Customer Experience Research of HSE – NN Master Students

Over the course of twenty years, more and more information has appeared on the topic of consumer experience. The focus of researchers, companies and entrepreneurs is shifting from product brand to service-based relationship marketing. Consumer experience is the process of interaction between the organization and the client throughout their relationship, and customer experience management is the science of customers. The main goal of the study is to assess the level of loyalty of students and study their client experience during their studies at HSE-Nizhny Novgorod. In order to achieve the objective set out in the work, a number of objectives must be met: 1) Study the theoretical basis regarding the development of customer experience; 2) Identify areas and individual approaches in the area most relevant to the work; 3) Characterize the educational institution of the Higher School of Economics-Nizhny Novgorod; 4) Prepare material for the student survey; 5) Evaluate and analyze the results; 6) Make recommendations on working with problem areas. The survey was conducted among students of master's programs studying at the Higher School of Economics-Nizhny Novgorod from March to April 2021. Based on the results, recommendations were developed to increase the level of loyalty and improve the experience of master's students at the Higher School of Economics. It is also worth noting that four hypotheses were put forward as part of the work, which were confirmed as a result of the study.