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Customer experience in services industry

The research group aims to investigate how services organizations - especially in the retail and hospitality industry - can improve customer experience. In addition, it aims to examine customers’ needs and expectations about their service experiences in order to recommend strategic actions that service managers can implement in their organizations. Specific attention is paid to customer education as a tool to educate customers to better appreciate the service offered and, at the same time, live a better service experience.The main publications of the group are the following:

  • Bonfanti, Angelo, Customer shopping experience: le sfide del retail tra spazio fisico e digitale , G. Giappichelli , 2017
  • Bonfanti, Angelo; Vigolo, Vania; Douglas, Jackie; Baccarani, Claudio, Servicescape navigation: a customer typology based on the wayfinding ability of Italian hospital visitors «THE TQM JOURNAL» , vol. 29 , n. 4 , 2017 , pp. 546-563
  • Vigolo, Vania; Bonfanti, Angelo, Exploring the Importance of Basic Hotel Attributes: A Focus on Senior Wellness Tourists Rediscovering the Essentiality of Marketing. Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress , Springer International Publishing , 2016 , pp. 969-981
  • Bonfanti Angelo; Brunetti Federico, Effects of Customer Education in Terms of Customer Perceived Value: The Role of Customer Evaluation Skills «Sinergie» , vol. 97 , n. May-August , 2015 , pp. 219-238
  • Vigolo, Vania, Older Tourist Behavior and Marketing Tools, Springer International Publishing , 2017
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    Angelo Bonfanti

    Angelo Bonfanti
    Associate Professor
    Nicola Cobelli
    Associate Professor
    Federico Brunetti
    Full Professor
    Vania Vigolo
    Associate Professor
    External components
    Rossella Canestrino
    Università degli studi di Napoli Parthenope
    Pierpaolo Magliocca
    Università degli studi di Foggia
    Francesca Negri
    Università Cattolica Piacenza
    Rossella Canestrino
    Università Parthenope di Napoli
    Pierpaolo Magliocca
    Università di Foggia
    Francesca Negri
    Università Cattolica (sede di Piacenza)
    Topic Research area
    Consumer attitudes and behaviours toward sustainability. CSR, sustainability and business ethics
    Brand and branding Corporate communication
    Business-to-business branding Marketing
    Marketing
    Business to business management Marketing
    Marketing
    Tourist behavior Tourism management
    Country-of-origin effect and international markets Marketing
    Marketing
    Customer education Marketing
    Marketing
    Destination management Tourism management
    Development of social entrepreneurship Entrepreneurship
    Enterprise 4.0 and digital transformation Marketing
    Marketing
    Evolution of the firm-market relationship CSR, sustainability and business ethics
    Shopping experience management Service management
    Strategic management of service quality Service management
    Hospitality management Tourism management
    Strategic management of service quality Service management
    Service design Service management
    Public utilities management Service management
    Research of new firm’s models. CSR, sustainability and business ethics
    Social media Marketing
    Marketing
    Branding strategies Marketing
    Marketing
    Title Managers Sponsors Starting date Duration (months)
    Creating experiences in the hospitality industry Angelo Bonfanti Dec 5, 2016 24
    Investigating performing-arts organizations between customer education and performance quality Federico Brunetti Jun 30, 2016 36
    Investigating senior guests' needs at hotels Vania Vigolo, Angelo Bonfanti Jan 15, 2014 24
    Responding to guests’ online reviews Vania Vigolo Nov 13, 2015 24
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