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Marketing: Customer Experience

https://infoguides.rit.edu/prf.php?account_id=419

Customer Experience

If you are looking for articles, scholarly or practical, start with the ProQuest database. You can start right in searching but I recommend first watching the 12 minutes of the tutorial at https://youtu.be/5FxRoTkDDXQ  to see how that product works and for some advice from me on searching.  Note that the video starts on the Advanced Search page and the link to get to ProQuest pops you into Basic search. Just use the Advanced Toggle along the top menu closer to the left to get to Advanced Search. This video is also not showing ProQuest’s latest tweaks to their design but you will be able to apply what is shown.

All search products, including Google are designed and coded differently. I believe watching the tutorial will save you time in the long run when the product does not react like you might expect it to. It also covers how to order from Interlibrary Loan when the databases do not have the full text immediately available. We do not have immediate access to all the articles that you may discover so you will have to use ILL especially for newer academic research. It is a free service.

You can always check here to see which journals, magazines and periodicals we have immediate full text access to through our journal finder.  This link will come in handy because not all of our vendors play nice together in letting their products talk to each other. This is a direct link to the Journal of Marketing.

There are also tutorials from the vendor in the ProQuest description on the guide. I like ProQuest because it has academic and practical articles. It also looks into our other article databases to see if we have the full text. When we do not have full text but the article looks good use the Interlibrary Loan (ILL) tab on the guide to order a PDF copy. (ILL may take a few days or more to obtain an article and not everything can be obtained.) Create your ILL account here of you do not already have one https://ill.rit.edu/

Keep in mind that the articles may or may not use those exact words given to you in your assignment. You need to think of the ideas conceptually and practically to come up with synonyms for the concepts in the question. First just brainstorm on the different ways writers might represent those ideas and ways you have seen them play out in conversations, then as you find articles take note of the other words you see to add to your word list.

In business literature there is no standardization so you have to be open to the idea that the initial description of the topic has multiple ways to be described. Are they customers? Consumers? Is it experience or satisfaction or another term used to represent that? See what I mean? Here’s an example search in ProQuest searching in the abstract for “customer experience” or “consumer experience” https://ezproxy.rit.edu/login?url=https://search-proquest-com.ezproxy.rit.edu/search/1735350?accountid=108  

If using academic articles is new to you, the guide http://infoguides.rit.edu/business/articles  has a sample academic article and a sample practical article so you can see how they look different. How they look is one way to distinguish between the two. Other differences are academic articles are usually written by faculty at universities with terminal degrees, they have methodologies and literature reviews, no pictures but instead tables charts  or graphs.

Also keep in mind that you are researching two concepts and if you can find articles that discuss both that is great but more than likely you are reading across the two topics separately and drawing your own insights, analysis, and conclusions. If you are targeting a specific industry also be open to reading generally on the topic and apply that to the industry in addition to looking for articles that link topic an industry directly.

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