MBA Master’s Thesis - Analysis of the Impact of Customer Experience Management Among B2B Companies in the Construction Industry - Working Paper Series 2022-04

Sep 14, 2026

Uploaded by Levi

Customer experience management is examined in the B2B construction context, where firms face diverse stakeholders and value requirements. After mapping how customer expectations shift from B2C, the study reviews relevant research and conducts in-depth interviews with senior construction professionals to derive plausible CX strategies. Findings are organized around key themes, highlight a still traditional industry, identify communication gaps, and show limited awareness of CXM benefits. Recommendations include short- and long-term implementation approaches and a generic customer journey map.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages99

Reading Time4 h 9 min

AccessFree to download

1. Introduction

1.1 Research Background

1.2 Relevance to the Topic

1.3 Research Objective

1.4 Approach and Structure of the Thesis

2. Literature Review

2.1 Definition of Key Terms

2.2 Customer Experience Management (CXM)

2.3 Development of CXM over CRM

2.4 Customer Experience in B2C and B2B

2.5 Customer Experience Strategies

2.6 Customer Experience Frameworks

MBA Master’s Thesis Analysis of the Impact of Customer Experience Management Among B2B Companies in the Construction Industry Munich Business School Working Paper 2022-04 Sarim Mehtab Hasan, MBA Email: [Sarim.Hasan@munich-business-school.de](Sarim.Hasan@munich-business-school.de) Munich Business School Working Paper Series, ISSN 2367-3869 1 This master’s thesis was submitted to Munich Business School in August 2022 and supervised by MBS Prof. Dr. Alexander Suhm (Munich Business School) and Prof. Dr. Hans Jung (Munich Business School) . Abstract Today's customers have integrated digital technologies in their everyday lives and look for the overall value rather than the end-product. Business-to-consumer (B2C) companies identified this change of customer's needs and incorporated customer experience management (CXM) strategies into their business models and benefited from it. The topic ofCXM has been extensively researched in the B2C environment, however, in the business-to-business (B2B) environment it has just begun recently, and its relevance has been emphasized repeatedly because the new generation of workforce have set expectations of customer experience (CX) in the B2B context based on their experiences in the B2C environment. When it comes to the construction industry, an industry that comprises of multiple stakeholders with different roles and interests, the requirement of CX is even more vital. This study investigates CX in the B2B environment of the construction industry and identifies plausible CX strategies by conducting a review of available research and in-depth interviews with senior professionals from construction companies. The results were analysed based on key themes, which identified crucial aspects ofCX in the industry and validated CX strategies. A generic customer journey map was also drawn which facilitated in visualising the customer's journey to identify opportunities. The research indicates that the construction industry is still traditional, lacks effective communication and focuses on short-term returns, which doesn't align with customer's needs. Moreover, the industry has insufficient awareness of CXM and its benefits. The thesis was concluded with recommendations, and short-term and long-term implementation strategies based on the findings. I would like to express my deepest gratitude… To my supervisors, Alexander Suhm and Hans Jung for their invaluable patience, continuous guidance, and constructive feedback. I could not have undertaken this journey without their inputs To Michael Rüdiger, for his continuous support and suggestions for not only this thesis but also the entire MBA programme. Every conversation with him motivated me to go forward To Peter Fader, for completely changing my perspective towards customer centricity, which really formed the basis of my motivation for customer experience To all the participants of the interviews, for their valuable insights and experience without which this research would not have been possible To my colleagues and friends, for being part of this journey and allowing me to learn from their experiences. I truly appreciate the late-night feedback sessions and con stant exchange of text messages To my fiancé, for her patience and support during the entire duration of this study Table of Contents 1. Introduction....................................................................................................... 12 1.1 Research Background.............................................................................. 12 1.2 Relevance to the Topic ............................................................................ 12 1.3 Research Objective.................................................................................. 13 1.4 Approach and Structure of the Thesis ..................................................... 14 2. Literature Review ..............................................................

FAQs

What does the thesis investigate about customer experience in B2B construction?

It investigates customer experience in the B2B environment of the construction industry and identifies plausible CX strategies by reviewing research and interviewing senior professionals.

How were the findings derived in the thesis?

The results were analyzed based on key themes, and the study also drew a generic customer journey map to visualize the customer journey and identify opportunities.

What implementation guidance does the thesis provide?

It concludes with recommendations and specifies both short-term and long-term implementation strategies based on the findings.

Sep 14, 2026

Uploaded by Levi