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Ikea Portugal field lab on customer experience - assessing the influence of customer experience on sales performance and introducing targeted customer experience enhancement strategies, considering the factor of age
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Resumo(s)
This thesis aims to offer practical and strategic guidance for IKEA Portugal's commitment to
delivering an exceptional customer experience (CX). A review of CX and customer satisfaction
(CS) literature and its empirically tested correlation with a company’s sales performance is
provided. The quantitative analysis of IKEA’s Happy Customer Score and sales data reveals
no significant relationship but yields valuable insights for subsequent analyses. For CX
evaluation and enhancement within IKEA Portugal, particularly the Services module, a
qualitative analysis of IKEA data and expert interviews is conducted. Targeted strategic
enhancement measures are proposed to improve identified pain points.
Descrição
Palavras-chave
Customer experience Customer satisfaction Sales performance Innovation Consumer behavior Customer journey Age