【Announcement】Seminar talk by Hsiu-Yu Shirly Hung from The University of Warwick on 8/4(二)11：00

We arrange a seminar talk on August 4(Tue) 11:00 by Hsiu-Yu Shirly Hung (Ph.D. in Marketing at The University of Warwick)  
Sincerely invite you to join this event and please register from https://forms.gle/JCJfuFdRm27HNxXFA before next Thursday(7/30).

Abstract

Do we really know about our repeat customers? Though this question is highly relevant for marketing practice, few studies provide conceptual and empirical insights into the experiences of repeat customers and how those experiences might be managed. Furthermore, most approaches that analyze relevant customer experience issues are, themselves, static. We propose a customer experience trajectory (CET) framework that takes a dynamic perspective, identifying the CX performance states of repeat customers according to their increasing levels of behavioral performance. By using a unique dataset of Airbnb customers in the period of ten years, we applied a hidden Markov Model to identify two mechanisms to explain the influences on repeat customers’ migrations, including  four dimensions of customer experience and six managerial-related variables. Our results track the evolution of the experience trajectories of different segmented groups of repeat customers with distinct profiles, and further identify  how customers in different segments respond to the migration mechanisms. We next parsimoniously capture the dynamic effectiveness of the migration mechanisms. The findings help to develop a  fine-grained understanding of customer experience and generating fresh management insights into the dynamics of the customer experience.