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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Valeriya Borisevich
Customer experience management
Faculty of Management
Bachelor’s programme
7
2014
The research is made in order to investigate the questions concerning customer experience as the way to make competitive advantage in the market of services and to bring added value to the customers.The relevance and the practical significance of this research lies in the growing interest of the scientific community to the theme of the customer experience management. The relevance of this research within the considered sphere of Internet recruiting is based on the increased number of Internet users in Russia (changed by 24.27%) and the increasing popularity of Internet recruitment compared with traditional methods of the job search.The purpose of this study is to investigate the perception of the customer experience from the clients’ and managers’ perspective and is to identify the gaps between consumers’ expectations and their real experience with the company in specific touch points. Within that goal stated the following tasks were accomplished:¾ theoretical aspects and methods of customer experience management were studied;¾ data about expected and actual customer experience in the sphere of Internet recruiting were collected;¾ through the touch points identified customer corridor was defined;¾ the gaps between perceptions of the customer experience from the client's and manager’s perspective were discovered.The object of the study presented is the perception of the customer experience itself from the clients’ and managers’ perspective. The subject of this study is the spectrum all kinds of of relationships between companies and their customers arising in the customer experience management.The basic hypothesis of this study is the existence of gaps in the clients’ and managers’ perception of the customer experience on the market of Internet recruitment.The general research methods used in the research are:1. Desk Research. The analysis of the secondary data related to customer experience management. The works and publications of the following authors and researchers became the theoretical base for this study: M. Holbrook and E.Hirshman, J. Pine and J. Gilmore, S. and L. Carbone Haekel and B. Schmitt. 2. Empirical research. Held by using the method of in-depth interviews with the clients of Internet recruitment companies and their managers.As a result of the research the hypothesis stated was confirmed. All the possible touch points were detected with help of the in-depth interviews conducted with both clients and managers. Based on the touch pints identified the customer corridor was formed. Thus, gap analysis allowed discover some gaps in customer experience perception in such touch points as quality of the vacancies placed on the web site and in the post-purchase touch point represented in e-mail sending.

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