Research groups

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