1. POSTGRADUATE DIPLOMA IN BUSINESS APMG 8119: DIGITAL ENTERPRISE 2014 Assignment1: Customer Experience Kouujairthong Insiri ID: 1430674 >>APMG 8119: DIGITAL ENTERPRISE

2. STA Travel: CUSTOMER EXPERIENCE MODEL ANALYSIS “Inspiring young people to travel from our affordable and attainable price is the core purpose of our business” Business background: Global flight ticket agency Over 30 years operation Founder: Diethelm Keller Ltd a Swiss, 4 th generation private trading company 3000 staff who can speak over 60 languages Awarded: top Australasia’s leading travel agency (2007, 2009, 2010) Target at young people and students >>APMG 8119: DIGITAL ENTERPRISE

3. Customer experience map of STA Travel >>APMG 8119: DIGITAL ENTERPRISE

4. Customer experience >>APMG 8119: DIGITAL ENTERPRISE Antecedent: Worry about price & information Price sensitivities: low price ads to magnify customers Various content: air tickets, hotels, tour packages Search engine bar for personal search Consequences: Flow Unconsciousness value

5. Consumer behavior: Goal directed: Enjoy Excite Fulfill the need Experiential behavior: Participative New perspective Beneficial -> value -> return to the site >>APMG 8119: DIGITAL ENTERPRISE

6. Consumer real virtual experience: Interview 1: IT consultant Search for holiday ticket from Google Interview 2: School staff Look around from retail first Look for air ticket, accommodation… Interview 3: Business service area Heard about STA from a friend One stop service need >>APMG 8119: DIGITAL ENTERPRISE

7. Key findings: Theoretical implications: Best price offer: customer prioritizes on prize Confidential: security process, “https” Convenience: time saving, easy and enjoyable Managerial implications: Adapt to less skill computing group Beware of bombarding information Human = socialize Always create value, unique product & service The richest social networking channels >>APMG 8119: DIGITAL ENTERPRISE

8. Reference Alba, J., & Lynch, J. (1997). Interactive home shopping: Consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. Journal of Marketing, 61(3), 38-53. Berners-Lee, T. (1997). World-wide computer. Communications of the ACM, 40(2), 57-58. Byoungho, J., & Jin Yong, P. (2006). The moderating effect of online purchase experience on the evaluation of online store attributes and the subsequent impact on market response outcomes. Advances in Consumer Research, 33(1), 203-211. Davis, R., Buchanan-Oliver, M., & Brodie, R. (1999). Relationship marketing in electronic commerce environments. Journal of Information Technology (Routledge, Ltd.), 14(4), 319-331. doi: 10.1080/026839699344449 Funk, T. (2013). Advanced social media marketing: How to lead, launch, and manage a successful social media program. New York: NY: Paul Manning. Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50. Nan, N., & Wan, F. (2011). Web user' optimal online experience: An examination of matching hypothesis. Rayport, J. F., & Sviokla, J. J. (1994). Managing in the marketspace. Harvard Business Review, 72(6), 141-150. Sharma, M., & Chaubey, D. S. (2014). An empirical study of customer experience and its relationship with customer satisfaction towards the services of banking sector. Journal of Marketing & Communication, 9(3), 18-27. >>APMG 8119: DIGITAL ENTERPRISE