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Changes in consumer behaviour and the customer experience – Adopting a customer centric approach.

Abstract

This research project aims to investigate changes in consumer behaviour and customer expectations and explore the implications for businesses in adopting a customer-centric approach. The project will use Service-Dominant Logic theory, which suggests that customers actively participate in value creation through their interactions with firms. The research will use a mixed-methods approach, including in-depth interviews, focus groups, and surveys to gather data from both consumers and businesses. The findings will provide insights into emerging trends and shifts in consumer behaviour, as well as the benefits and challenges of adopting a customer-centric approach in businesses.

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