CUSTOMER EXPERIENCE THROUGH STRATEGIC SERVICE DELIVERY: A CONTEMPORARY ANALYSIS OF PERCEPTION AND PERFORMANCE DYNAMICS

Abstract

Experience and perception of customers during service delivery have become the decisive success factors of organizations in the modern business environment. The study is focused on the complex connection between the mechanisms of service delivery and customer perception and the impact of different touchpoints on the overall customer experience. The article explores the theoretical basis and practical applications of customer experience management in a variety of services using a thorough literature review of the latest works published in 2020-2025. The study indicates that the quality-of-service journeys, the inclusion of technologies, and human-focused strategies have a strong influence on customer perception and satisfaction. The main findings are that the organizations using holistic customer experience approaches have better performance results than those based on the traditional models of service delivery. The research adds to the existing body of literature by offering information on the changing relationship between customer and service providers and giving viable suggestions on how to improve the effectiveness of service delivery. The study is especially applicable to service managers, customer experience practitioners, and the companies that are interested in streamlining their service delivery models in a highly competitive market.