Cluster 1: Customer Experience & Interaction
Researchers in this cluster deal with customer experiences at physical and digital touchpoints, their psychological and social mechanisms, as well as their effect on behavior and brand value. The focus is on consumer psychology, digital interaction and social media, AI and service robots, measurability of customer experience.
Subtopics
Psychological and Social Mechanisms:
Customer experience and critical business decisions (e.g., outsourcing/offshoring) and their impact on consumers.
Emotions and social mechanisms in service encounters; consumer psychology along the journey.
Multisensory perception and culture as evidence for journey, content, and design decisions.
Digital Interaction & AI:
Digital interaction and social media: engagement drivers, complaint dynamics, content design, trust mechanisms, community moderation.
AI/service robots: trust, authority, anthropomorphism; acceptance models.
Measurability & Evidence:
Making customer experience measurable: A/B/n testing, CX toolbox, mixed-methods approaches.