived value, customer support, assurance, speed and perceived firm innovativeness are positively related to customer experience in fintech. In turn, customer experience is positively associated with loyalty intentions of the customer. Our paper contributes in identifying the dimensions, the determinants and the outcomes of customer experience in fintech, while from a managerial perspective, we demonstrate how fintech companies must integrate customer experience in their business models.

Digital Twin Providing New Opportunities for Value Co-Creation through Supporting Decision-Making

The application of digital twins provides value creation within the fields of operations and service management; existing research around decision-making and value co-creation is limited at this point. Prior studies have provided insights into the benefits of digital twins that combined both data and simulation approaches; however, there remains a managerial gap. The purpose of this paper is to explore this research gap using input from a multiple case study research design from both manufacturing environments and non-manufacturing environments. The authors use ten cases to explore how digital twins support value co-creation through decision-making. The authors were all involved in the development of the ten cases. Individual biases were removed by using the literature to provide the assessment dimensions and allowing a convergence of the results. Drawing on the lessons from the ten cases, this study empirically identified eight managerial issues that need to be considered when developing digital twins to support multi-stakeholder decision-making that leads to value co-creation. The application of digital twins in value co-creation and decision-making is a topic that has developed from practice and is an area where a research gap exists between theory and practice. A cross-case analysis was developed based on the literature and the ten cases (eight industrial and two pilot-scale cases) providing the empirical findings. The findings describe how firms can design, develop, and commercialize digital-twin-enabled value propositions and will initiate future research.

Self-Service Technologies (SSTs)—The Next Frontier in Service Excellence: Implications for Tourism Industry

This research aims to understand how self-service technologies (SSTs) can bring about service excellence for tourists by the moderated mediating effect of satisfaction and tourist types, from the customer’s perspective. The study draws on survey data from 627 tourists from North Cyprus, Turkey, Italy, United States, and Germany who had experience using SSTs during their travel period for either leisure or business. The utility theory, Lancaster’s consumer theory, and random utility theory form the basis of this research’s theoretical framework. This study is the first attempt that examines the SSTs’ characteristics as antecedents of service excellence from the customer point of view in tourism literature. Moreover, this research enhances knowledge by integrating the concept of service excellence and SSTs’ characteristics into the abovementioned theories. The results revealed that service excellence could be provided for customers through SSTs, which this service excellence drives through the characteristics of SSTs. The result of moderated mediation tests on the relationship between SSTs’ characteristics and service excellence revealed that tourist types moderate the mediating effect of SSTs satisfaction for functionality, enjoyment, security/privacy, convenience, and customization. Meaning the mentioned constructs are more influential for business travelers than leisure travelers. Limitations, practical and theoretical implications are also discussed.

Implementing Experiential Marketing in the Digital Age for a More Sustainable Customer Relationship

We reviewed 58 empirical articles from the last two decades on experiential marketing in the e-commerce context. This literature review seeks to shed light into the fields of experiential and digital marketing, addressing the gaps in experiential aspects that appear during an online shopping session found in the literature. Thus, the paper identifies the elements that create the optimal consumers’ experience together with advantages, challenges, and strategic advice associated with the overall digital experience, an aspect that develops a more sustainable relationship between customers and e-businesses. The findings reveal that the most reported advantage of the overall digital experience is that it provides enhanced satisfaction, an aspect that is crucial for both consumers and online businesses, while some noted that frequent challenges are providing high levels of interactivity and trust. We found several other advantages and challenges of online consumer experience that led to the outlining of the strategic advice for online businesses, all being discussed in detail. The paper addresses a theoretical framework of digital marketing that is relevant for both academics and practitioners, suggestions for future research directions, and key research implications being offered.

Patient experience in the digital age: An investigation into the effect of generational cohorts

This research examines how patient experience is affected by various generational cohorts’ perceived ease of use and usefulness of healthcare patient portals and how this experience, in turn, shapes cohort technology use. Results suggest that digital technology needs to be designed and implemented with cohorts in mind. This study complements research in digital technology and customer experience by highlighting the relevance of generational cohort differences, that is whether they adopted digital technology (i.e., Generation X) or always had digital technology, (i.e., Millennials) on a patient’s experience.

