International Scientific Symposium on Customer Experience. The symposium was hosted by the University of Pannonia and organized by the Research Centre of the Faculty of Business and Economics. The scientific discussion was arranged in three modules, where a selected group of experts with different background has been invited to, as seen in the next pages.
The first discussion module started with the keynote speech of Véronique Cova (professor of Aix-Marseille University) on customer experience in service context. The participants argued on their idea about specific experience, wellbeing and mindfulness of the service buyers in the servicescape. Cocreation by the transaction roleplayers and thematization in the “experiencescape” have been specially analysed.
In the second module the participants reacted to the thoughts of professor Bernard Cova (KEDGE Business School, Marseille), the keynote speaker of the module. The discussion concentrated on the competence, the perceived risk, information asymmetry etc. in business-to-business situations. Special focus has been put on the time factor versus technological development, transactional versus relational episodes, planned network building and generally the b2b marketing activity before and after the economic crisis.
The third discussion module focussed on research questions of buying behaviour. The keynote speech was given by professor Ágnes Neulinger (Budapest Corvinus University). She presented the historical development of the consumer research and concluded with the dilemmas on how to go on with the methodology. An inspiring discussion developed on the technological innovations, on the social and structural changings and on the market research trend related to the consumer research and specially to the understanding of buying behaviour.
MODULE 1 – CUSTOMER EXPERIENCE IN B2C MARKETS
22nd May
| Participant | Affiliation | Background | |
| Keynote speech | Véronique Cova | Aix-Marseille University | Consumer behaviour |
| Moderator | Zoltán Veres | University of Pannonia | B2B marketing Consumer behaviour |
| Bernard Cova | KEDGE Business School | B2B marketing Consumer behaviour |
|
| Ágnes Búvár | Eötvös Loránd University | Consumer psychology | |
| Katalin Formádi | Budapest Business School | Sociology Market research | |
| Andrew Gross | Cleveland State University | B2B marketing | |
| Florina Pinzaru | SNSPA Bucharest | Marketing management | |
| Alexandra Zbuchea | SNSPA Bucharest | Marketing management | |
| József Hack-Handa | University of Pannonia | Sociology Market research | |
| Annamária Sasné Grósz | University of Pannonia | Cross-cultural marketing | |
| Fanny Liska | University of Pannonia | PhD student |
MODULE 2 – ORGANIZATIONAL MARKETS
23rd May
| Participant | Affiliation | Background | |
| Keynote speech | Bernard Cova | KEDGE Business School | B2B marketing Consumer behaviour |
| Moderator | Zoltán Veres | University of Pannonia | B2B marketing Consumer behaviour |
| Andrew Gross | Cleveland State University | B2B marketing | |
| Judit Simon | Budapest Corvinus University | B2B marketing Market research |
|
| Mihály Görög | University of Pannonia | Project management | |
| Katalin Varga-Toldi | University of Pannonia | B2B marketing | |
| Dirk-Jan Kamann | University of Pannonia | Supply Chain Management | |
| Florina Pinzaru | SNSPA Bucharest | Marketing management | |
| Véronique Cova | Aix-Marseille University | Consumer behaviour | |
| Alexandra Zbuchea | SNSPA Bucharest | Marketing management | |
| Fanny Liska | University of Pannonia | PhD student |
MODULE 3 – DILEMMAS ON BUYING BEHAVIOUR RESEARCH
23rd May
| Participant | Affiliation | Background | |
| Keynote speech | Ágnes Neulinger | Budapest Corvinus University | Consumer behaviour Market research |
| Moderator | Zoltán Veres | University of Pannonia | B2B marketing Consumer behaviour |
| Bernard Cova | KEDGE Business School | B2B marketing Consumer behaviour |
|
| Véronique Cova | Aix-Marseille University | Consumer behaviour |
|
| Orhidea Edith Kiss | Eötvös Loránd University | Consumer psychology | |
| Katalin Formádi | Budapest Business School | Sociology Market research |
|
| Andrew Gross | Cleveland State University | B2B marketing | |
| Florina Pinzaru | SNSPA Bucharest | Marketing management | |
| Alexandra Zbuchea | SNSPA Bucharest | Marketing management | |
| Otilia Dörnyei | University of Pannonia; Inspira Research Ltd. | Consumer behaviour Market research |
|
| Andrea Huszák | Agorama Ltd. | Qualitative research | |
| Fanny Liska | University of Pannonia | PhD student |
