Assignment on Customer Experience Management

Added on - 21 Apr 2020

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Running head: CUSTOMER EXPERIENCE MANAGEMENTCustomer Experience ManagementName of the student:Name of the university:Author note:
1CUSTOMER EXPERIENCE MANAGEMENTExecutivesummaryThe study covers the consumer journey process for a fast-food purchasing. The study covers theobjective with the help of interviews data and the available secondary resources on the chosensubject topic. This is indeed a very easy and clear paper to understand the journey of customerfor a fast-food visit or a purchase. The study covers its entire discussion on the fast-food industryand the chosen organization McDonald and KFC.
2CUSTOMER EXPERIENCE MANAGEMENTTable of ContentsIntroduction-....................................................................................................................................3Brief description of fast-food industry and of the chosen organizations-.......................................3Discussing the consumer behavior of the chosen customers-.........................................................4Methodology....................................................................................................................................7Generating data using the selected customer group and the customers-.....................................7Mapping the selected customer journey-.....................................................................................8Analysis-..........................................................................................................................................9Competitor analysis based on data derived from the interview and the some existing data-......9Findings.........................................................................................................................................10Conclusion.....................................................................................................................................10References......................................................................................................................................12Appendix........................................................................................................................................14Interview Questions-..................................................................................................................14
3CUSTOMER EXPERIENCE MANAGEMENTIntroduction-According toKlaus and Maklan (2013), consumer experience related study has nowreplaced quality to become the main focus for the contemporary marketing research. They haveargued the service quality is an outdated version now. Companies prefer doing research works onthe consumer experience. They now prefer more to go with the responses they get. Theconsequence of such process might not bring quality products in market as there are ample ofexamples are available in the market. There is a particular segment that prefers buying cheaperproduct despite the fact that it is low in quality (Thuijsman, 2017). As opined byMihart (2012),the rising competition in the market has encouraged firms to go for extensive research works onthe factors that influence the purchasing. The contemporary business strategies are not to sell thetrademark product of a firm but it has rather shifted to satisfying the customer needs. Firmsmanufacture products according to the needs of customers. Additionally, they target a particularmarket segment based on their area of interest, which is developed through the information theyderive on the consumer purchasing behavior (Paul & Rana, 2012). The mainpurposeof thisassignment is to analyze the buying behavior of selected customers for fast-foods.Brief description of fast-food industry and of the chosen organizations-Fast-food industry-Despite the challenges that the fast-food industry has faced in recent time, it hassuccessfully maintained its business progression. Although, the last few years have forced themto think more of sustainability but still, they are able to sell their products with minimaladjustment in the quality of food. As per the report submitted by theWorld Economic Forumin
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