YAN Xiao

thesis subject :

Customer experience management and business performance : the case of chinese telecom companies.

Thesis start date :

Novembre 2020

Name of thesis supervisor(s) :

Johannes SCHAAPER & Sam DZEVER.

Thesis abstract :

The overall objective of this research is to investigate and produce knowledge about the impact of customer experience management(CEM) on the performance of companies operating in the Chinese telecom sector.
Based on the above-stated objective, we have formulated the following questions to guide our research :
(1) What are the main CEM dimensions that affect the customer experience?
(2) What is the impact of essential CE dimensions on the market performance and financial performance of companies operating in the Chinese telecom sector?
Operating in a dynamic and competitive environment raises an important question about the nature of the relationship between CEM, market performance, and financial performance. As such customer experience becomes a strong factor of differentiation for companies. Chinese telecom companies can benefit from creating a better customer experience such as, for example, improvements in mission outcomes, employee engagement, financial outcomes, and societal benefits (e.g., trust in government) (Duncan et al., 2017). However, it would also be interesting to determine the main CEM factors that may influence differentiation to improve business performance.