Unlocking Service Provider Excellence: Expanding the Touchpoints, Context, Qualities Framework
通过整合ARC价值创造元素和客户体验的多维特征，扩展了触点、情境、质量（TCQ）框架，并用动态隐马尔可夫模型分析文本评论数据，识别出三种客户体验绩效状态及其迁移路径，为管理者提供动态管理客户体验绩效的实用指导。
Customer reviews offer scope for better understanding the customer experience (CX), which may be leveraged to improve firms' CX performance. We extend the Touchpoints, Context, Qualities (TCQ) nomenclature by integrating it with the ARC value-creation elements and the multiple dimensions of CX. Our extended TCQ framework comprises nine building blocks to delineate dynamic what we term CX performance trajectories. We test our framework by collecting verbatim text-based reviews, and transforming them into two robust data sets (weekly, and monthly), which we examine using a dynamic Hidden Markov Model. We identify three levels of CX performance states and the migrations paths between them. We find that the building blocks coherently express mechanisms that are effective at the weekly and monthly levels for helping firms improve, and prevent deterioration of, CX performance. This research enriches the CX and TCQ literature. In particular, we derive actionable guidance for managers to facilitate the dynamic management of their firm’s CX performance.