PENGALAMAN LAYANAN TERHADAP KEUNGGULAN DAYA SAING: KAJIAN LITERATUR
Universitas Bina Nusantara
Indonesia
Abstract
Tujuan dari penelitian ini berkontribusi untuk mengeksplorasi pemahaman yang holistik tentang pengalaman layanan terhadap keunggulan daya saing. Penelitian ini menggunakan desain penelitian kualitatif melalui teknik penelitian kepustakaan. Penelitian menyajikan berbagai jurnal publikasi internasional bereputasi dibidang pemasaran dari tahun 2016 hingga 2023 dengan menggunakan pendekatan literature review. Temuan penelitian menyoroti bahwa terdapat tiga karakterisasi pengalaman layanan yang mampu memperkuat tatanan rantai layanan. Penelitian ini memberikan literatur lengkap mengenai pengalaman layanan yang mampu mempertajam design dan karakter layanan serta implikasinya terhadap keunggulan daya saing.
Keywords
References
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