1. Home
  2. Vol 8, No 1 (2024)
  3. Abdul Razak

Visitor Experience Map and NFC-Based Scoring for Data-Driven Exhibition Enhancement

Siti Fatimah Abdul Razak, Jeslyn Pik Syuen Hee, Rashidah Ahmad, Sumendra Yogarayan, Noor Hisham Kamis, Md Shohel Sayeed

Abstract


In the current exhibition industry, it is crucial for organizers and exhibitors to comprehend and enhance visitor experiences. The objective of this study is to improve the exhibition setting by utilizing Near Field Communication (NFC) technology to capture, monitor, and analyze visitor behavior, engagement, and satisfaction. The main approach entails combining NFC technology with the Visitor Experience Map to fully understand the complexities of the visitor experience. NFC-enabled smartphones facilitate seamless interaction with the system, as users simply need to bring their smartphones close to NFC tags. This enables data collection and triggers the activation of a visitor scoring form for ratings and feedback. The study's findings indicate a mean system usability score of 81.4, which demonstrates successful implementation and great usability. This confirms the effective and easy-to-use nature of the strategy, guaranteeing that visitors can effortlessly provide their ratings and feedback. The originality and enhancement reside in the successful integration of NFC technology with the Visitor Experience Map, providing a strong and user-focused approach for organizers and exhibitors to enhance the exhibition experience. This study creates a favorable situation for both visitors and stakeholders, demonstrating the potential of technological advancements to greatly influence the exhibition industry.

 

Doi: 10.28991/ESJ-2024-08-01-015

Full Text: PDF


Keywords


Customer Journey Mapping; Near Field Communication; Exhibitions; NFC-tag; Customer Rating; Visitor Feedback.

References


Hradecky, D., Kennell, J., Cai, W., & Davidson, R. (2022). Organizational readiness to adopt artificial intelligence in the exhibition sector in Western Europe. International Journal of Information Management, 65. doi:10.1016/j.ijinfomgt.2022.102497.

Kim, Y., & Roh, T. (2022). Preparing an exhibition in the post-pandemic era: Evidence from an O2O-based exhibition of B2B firms. Technological Forecasting and Social Change, 185. doi:10.1016/j.techfore.2022.122041.

Vaníčková, R., & Szczepańska-Woszczyna, K. (2020). Innovation of business and marketing plan of growth strategy and competitive advantage in exhibition industry. Polish Journal of Management Studies, 21(2), 425–445. doi:10.17512/pjms.2020.21.2.30.

Chang, Y. W., Hsu, P. Y., & Yang, Q. M. (2018). Integration of online and offline channels: a view of O2O commerce. Internet Research, 28(4), 926–945. doi:10.1108/IntR-01-2017-0023.

Shen, C. wen, Min Chen, & Wang, C. chen. (2019). Analyzing the trend of O2O commerce by bilingual text mining on social media. Computers in Human Behavior, 101, 474–483. doi:10.1016/j.chb.2018.09.031.

Wong, J. W. C., & Lai, I. K. W. (2018). Evaluating value co-creation activities in exhibitions: An impact-asymmetry analysis. International Journal of Hospitality Management, 72, 118–131. doi:10.1016/j.ijhm.2018.01.011.

Li, X., Su, X., & Du, Y. (2021). The environmental sustainability of an exhibition in visitors’ eyes: Scale development and validation. Journal of Hospitality and Tourism Management, 46, 172–182. doi:10.1016/j.jhtm.2020.12.006.

Leister, W., Tjøstheim, I., Joryd, G., de Brisis, M., Lauritzsen, S., & Reisæter, S. (2017). An evaluation-driven design process for exhibitions. Multimodal Technologies and Interaction, 1(4), 25. doi:10.3390/mti1040025.

Ponsignon, F., Amiri-Aref, M., Lunardo, R., & Bouzdine-Chameeva, T. (2023). Assisting visitor path creation in experiential tourist attractions. Tourism Management Perspectives, 49. doi:10.1016/j.tmp.2023.101187.

Volo, S. (2021). The experience of emotion: Directions for tourism design. Annals of Tourism Research, 86, 103097. doi:10.1016/j.annals.2020.103097.

