Delivering integrated and customised service experiences within a heterogeneous cultural organisation

Johnstone, Jane and Alexander, Matthew and Bryce, Derek (2018) Delivering integrated and customised service experiences within a heterogeneous cultural organisation. In: 10th SERVSIG Conference, 2018-06-14 - 2018-06-16, IESEG School of Management.

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    Abstract

    This investigation explores challenges in providing integrated and customised services across a heterogeneous cultural organisation. It contributes to contemporary research which increasingly looks at service experience in a number of contexts including public services (McColl-Kennedy, Janet R. Gustafsson et al., 2015), and emphasises the complexity of customer journeys (Lemon & Verhoef, 2016). This study also aligns with research that considers the heterogeneity of cultural consumption (Marschall, 2014; McCamley & Gilmore, 2017) and tourists’ experiences of intangible and tangible elements across a range of sites, some with connections of individual resonance (Poria & Ashworth, 2009; Poria, Butler, & Airey, 2004).