Eliminating customer experience pain points in complex customer journeys through smart service solutions

Psychology and Marketing, vol. 41, pp. 592–609

Abstract

Abstract Scholarly understanding of customer journeys has evolved from a linear, single service provider perspective to encompass complex service delivery networks that involve multiple touchpoints governed by various service providers. This intricate setting often gives rise to experiential pain points for customers. To investigate this phenomenon within the context of airport services, our research employs critical incident and problem‐centered interviews as well as an analysis of 7192 online airport reviews. In Studies 1a and 2a, we explore the crucial pain points that travelers encounter throughout their airport journey. Complementing these insights, Studies 1b and 2b assess the impact of the identified pain points on travelers' emotions. Building upon a classification of pain points into information, performance, and hospitality themes, Study 3 further examines how smart service solutions, as new technologies, can address and resolve these pain points, ultimately enhancing the customer experience (CX). By accomplishing these objectives, our work contributes a comprehensive classification scheme for experiential pain points in complex customer journeys to the academic discourse on customer journeys. Furthermore, it establishes a connection to the emerging field of research on the impact of smart service solutions on the CX.

Authors 4

1. Heiko F. Holz corresponding Aachen Department of Service and Technology Marketing School of Business and Economics

   RWTH Aachen University

   Affiliation as printed

   Department of Service and Technology Marketing, School of Business and Economics RWTH Aachen University Aachen Germany

   Department of Service and Technology Marketing, School of Business and Economics, RWTH Aachen University, Aachen, Germany

2. Marc Becker

   Maastricht School of Management · Maastricht University

   Affiliation as printed

   Department of Marketing and Supply Chain Management, School of Business and Economics Maastricht University Maastricht The Netherlands

   Department of Marketing and Supply Chain Management, School of Business and Economics, Maastricht University, Maastricht, The Netherlands

3. Markus Blut

   Durham University

   Affiliation as printed

   Department of Management and Marketing, Durham University Business School Durham University Durham UK

   Department of Management and Marketing, Durham University Business School, Durham University, Durham, UK

4. Stefanie Paluch Aachen Department of Service and Technology Marketing School of Business and Economics

   Hanken School of Economics · RWTH Aachen University

   Affiliation as printed

   Department of Marketing, Centre for Relationship Marketing and Service Management Hanken School of Economics Helsinki Finland

   Department of Service and Technology Marketing, School of Business and Economics RWTH Aachen University Aachen Germany

   Department of Marketing, Centre for Relationship Marketing and Service Management, Hanken School of Economics, Helsinki, Finland

   Department of Service and Technology Marketing, School of Business and Economics, RWTH Aachen University, Aachen, Germany