Vargo, S. L., Wieland, H., & O’Brien, M. (2023). Service-dominant logic as a unifying theoretical framework for the re-institutionalization of the marketing discipline. Journal of Business Research, 164. doi:10.1016/j.jbusres.2023.113965.

Qi, J. (Miracle), Wang, S., & Lindsey Hall, K. K. (2023). Bridging employee engagement and customer engagement in a service context. Journal of Business Research, 160. doi:10.1016/j.jbusres.2023.113803.

Pine, B. J. (2023). Exploring the future of the “Experience Economy.” Strategy and Leadership, 51(1), 31–34. doi:10.1108/SL-10-2022-0101.

Sheth, J. N., Jain, V., & Ambika, A. (2023). The growing importance of customer-centric support services for improving customer experience. Journal of Business Research, 164. doi:10.1016/j.jbusres.2023.113943.

Ahmad, R., Nawaz, M. R., Ishaq, M. I., Khan, M. M., & Ashraf, H. A. (2023). Social exchange theory: Systematic review and future directions. Frontiers in Psychology, 1015921, 1-13. doi:10.3389/fpsyg.2022.1015921.

Deng, L., Ye, Q., Xu, D. P., & Sun, F. (2023). The “holiday effect” in consumer satisfaction: Evidence from review ratings. Information and Management, 60(7), 103863. doi:10.1016/j.im.2023.103863.

Wang, N., & Xia, L. (2019). Human-exhibition interaction (HEI) in designing exhibitions: A systematic literature review. International Journal of Hospitality Management, 77, 292–302. doi:10.1016/j.ijhm.2018.07.009.

Zhang, W., Mai, X., Huang, S., & Ju, P. (2020). An Empirical Study on the Influence of Atypical Visitors’ Interactive Learning on Exhibition Brand Equity. IBusiness, 12(02), 33–51. doi:10.4236/ib.2020.122003.

Yu, J. E., & Lee, Y. (2022). The Factors of Exhibition Viewing Experience Using Visitors’ Reviews as Big Data. Archives of Design Research, 35(1), 313–329. doi:10.15187/adr.2022.02.35.1.313.

Liu, Y. (2020). Evaluating visitor experience of digital interpretation and presentation technologies at cultural heritage sites: a case study of the old town, Zuoying. Built Heritage, 4(1), 14. doi:10.1186/s43238-020-00016-4.

Tueanrat, Y., Papagiannidis, S., & Alamanos, E. (2021). Going on a journey: A review of the customer journey literature. Journal of Business Research, 125, 336–353. doi:10.1016/j.jbusres.2020.12.028.

Halim, M. A., Foozy, C. F. M., Rahmi, I., & Mustapha, A. (2018). A review of live survey application: Surveymonkey and surveygizmo. International Journal on Informatics Visualization, 2(4–2), 309–312. doi:10.30630/joiv.2.4-2.170.

Holmlund, M., Van Vaerenbergh, Y., Ciuchita, R., Ravald, A., Sarantopoulos, P., Ordenes, F. V., & Zaki, M. (2020). Customer experience management in the age of big data analytics: A strategic framework. Journal of Business Research, 116, 356–365. doi:10.1016/j.jbusres.2020.01.022.

De Angeli, D., Kelly, R. M., & O’Neill, E. (2020). Beyond Happy-or-Not: Using Emoji to Capture Visitors’ Emotional Experience. Curator, 63(2), 167–191. doi:10.1111/cura.12352.

Mourtzis, D., Vlachou, E., Zogopoulos, V., Gupta, R. K., Belkadi, F., Debbache, A., & Bernard, A. (2018). Customer feedback gathering and management tools for product-service system design. Procedia CIRP, 67, 577–582. doi:10.1016/j.procir.2017.12.264.

Menold, N. (2020). Rating-Scale Labeling in Online Surveys: An Experimental Comparison of Verbal and Numeric Rating Scales with Respect to Measurement Quality and Respondents’ Cognitive Processes. Sociological Methods and Research, 49(1), 79–107. doi:10.1177/0049124117729694.

Tunku Abdul Rahman, U., Mohammad, H., Afni Binti Halil, N., Mohaini Mohammad, H., Ez-zatul Hanani Binti Rosli, N., & Anak John, A. (2018). The Exhibition Structure and Its Impact towards Visitors’ Understanding at a Museum. Idealogy, 3(3), 41–53.