Are Future Professionals Willing to Implement Service Robots? Attitudes of Hospitality and Tourism Students towards Service Robotization

This paper aims to examine attitudes of hospitality and tourism students, as future professionals, towards willingness to implement service robots. The study proposes a new theoretical conceptual model that includes new constructs and items, differentiating it from the others. The model was formed based on the extensive literature review and the interview with an eight-member focus group (hotel managers and academic researchers). Data collection was performed in two stages, pilot research based on 82 respondents and the main study, with the final number of respondents being 236. The initial results of the exploratory factor analysis were further tested using the confirmatory factor analysis. After the exclusion of several items due to low factor loadings and in order to improve model validity, analyses further suggested a nine-dimensional solution with 45 items. The study findings reveal a positive relationship between seven constructs and students’ willingness to implement service robots, with the expected business outcome being the most influencing one. On the other hand, positive relation was not found for empathy and social influence constructs. Theoretical contributions and practical implications are discussed in the paper. In conclusion, study limitations and future research suggestions are provided.

Critical Components of Industry 5.0 Towards a Successful Adoption in the Field of Manufacturing

The fifth industrial revolution is known as Industry 5.0 and is being evolved to focus on the personalized demand of customers. This industrial revolution is required to provide better interaction among humans and machines to achieve effective and faster outcomes. It provides a new era of personalization and solves complex problems. Digital technologies provide a new paradigm in manufacturing and eliminate repetitive jobs. It applies human intelligence to understand the requirement of a human operator. The data in manufacturing can be analyzed using machine learning and artificial intelligence (AI). This paper discusses the development of all industrial revolutions and differentiates between Industry 4.0 and Industry 5.0. Further, it identifies the significant elements and capabilities of Industry 5.0 in the manufacturing field. This paper finally identifies 17 critical components of Industry 5.0 and discusses them briefly. Intelligent machines used in this revolution are efficiently used to solve real problems. It provides higher accuracy and speeds up the industrial automation with the help of critical thinking of human resources. Industry 5.0 provides computing power to the industry, which is to facilitate the digital manufacturing systems that are built to communicate with other systems. Thus, with mass personalization, there is customer delight with higher value addition through Industry 5.0.

Transformative value and the role of involvement in gamification and serious games for well-being

Purpose

This study aims to investigate the use of gamification and serious games as transformative technologies that encourage health and well-being behaviors. The purpose of this paper is to investigate the transformative value that can be created by gamified apps and serious games and the role involvement plays between transformative value and desired outcomes.

Design/methodology/approach

Four gamified apps/serious games were examined in the study, with data collected from N = 497 participants. The data were analyzed using structural equation modeling.

Findings

The results revealed that gamified apps and serious games can create three transformative value dimensions – knowledge, distraction, and simulation – which can have direct and indirect effects on desired outcomes. Examination of competing models revealed involvement plays a mediating rather than a moderating role for gamification and serious games for well-being.

Originality/value

This research contributes greater understanding of how technology can be leveraged to deliver transformative gamification services. It demonstrates the multiple transformative value dimensions that can be created by gamified apps and serious games, which assist the performance of well-being behaviors and which have yet to be theorized or empirically examined. The study also establishes the mediating rather than the moderating role of involvement in gamification and serious games, as called for in the literature.

Robots or frontline employees? Exploring customers’ attributions of responsibility and stability after service failure or success

Purpose

Service robots are taking over the organizational frontline. Despite a recent surge in studies on this topic, extant works are predominantly conceptual in nature. The purpose of this paper is to provide valuable empirical insights by building on the attribution theory.

Design/methodology/approach

Two vignette-based experimental studies were employed. Data were collected from US respondents who were randomly assigned to scenarios focusing on a hotel’s reception service and restaurant’s waiter service.

