Understanding the town centre customer experience (TCCE)

This research enhances the understanding of consumer behaviour and customer experience in the context of town centres. First, it defines town centre customer experience (TCCE) as a multifaceted journey that combines interactions with a diverse range of public and private organisations, including retailers and social and community elements; this results in a unique experience co-created with the consumer across a series of functional and experiential touchpoints. Second, combining qualitative and quantitative insights, this research reveals a series of specific functional and experiential TCCE touchpoints, which underpin the consumer internal response (motivation to visit) and outward behaviour (desire to stay and revisit intentions) in the town centre. In addition to enhancing town centre and customer experience knowledge, these findings offer important new insights to those managing town centres and seeking to retain customer loyalty in the high street. Above all, these findings can help identify the touchpoints that need to be reinforced and/or improved to differentiate a town from its competing centres and to create tailored marketing strategies. Taken together, such initiatives have the potential to positively impact the revitalisation of the high street and the town centre economy.

Customer-driven innovation within U.S. business services and its impact on firm performance

This thesis examines the innovative performance of 206 U.S. business service firms. Undeniably, a need exists for better comprehension of the service sector of developed economies. This research takes a unique view by applying a synthesis approach to studying innovation and attempts to build under a proposed strategic innovation paradigm. A quantitative method is utilised via questionnaire in which all major types of innovation are under examination including: product and service, organisational, and technology-driven innovations. Essential ideas for this conceptual framework encapsulate a new mode of understanding service innovation. Basically, the structure of this analysis encompasses the likelihood of innovation and determining the extent of innovation, while also attempting to shed light on the factors which determine the impact of innovation on performance among service firms. What differentiates this research is its focus on customer-driven service firms in addition to other external linkages. A synopsis of the findings suggest that external linkages, particularly with customers, suppliers and strategic alliances or joint ventures, significantly affect innovation performance with regard to the introduction of new services. Service firms which incorporate formal and informal R&D experience significant increases in the extent of new-to-market and new-to-firm innovations. Additionally, the results show that customer-driven service firms experience greater productivity and growth. Furthermore, the findings suggest that external linkages assist service firm performance.