Chatterjee, S. (2019). Explaining customer ratings and recommendations by combining qualitative and quantitative user generated contents. Decision Support Systems, 119, 14–22. doi:10.1016/j.dss.2019.02.008.

Alsayed Abdulrahman, M. S., & Khder, M. A. (2022). Customers Real Reviews and Feedback Using Mobile Application. 2022 ASU International Conference in Emerging Technologies for Sustainability and Intelligent Systems, ICETSIS 2022, 470–476. doi:10.1109/ICETSIS55481.2022.9888865.

Scherr, S. A., Elberzhager, F., & Holl, K. (2017). An automated feedback-based approach to support mobile app development. Proceedings - 43rd Euromicro Conference on Software Engineering and Advanced Applications, SEAA 2017, 44–51. doi:10.1109/SEAA.2017.45.

Lee, J. Y., Kim, Y. H., & Yoon, Y. (2016). An NFC-based O2O service model in exhibition-space. ACM International Conference Proceeding Series, 17-19-August-2016. doi:10.1145/2971603.2971645.

3D Exhibits Inc. (2014). Use RFID/NFC to Increase Trade Show Booth Interactivity. 3D Exhibits, Inc. Available online: https://www.3dexhibits.com/tips-and-trends/use-rfid-nfc-to-increase-trade-show-booth-interactivity (accessed on May 2023).

Nenonen, S., Rasila, H., & Junnonen, J. M. (2008). Customer Journey – a method to investigate user experience. W111 Research Report Usability of Workplaces Phase 2, Schmitt 1999, 54–63.

Pokorni, B., & Constantinescu, C. (2021). Design and Configuration of Digital Assistance Systems in Manual Assembly of Variant-rich Products based on Customer Journey Mapping. Procedia CIRP, 104, 1777–1782. doi:10.1016/j.procir.2021.11.299.

Heuchert, M. (2019). Conceptual modeling meets customer journey mapping: Structuring a tool for service innovation. Proceedings - 21st IEEE Conference on Business Informatics, CBI 2019, 1, 531–540. doi:10.1109/CBI.2019.00068.

Rosenbaum, M. S., Otalora, M. L., & Ramírez, G. C. (2017). How to create a realistic customer journey map. Business Horizons, 60(1), 143–150. doi:10.1016/j.bushor.2016.09.010.

Mucz, D., & Gareau-Brennan, C. (2019). Evaluating Customer Experience through Customer Journey Mapping and Service Blueprinting at Edmonton Public Library: An Exploratory Study. Partnership: The Canadian Journal of Library and Information Practice and Research, 14(1), 1-28. doi:10.21083/partnership.v14i1.4743.

Lynch, S., & Barnes, L. (2020). Omnichannel fashion retailing: examining the customer decision-making journey. Journal of Fashion Marketing and Management, 24(3), 471–493. doi:10.1108/JFMM-09-2019-0192.

Rudkowski, J., Heney, C., Yu, H., Sedlezky, S., & Gunn, F. (2020). Here Today, Gone Tomorrow? Mapping and modeling the pop-up retail customer journey. Journal of Retailing and Consumer Services, 54, 101698. doi:10.1016/j.jretconser.2018.11.003.

Patti, C. H., van Dessel, M. M., & Hartley, S. W. (2020). Reimagining customer service through journey mapping and measurement. European Journal of Marketing, 54(10), 2387–2417. doi:10.1108/EJM-07-2019-0556.

Bilgin-Wührer, Z., & Wührer, G. A. (2020). The Hybrid Shopping Mile and Its Orbital Customer Journey Mapping. Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey, 133–152. doi:10.1108/978-1-80043-388-520201012.

Opresnik, M. O. (2021). Effective Social Media Marketing Through Customer Journey Mapping. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics): Vol. 12774 LNCS 461–469. doi:10.1007/978-3-030-77626-8_31.

Ozdenizci, B., Coskun, V., & Ok, K. (2015). NFC internal: An indoor navigation system. Sensors (Switzerland), 15(4), 7571–7595. doi:10.3390/s150407571.


Full Text: PDF

DOI: 10.28991/ESJ-2024-08-01-015

Refbacks

  • There are currently no refbacks.