Using Customer Feedback for Improvements in Customer Experience Management

Ing. Jayesh Rane

Master's thesis

Abstract:

This Master’s thesis aims to analyze the theoretical relationship between customer experience and customer feedback management and understand how customer feedback systems can be used to improve the customer experience journey in a service-based organization. The thesis begins with chapter 1 that covers a systematic literature review explaining the critical aspects of customer experience, customer feedback, and the design for effectively gathering and delivering customer feedback. Chapter 2, research methodology, outlines a structured research design for gathering, analyzing, and describing the research data. Chapter 3 covers the empirical presentation of the data collected through interviews by ensuring systematic review, transcription, and summarization. Chapter 4 covered the interview's data analysis by coding and categorizing the information from the interview into meaningful text. Chapter 5 contains the conclusion, recommendation, limitations, and direction for further research.

Abstract:

This Master’s thesis aims to analyze the theoretical relationship between customer experience and customer feedback management and understand how customer feedback systems can be used to improve the customer experience journey in a service-based organization. The thesis begins with chapter 1 that covers a systematic literature review explaining the critical aspects of customer experience, customer feedback, and the design for effectively gathering and delivering customer feedback. Chapter 2, research methodology, outlines a structured research design for gathering, analyzing, and describing the research data. Chapter 3 covers the empirical presentation of the data collected through interviews by ensuring systematic review, transcription, and summarization. Chapter 4 covered the interview's data analysis by coding and categorizing the information from the interview into meaningful text. Chapter 5 contains the conclusion, recommendation, limitations, and direction for further research.

Keywords

Customer Experience, Customer feedback, Customer feedback system, Customer feedback management

Language used: English

Date on which the thesis was submitted / produced: 7. 1. 2022

Thesis defence

• Date of defence: 2. 2. 2022
• Supervisor: Ing. Mgr. Michal Krčál, Ph.D.
• Reader: PhD Ahad Zareravasan

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Business Management / Business Management