Findings

Results indicate that respondents make stronger attributions of responsibility for the service performance toward humans than toward robots, especially when a service failure occurs. Customers thus attribute responsibility to the firm rather than the frontline robot. Interestingly, the perceived stability of the performance is greater when the service is conducted by a robot than by an employee. This implies that customers expect employees to shape up after a poor service encounter but expect little improvement in robots’ performance over time.

Practical implications

Robots are perceived to be more representative of a firm than employees. To avoid harmful customer attributions, service providers should clearly communicate to customers that frontline robots pack sophisticated analytical, rather than simple mechanical, artificial intelligence technology that explicitly learns from service failures.

Originality/value

Customer responses to frontline robots have remained largely unexplored. This paper is the first to explore the attributions that customers make when they experience robots in the frontline.

AI feel you: customer experience assessment via chatbot interviews

Purpose

While customer experience (CE) is recognized as a critical determinant of business success, both academics and managers are yet to find a means to gain a comprehensive understanding of CE cost-effectively. The authors argue that the application of relevant AI technology could help address this challenge. Employing interactively prompted narrative storytelling, and the authors investigate the effectiveness of sentiment analysis (SA) on extracting valuable CE insights from primary qualitative data generated via chatbot interviews.

Design/methodology/approach

Drawing on a granular and semantically clear framework for studying CE feelings, an artificial intelligence (AI) augmented chatbot was designed. The chatbot interviewed a crowdsourced sample of consumers about their recalled service experience feelings. By combining free-text and closed-ended questions, the authors were able to compare extracted sentiment polarities against established measurement scales and empirically validate our novel approach.

Findings

The authors demonstrate that SA can effectively extract CE feelings from primary chatbot data. This findings also suggest that further enhancement in accuracy can be achieved via improvements in the interplay between the chatbot interviewer and SA extraction algorithms.

Research limitations/implications

The proposed customer-centric approach can help service companies to study and better understand CE feelings in a cost-effective and scalable manner. The AI-augmented chatbots can also help companies to foster immersive and engaging relationships with customers. This study focuses on feelings, warranting further research on AI's value in studying other CE elements.

Originality/value

The unique inquisitive role of AI-infused chatbots in conducting interviews and analyzing data in realtime, offers considerable potential for studying CE and other subjective constructs.

Customer journey analyses in digital media: exploring the impact of cross-media exposure on customers' purchase decisions

Purpose

In the age of digital media, customers have access to vast digital information sources, within and outside a company's direct control. Yet managers lack a metric to capture customers' cross-media exposure and its ramifications for individual customer journeys. To solve this issue, this article introduces media entropy as a new metric for assessing cross-media exposure on the individual customer level and illustrates its effect on consumers' purchase decisions.

Design/methodology/approach

Building on information and signalling theory, this study proposes the entropy of company-controlled and peer-driven media sources as a measure of cross-media exposure. A probit model analyses individual-level customer journey data across more than 25,000 digital and traditional media touchpoints.

Findings

Cross-media exposure, measured as the entropy of information sources in a customer journey, drives purchase decisions. The positive effect is particularly pronounced for (1) digital (online) versus traditional (offline) media environments, (2) customers who currently do not own the brand and (3) brands that customers perceive as weak.

Practical implications

The proposed metric of cross-media exposure can help managers understand customers' information structures in pre-purchase phases. Assessing the consequences of customers' cross-media exposure is especially relevant for service companies that seek to support customers' information search efforts. Marketing agencies, consultancies and platform providers also need actionable customer journey metrics, particularly in early stages of the journey.

Originality/value

Service managers and marketers can integrate the media entropy metric into their marketing dashboards and use it to steer their investments in different media types. Researchers can include the metric in empirical models to explore customers' omni-channel journeys.

Human-like communication in conversational agents: a literature review and research agenda

Purpose

Conversational agents (chatbots, avatars and robots) are increasingly substituting human employees in service encounters. Their presence offers many potential benefits, but customers are reluctant to engage with them. A possible explanation is that conversational agents do not make optimal use of communicative behaviors that enhance relational outcomes. The purpose of this paper is to identify which human-like communicative behaviors used by conversational agents have positive effects on relational outcomes and which additional behaviors could be investigated in future research.

