Impact of Social Environment and Interpersonal Influences in Changing Customer Experience: The Role of Situational and Customer Moderators in Changing Saudi Consumers' Health Consciousness

By

Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

Declaration

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

Abstract

In the ever changing business climate, the service sector has become a major focus of attention. One key aspect of this competitive environment is the effort of many businesses to differentiate them by creating unique customer experiences that accompany their products and services. The challenge to creating memorable consumer experiences is the proper identification of specific characteristics that influence experiences and gaining better understanding of how these impact consumers perceived values. This study is concerned with the undertaking of extensive research on the subject of interpersonal influences on the customer experiences. The topic further aims to consider the Saudi consumers and research the role of situational and customer moderators which impact the health consciousness of the Saudi consumers.

Table of Contents

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Introduction1

Problem Statement3

Aims and Objectives3

Research Question4

Layout of the Report4

Learning Process6

CHAPTER 2: LITERATURE REVIEW8

Conceptual Framework8

Customer Experience10

Customer Experience Management15

Interpersonal Influences18

Situation Moderators21

Customer Moderators25

Consumer Decision-making28

Styles of the consumers' purchase decision making28

Perfectionist, high-quality conscious consumer29

Brand conscious consumer29

Novelty, variety conscious consumer29

Price, value conscious consumer29

Impulsive, careless consumer30

Recreational, hedonistic consumer30

Confused by over-choice consumer30

Habitual, brand- loyal consumer30

Fulfilment conscious consumer31

Incentive conscious consumer31

Recommendation conscious consumer32

Saudi Arabia32

CHAPTER 3: METHODOLOGY35

Methodology and Methods35

Research Philosophy35

Research Strategy/Design37

Research Approach38

Population, Sampling and Sample38

Data Collection39

Variables40

Data Analysis40

Validity and Reliability41

Ethical Considerations41

Summary and Conclusion42

CHAPTER 4: CRITICAL ANALYSIS AND DISCUSSION43

Descriptive Statistics43

CHAPTER 5: CONCLUSION66

REFERENCES69

APPENDIX78

CHAPTER 1: INTRODUCTION

The aspect of customer experience and services is gaining increasing concentration in modern literature. As a concept, customer experience attempts to ascertain how consumers perceive the elements of a firm's offer and how the firm can control these perceptions for its promotion. From this viewpoint, the customer experience refers to 'that point of contact at which the consumer interacts with the product, service or the business (Tsiros &Parasuraman, 2006, pp. 4). Comparatively, studies seeking to explain the impact of interpersonal influences on altering customer experience while taking into account the effect of moderator specific to customer or a situation are scarce. Majority of studies conducted on customer experience have focused on the individual's aspects of customer experience (Wangenheim, pp. 67).

This study undertakes to discuss the much studied and researched concept of the Saudi customers' experiences which are influenced by the interpersonal variables. The extensive literature researched in this dissertation discusses the subject of the impacts that the society and environment has on the attitudes of customers in Saudi Arabia.

Introduction

While the interpersonal variables have deep effect on the product or service experience of a customer and can also result into bringing change in consumer perceptions about the rejection ...