Impact of Social Environment and Interpersonal Influences in Changing Customer Experience: The Role of Situational and Customer Moderators in Changing Saudi Consumers' Health Consciousness

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Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

Declaration

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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Abstract

In the ever changing business climate, the service sector has become a major focus of attention. One key aspect of this competitive environment is the effort of many businesses to differentiate them by creating unique customer experiences that accompany their products and services. The challenge to creating memorable consumer experiences is the proper identification of specific characteristics that influence experiences and gaining better understanding of how these impact consumers perceived values. This study is concerned with the undertaking of extensive research on the subject of social, environmental and interpersonal influences on the customer experiences. The topic further aims to consider the Saudi consumers and research the role of social and customer moderators which impact the health consciousness of the Saudi consumers.

Table of Contents

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background1

Aims and Objectives4

Research Question4

Layout of the Report5

Learning Process6

CHAPTER 2: LITERATURE REVIEW8

Conceptual Framework8

Customer Experience9

Social Environment14

Interpersonal Influences18

Situation Moderators21

Customer Moderators22

APPENDIX24

CHAPTER 1: INTRODUCTION

The aspect of customer experience and services is gaining increasing concentration in modern literature. As a concept, customer experience attempts to ascertain how consumers perceive the elements of a firm's offer and how the firm can control these perceptions for its promotion. From this viewpoint, the customer experience refers to 'that point of contact at which the consumer interacts with the product, service or the business (Tsiros &Parasuraman, 2006). Comparatively, studies seeking to explain the impact of social environment and interpersonal influences on altering customer experience while taking into account the effect of moderator specific to customer or a situation are scarce. Majority of studies conducted on customer experience have focussed on the individual's aspects of customer experience (Wangenheim, 2005).

This study discussed the concept of the Saudi customers' experiences and behaviours which are determined by the social, environmental and interpersonal influences. The extensive literature researched in this dissertation discusses the impacts that the society and environment has on the attitudes of customers in Saudi Arabia.

Background

The social environment refers to the influences which include family, consumer behavior, social factors, friends, statuses and social roles. The behaviour of a person or an individual is influenced by many social groups. The refrence groups are those groups which have a direct, A persons reference group are those groups that have a direct (face to face) or indirect influence on the person's attitudes or behavior. Group having a direct influence on a person are called membership group. These are group to which the person belongs and interacts. Some are primary ...