TY - JOUR
T1 - Unlocking Service Provider Excellence
T2 - Expanding the Touchpoints, Context, Qualities Framework
AU - Hung, Hsiu Yu
AU - Lee, Nick
AU - Hu, Yansong
N1 - Publisher Copyright:
© The Author(s) 2023.
PY - 2023
Y1 - 2023
N2 - Customer reviews offer scope for better understanding the customer experience (CX), which may be leveraged to improve firms' CX performance. We extend the Touchpoints, Context, Qualities (TCQ) nomenclature by integrating it with the ARC value-creation elements and the multiple dimensions of CX. Our extended TCQ framework comprises nine building blocks to delineate dynamic what we term CX performance trajectories. We test our framework by collecting verbatim text-based reviews, and transforming them into two robust data sets (weekly, and monthly), which we examine using a dynamic Hidden Markov Model. We identify three levels of CX performance states and the migrations paths between them. We find that the building blocks coherently express mechanisms that are effective at the weekly and monthly levels for helping firms improve, and prevent deterioration of, CX performance. This research enriches the CX and TCQ literature. In particular, we derive actionable guidance for managers to facilitate the dynamic management of their firm’s CX performance.
AB - Customer reviews offer scope for better understanding the customer experience (CX), which may be leveraged to improve firms' CX performance. We extend the Touchpoints, Context, Qualities (TCQ) nomenclature by integrating it with the ARC value-creation elements and the multiple dimensions of CX. Our extended TCQ framework comprises nine building blocks to delineate dynamic what we term CX performance trajectories. We test our framework by collecting verbatim text-based reviews, and transforming them into two robust data sets (weekly, and monthly), which we examine using a dynamic Hidden Markov Model. We identify three levels of CX performance states and the migrations paths between them. We find that the building blocks coherently express mechanisms that are effective at the weekly and monthly levels for helping firms improve, and prevent deterioration of, CX performance. This research enriches the CX and TCQ literature. In particular, we derive actionable guidance for managers to facilitate the dynamic management of their firm’s CX performance.
KW - Hidden Markov Model
KW - customer experience
KW - customer experience management
KW - customer experience performance
KW - customer experience trajectory
KW - customer review
KW - review data
KW - text-mining
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U2 - 10.1177/10946705231218406
DO - 10.1177/10946705231218406
M3 - Article
AN - SCOPUS:85179742874
SN - 1094-6705
JO - Journal of Service Research
JF - Journal of Service Research
ER -