Customer experience innovation

Savyata Pathak, Phool Kumari Tamang, Bir Bahadur Thapa & Usha Lama

Studenteropgave: Basisprojekt


This thesis analyzes the emerging concept of customer experience innovation as a competitive advantage for IKEA and other companies. As the importance of value creation through staging experiences was raised by Pine and Gilmore in 1999, the economic growth and the global market shifted from the consumption of the goods and services to the experience. Therefore, it became worthy to study on transforming functional activities into fun activities which is the different and new aspect of Customer Experience (CX) innovation as compared to the innovation through technology in a retail sector. For this purpose, this paper aims to explore the values added through CX innovation by a retailer giant named IKEA.
It is a qualitative research following an inductive approach. The primary data was collected through two focus groups with four respondents in each session and six interviews of IKEA customers through convenience and snowball sampling methods. Then, the thematic analysis was performed for the discussion to answer the research questions. The research finding reflects the insight that the customers have been satisfied with the values co-created through CX innovation such as the big store of different designs of the products with customer-friendly restaurant and child care services. As IKEA is popular on offering varieties of furniture and household appliances for affordable prices for everyone, the customers were able to obtain delightful shopping experiences. They believed that IKEA fulfills their needs and demands through CX innovation including attractive product and price factors, quality service, engagement platforms and so on. However, customers also suggested on improving the delivery services and uploading video of assembling the products rather than limiting the assembling steps in a booklet.
From the customers’ perspectives, this paper emphasizes on CX innovation to be implemented for gaining a competitive advantage in a dynamic market.
Key words: Experience, Customer experience innovation, qualitative research, focus groups, interviews, competitive advantage.

UddannelserErhvervsøkonomi, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato2 jan. 2020
Antal sider73
VejledereMatias Thuen Jørgensen


  • customer experience innovation