The research group studies customer experience in service firms and organizations, examining how it can be designed, managed, and evaluated throughout the different stages of the customer journey. Its research considers both the customer perspective—their needs, expectations, and evaluations—and that of organizations and service managers. It examines the role of product and service quality, physical and digital environments, interactions with staff and the use of technology. Particular attention is paid to integrating physical and digital channels and balancing human interaction with technological support.
The group also focuses on service quality and customer education as factors that shape the customer experience. It studies how the quality of products, services, and environments influences that experience, and how informing and guiding customers—thereby strengthening their knowledge and ability to evaluate the service—can affect their understanding and appreciation of the offering and its perceived value.
The studies also examine the relationships among customer experience, satisfaction, engagement, intention to return or reuse the service, and loyalty. In some contexts, they also consider well-being and customers’ connection to the place where the service is experienced.
The research focuses on a range of service contexts:
- tourism, hospitality and leisure, particularly restaurants, accommodation facilities and theme parks;
- retail and shopping;
- healthcare, particularly residential care organizations;
- banking;
- museums and cultural services, including services related to the enjoyment of cultural heritage.
The group maintains an ongoing dialogue with businesses to discuss the challenges service firms face in designing and managing customer experience. This exchange helps identify research topics that are relevant to organizations and interpret findings in light of the practical conditions in which services are designed and delivered.
The research follows a rigorous scientific approach and uses qualitative and quantitative methods selected according to the questions and objectives of each study. These may include interviews with managers and customers, surveys, case studies and literature reviews. Careful data collection and analysis enable the group to examine customer experience both from the perspective of those who use the service and from that of the organizations that design and manage it. The group promotes the quality and dissemination of its research through high-impact publications in Scopus- and Web of Science-indexed international journals, as well as participation in leading national and international conferences and seminars. These activities encourage dialogue with the research community and help strengthen the group’s international visibility and recognition, as well as the impact of its research.
The group aims to advance research on customer experience management and maximize its practical value for businesses. Its findings provide knowledge, interpretive frameworks, and managerial guidance to inform service design and management based on customer needs and the characteristics of different contexts. The goal is to help businesses create high-quality, valuable experiences and manage customer experience more effectively and thoughtfully.
