Exploring how Interactions and Responses within the Servicescape combine to form Customer Experience - A Text Mining Approach

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Many organisations are keen to enhance competitiveness through superior service experiences delivered to, and with, the customer. The ability to differentiate value propositions, based on experience provides a significant opportunity for service firms. The customer experience phenomenon is attracting significant interest from researchers. Important challenges for the research community include establishing principles for designing the service delivery system to achieve experience outcomes, understanding the dimensions of experiences and examining how the customer experience affects key customer outcomes such as customer satisfaction and loyalty. In each case, research is required to evaluate how experience impacts upon organisational outcomes such as operational and financial performance.The research is keen to start addressing these challenges to enhance the theoretical understanding of this phenomenon and to produce tools and frameworks that are useful for industry.There are three main areas of potential focus for the PhD work including but not limited to:1. How are service delivery systems designed and managed for experience? 2. How to measure and improve the customer experience?3. How can the customer experience lead to desirable outcomes from the perspective of the organisation and the customer?