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Création d'un artefact modulaire d'aide à la conception de parcours client cross-canal visant à développer les capacités des managers des entreprises du secteur du commerce

Abstract : Customer experience management is less explored in marketing (Lars Grønholdt et al., 2015; Lemon and Verhoef, 2017) and many practitioners describe strategic issues, and specifically, the managerial complexity to design of customer journey in cross-channel location.Our goal in our prescriptive and normative research, is aiming to improve, through the creation of a management tool, managers’ marketing capabilities. We restrict our doctoral work to French cross-channel retail. The thesis follows the Design Science Methodology (Romme, 2003) aimed at designing an artifact, which is a management tool that professionals can take to reduce the complexity of customer experience management. Three qualitative empirical studies are conducted: two series of interviews and a case study to test the artifact.The artifact developed in this thesis includes a set of concepts, a method and its effective realization called instantiation, based on the results of the first two interviews. We show that the theoretical choice to consider the customer journey as a co-production of resources and the design of customer journey as a modular structure allows to improve actual marketing capabilities and develop new ones, thus contributing to managerial knowledge but also academic because our research explores, from a theoretical point of view, the resources committed by the customer and the company, as well as marketing capabilities for the manager and their dynamics.
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Submitted on : Monday, February 6, 2017 - 3:46:10 PM
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Florence Moschetti-Jacob. Création d'un artefact modulaire d'aide à la conception de parcours client cross-canal visant à développer les capacités des managers des entreprises du secteur du commerce. Gestion et management. Université Paris sciences et lettres, 2016. Français. ⟨NNT : 2016PSLED018⟩. ⟨tel-01457810⟩

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