Exploring the dynamic nature of customer experience to expose the interlinking roles of digital disruption, emotions and effective communications

Abstract

This PhD by Publication, drawing on ten outputs produced between 2014 and 2023,investigates how the roles of digital disruption, emotions, and effective communications interlink to inform better implementation and deepen our understanding of customer experience (CX), which in turn can lead to a competitive advantage for an organisation. CX has become critical for organisational growth in today’s fast-paced business environment. Digital disruption has deepened the complexity of CX, demanding a deeper understanding of its dynamic and ever-evolving nature.This Portfolio of Outputs aims to investigate the roles of digital disruption, emotions and effective communications by achieving the following objectives: 1. Investigate and assess the role of digital disruption in influencing CX in an omnichannel environment. 2. Explore and assess the role of emotions and how negative and positive emotions can coexist during CX. 3. Investigate and assess the role of effective communications to enhance CX. 4. Develop CX theory by interlinking these roles of digital disruption, emotions and effective communications to inform better implementation and deepen our understanding of CX.The Portfolio of Outputs significantly contributes to CX theory by presenting empirically tested conceptual frameworks that investigate the impact of digital disruption, effective communication and emotions on CX. The thesis emphasises the importance of CX in a rapidly changing business environment, offering practical recommendations for theoretical advancements and real-world applications. Organisations often struggle keeping their communications consistent across customer touchpoints and channels, especially as new technologies emerge. With the widespread use of digital devices and diverse digital platforms, customers now expect a seamless experience. This thesis makes a significant contribution to deepening our understanding of the topic of CX by examining the interlinking roles of digital disruption, emotions, and effective communication. It advances our understanding of CX in diverse contexts, thereby informing better implementation. By identifying critical drivers of CX, validating conceptual frameworks, and emphasising the vital importance of delivering a seamless CX across multiple touchpoints and channels, this research adds to the literature and makes a significant contribution to address the challenges of CX in the digital age.Specifically, the thesis exposes the complex relationship between emotions and CX, highlighting the importance of employee interaction and competence in driving favourablebehavioural outcomes. Furthermore, the thesis highlights the pivotal role of effective communication in improving CX by shaping how customers perceive and engage with organisations. Organisations need to take a holistic approach to CX by considering all aspects of the customer journey, including the emotional impact of their interactions with the organisation. By delivering a seamless CX across all touchpoints and channels, and by communicating effectively with customers, organisations can create positive emotional experiences that lead to customer loyalty and advocacy.

Date of Award	Jun 2024
Original language	English
Awarding Institution	Coventry University
Supervisor	Nigel Berkeley (Supervisor) & Glauco De Vita (Supervisor)