Design/methodology/approach

This paper presents a systematic review of 61 articles that investigated the effects of communicative behaviors used by conversational agents on relational outcomes. A taxonomy is created of all behaviors investigated in these studies, and a research agenda is constructed on the basis of an analysis of their effects and a comparison with the literature on human-to-human service encounters.

Findings

The communicative behaviors can be classified along two dimensions: modality (verbal, nonverbal, appearance) and footing (similarity, responsiveness). Regarding the research agenda, it is noteworthy that some categories of behaviors show mixed results and some behaviors that are effective in human-to-human interactions have not yet been investigated in conversational agents.

Practical implications

By identifying potentially effective communicative behaviors in conversational agents, this study assists managers in optimizing encounters between conversational agents and customers.

Originality/value

This is the first study that develops a taxonomy of communicative behaviors in conversational agents and uses it to identify avenues for future research.

Leveraging service design for healthcare transformation: toward people-centered, integrated, and technology-enabled healthcare systems

Purpose

This paper explores how service design can contribute to the evolution of health service systems, moving them toward people-centered, integrated and technology-enabled care; the paper develops a research agenda to leverage service design research for healthcare transformation.

Design/methodology/approach

This conceptual study starts by analyzing healthcare challenges in terms of demographic trends and economic constraints, along with the problems of lack of people-centricity, dispersion of care and slowness in incorporating emerging technologies. Then, it examines the theoretical underpinnings of service design to develop a framework for exploring how a human-centered, transformative and service systems approach can contribute to addressing healthcare challenges, with illustrative cases of service design research in healthcare being given.

Findings

The proposed framework explores how a human-centered service design approach can leverage the potential of technology and advance healthcare systems toward people-centered care; how a transformative service design approach can go beyond explanatory research of healthcare phenomena to develop innovative solutions for healthcare change and wellbeing; and how a service systems perspective can address the complexity of healthcare systems, hence moving toward integrated care.

Originality/value

This paper systematizes and develops a framework for how service design can contribute to healthcare transformation. It identifies key healthcare application areas for future service design research and pathways for advancing service design in healthcare by using new interdisciplinary bridges, methodological developments and theoretical foundations.

Personalized nutrition and “digital twins” of food

Mathematization of research is one of the most effective methods of virtual substantiation of foodstuff recipe and technology. This approach allows creating a product that meets consumer's individual needs, i.e. personalized foodstuff (ethnicity, cultural preferences, regional and environmental characteristics, lifestyle), and at the same time reducing the time and cost of decision-making. The article discusses the hypothesis that the “digital twin” of a food product is a virtual model of the product, namely its mathematical model (simulation model). A simulation model is a logical and mathematical description of a food product that is used to conduct a computerized experiment in order to design desired characteristics and properties. The “digital twin” combines all variety of factors from chemical composition, functional and technological properties to organoleptic indicators. The application of the “digital twin” model of the foodstuff will allow: (1) reacting quickly to changes in the composition, properties and types of raw ingredients, (2) adjusting the product recipe in response to changes in consumer preferences, (3) designing products with a given chemical composition, nutritional value and functional orientation, (4) creating functional, specialized products taking into account the metabolism of nutrients (ethnicity, cultural preferences, health status and clinical factors). Products adapted to the needs of small categories of people will help reducing the risks for those who already have diseases, and will meet the needs of those who would like to make their diet more appropriate to individual needs. The proposed approach to creating a model of the “digital twin” of the foodstuff includes several stages. The first stage involves optimization of the nutritional and biological value of the designed product. The second stage is related to designing the food product’s structural forms. But even if the recipe of a food product is optimally selected in the first stage, it does not guarantee its transformation during processing into a stable system with the required structural, mechanical, functional and technological parameters. Evaluation of the developed food product’s efficiency is possible only by analysing numerous and various parameters and indicators. It is convenient to generalize (convolute) many parameters and indicators into a single quantitative dimensionless indicator. To assess the quality and adequacy of the food product, it is suggested to use an integral indicator in the form of additive convolution – the ‘functional’ of the food product quality.