IRC Seminar: "How to design the service delivery system for customer experience in a utilitarian context?"
This research sets out to explore how organisations can design the service delivery system to support the customer experience in a utilitarian context. We develop a conceptual framework proposing that the service delivery system is designed to support the realisation of the customer experience and experience quality perceptions are formed when the customer interacts with the delivery system. Experience quality drives specific emotional responses (i.e. prevention emotions), which in turn influences customer satisfaction. The framework is explored through two in-depth case studies in the context of retail banking and pharmacy. The cases provide a rich source of information obtained through various data collection activities and contributors from the two organisations and their customers. The design characteristics of the service delivery system and the relevant experience quality dimensions are captured. The findings also reveal the mechanisms explaining how design characteristics effect experience quality dimensions, which in turn elicit prevention-oriented consumption emotions.
Short Bio on Presenter: Frédéric Ponsignon is Associate Professor in Quality Management at KEDGE BS. He joined KEDGE in July 2015 after 9 years in England. Frédéric has developed a strong expertise on several subjects central to quality management through his research work and business consulting projects. His doctoral thesis, obtained in 2010, focused on exploring the links between strategy, service offering and the characteristics of operational processes within EDF Energy. Since then, Frédéric's empirical work has: established a typology of operational excellence strategies; examined customer experience management practices; developed an analysis grid to assess the quality of the patient experience; and explored the operational characteristics of customer complaint handling systems. The results of this work have been published in leading international academic journals. Currently, Frédéric is piloting two self-funded research programs focused on the visitor experience at the Cité du Vin and on the cross-contributions between quality management and digitization.