Marketing Cluster Seminar: Professor Lars Witell
This article studies satisfaction with the customer experience in a specific market channel – after controlling for perceptions of the retail brand and previous consumption. Satisfaction with the customer experience is modeled as a function of the customer’s goals, emotions, touchpoint and experiential attributes. The model is operationalized with survey data from 2.5 million customers from 47 markets. Satisfaction equations are estimated for each combination of goal, touchpoint and market generating elasticity estimates for each predictor. The results show that customers magnify experiential attributes (e.g., attractive) that link to their focal goals (e.g., browsing) or emotions (e.g., excitement). However, even when customers have the same goal there are different experiential attributes that are important across market channels. The theoretical explanation is that people’s goals, emotions and touchpoints direct their attentional mechanisms toward congruent environmental cues. The talk is based on a working paper written together with Ruth Bolton, Crina Tarasi and Anders Gustafsson.
Lars Witell is a Professor at CTF, Service Research Center at Karlstad University, Sweden and holds a position as Professor of Marketing at Linköping University, Sweden. Lars is also a visiting Professor at Chalmers University of Technology in Gothenburg, Sweden and a part of the global research faculty at the Center for Services Leadership at Arizona State University, US.
Lars conducts research on service innovation, customer experience and service infusion. Since 2011, Lars is responsible for an 8-year research program on Service Innovation that is run in co-operation with companies such as IKEA, Ericsson and Volvo. He teaches service management and service innovation to Master students and has been involved in a MOOC on service innovation. Lars has published about 50 papers in scholarly journals such as Journal of Service Research, Industrial Marketing Management, Journal of Service Management, and Journal of Business Research, as well as in the popular press, such as the Wall Street Journal.