The Context of Experience

Understanding What Drives Customer Satisfaction

Our Partnership

Melissa Akaka at the University of Denver collaborated with researchers from the University of Hawai'i at Mānoa to deepen our understanding of markets by identifying social and cultural factors for managers to consider as they work to enhance customer experiences. The study took a wide-ranging view of service ecosystems as it clarified the frameworks that drive customer experiences.

About Our Research

We leverage cross-institutional collaboration to address some of today’s most pressing challenges, producing interdisciplinary solutions that influence policymakers to effectively serve the public good. From Stanford to UChicago to NYU, we’ve refined our collaborative process through years of mutually beneficial relationships with institutions nationwide to understand and address challenges like climate change, HIV and youth homelessness.

DU’s current research efforts have been featured in news outlets like The New York Times. They include…

  • exploring the effects of felony disenfranchisement.
  • employing lasers as the medium for quantum science.
  • using theatre to heal and rehabilitate inmates.

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About the Project

For this project, the researchers focused on the evolving nature of the service-dominant logic (SD) that has informed the science around the service industry. As culture and society advance, the notions that shape customer service systems change as well.

The study sought to illuminate potential areas of innovation within customer service, offering opportunities for new research directions and technologies or systems that could help managers provide better experiences for customers. 

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Melissa Archpru Akaka

Melissa Archpru Akaka is an associate professor in the Marketing Department at the Daniels College of Business within the University of Denver. Her research has been recognized as "highly cited" by Thompson and Reuters. With a focus on marketing research, customer experience design, and collaborative innovation, her scholarship has appeared in publications such as the Journal of Service Research, Journal of International Marketing and Industrial Marketing Management.