The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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Development of the Q-methodology Integrated Customer Experience Management Process Based on Customer Journey Map for Improving Customer Experience: CX-Q

고객경험 개선을 위한 고객여정지도 기반 Q-방법론 통합 고객경험관리 프로세스 제안: CX-Q

  • 유성훈 (국민대학교 비즈니스IT전문대학원) ;
  • 박도형 (국민대학교 비즈니스IT전문대학원)
  • Received : 2023.02.22
  • Accepted : 2023.03.30
  • Published : 2023.03.31
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Abstract

Purpose Customers consider the overall experience with the company as important as the quality of the product, and companies are also paying attention to creating long-term relationships with customers through optimal customer experiences. In this study, we propose a customer experience management process called 'CX-Q', which combines customer journey map and Q-methodology to understand the importance of customer experience based on the overall customer experience. Design/methodology/approach. CX-Q is a process that combines Q-methodology and customer journey maps, allowing stakeholders to explore and improve customer experiences at each contact point while engaging with brands, products, and services. It also enables them to derive customer experience insights and important management points for each segment. To demonstrate the usefulness of the proposed CX-Q, this study analyzed the experience of customers who used the Airbnb travel platform service as an example, applying the CX-Q process. Findings A total of four customer segments were derived, and it was found that each segment valued different attributes during the customer journey stage. The customer experience analysis using the CX-Q process proposed in this study is expected to help understand customers in more detail and assist in managing and improving customer experience.

Keywords

Acknowledgement

이 논문은 2020년 대한민국 교육부와 한국연구재단의 인문사회분야 중견연구자지원사업의 지원을 받아 수행된 연구임(NRF-2020S1A5A2A01040055).

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