Acta academica karviniensia 2019, 19(2):28-41 | DOI: 10.25142/aak.2019.012

BUILDING COMPETITIVE ADVANTAGE THROUGH CUSTOMER EXPERIENCE MANAGEMENT

David Havíř
Brno university of technology, Faculty of business and management, Kolejní 2906/4, 612 00 Brno

The aim of this paper is to explore and analyze interdependence of marketing trend customer experience, value creation and perception and price sensitivity as potential building blocks for differentiation. This paper is based on the collection and analysis of both primary and secondary data. The primary data were acquired from service providers and through an online questionnaire on customer experience, perceived value, and price in the city transportation realm. The secondary data were obtained through thorough the research of Web of Knowledge-indexed scientific articles from the years 2015–2018 on these topics. The analysis of the secondary data revealed close interconnections between the subjects of interest – customer experience, value creation and perception, and price. Customer experience is considered to be the tool for value creation and co-creation, the key for differentiation, but also the necessary area to focus on and manage to stay relevant on the market. The findings from the primary research support the theoretical findings in the Czech city transportation domain. The research identifies customer experience improvements (e.g., personalization, customization, comfort, speed, trust, simplification, modern technology integration, seamlessness, balancedness) which city transportation newcomers used to differentiate from the deep-rooted competition. These improvements brought added and easily perceived value to the customers, helped to build and strengthen brand image and eroded the existing customer loyalty.

Keywords: customer experience, value, transport, uber, sharing economy, differentiation.
JEL classification: M31, R40

Received: January 8, 2019; Revised: May 13, 2019; Accepted: June 19, 2019; Published: July 1, 2019  Show citation

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Havíř D. BUILDING COMPETITIVE ADVANTAGE THROUGH CUSTOMER EXPERIENCE MANAGEMENT. Acta academica karviniensia. 2019;19(2):28-41. doi: 10.25142/aak.2019.012.
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