Consumer Experience Management in B2B and B2C Segments

The master's thesis deals with the development of methods for assessing customer experience for companies operating in the B2B and B2C markets. The definition and improvement of customer experience is a priority in the analysis of the market because, experience gradually shifts quality from the position of the main source of competitive advantages. Customer experience management is becoming one of the highest priorities for research, both for scientists and for practitioners. This issue is especially important when analyzing the customer experience of companies operating in both B2B and B2C segments, where interaction with consumers has its own characteristics depending on the type of client. This research was conducted on the example of a company operating in B2B and B2C markets in the sale of gas and heating equipment. In this paper, the author examined various theoretical aspects of the conception of customer experience, custoner experience management and methods for its evaluation. A theoretical model for estimating customer experience for B2B and B2C segments was developed. A number of qualitative studies and one quantitative study were carried out, the results of which revealed peculiarities, problems and failures in the consumer experience of each segment, on the basis of which practical recommendations were proposed to improve the customer experience of the analyzed company.