Journal ArticleDOI
Customer experience management: toward implementing an evolving marketing concept
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TLDR
In this article, the authors propose a higher-order resource of cultural mindsets toward customer experiences (CEs), strategic directions for designing CEs, and firm capabilities for continually renewing CEs with the goals of achieving and sustaining long-term customer loyalty.Abstract:
Although research continues to debate the future of the marketing concept, practitioners have taken the lead, appraising customer experience management (CEM) as one of the most promising marketing approaches in consumer industries. In research, however, the notion of CEM is not well understood, is fragmented across a variety of contexts, and is insufficiently demarcated from other marketing management concepts. By integrating field-based insights of 52 managers engaging in CEM with supplementary literature, this study provides an empirically and theoretically solid conceptualization. Specifically, it introduces CEM as a higher-order resource of cultural mindsets toward customer experiences (CEs), strategic directions for designing CEs, and firm capabilities for continually renewing CEs, with the goals of achieving and sustaining long-term customer loyalty. We disclose a typology of four distinct CEM patterns, with firm size and exchange continuity delineating the pertinent contingency factors of this generalized understanding. Finally, we discuss the findings in relation to recent theoretical research, proposing that CEM can comprehensively systemize and serve the implementation of an evolving marketing concept.read more
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Journal ArticleDOI
Understanding Customer Experience Throughout the Customer Journey
TL;DR: In this article, the authors aim to develop a stronger understanding of customer experience and the customer journey in this era of increasingly complex customer behavior by examining existing definitions and conceptualizations of customer experiences as a construct.
Journal ArticleDOI
S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM
TL;DR: An integrative, S-D logic–informed framework of CE is developed comprising three CE foundational processes, which are required (for customer resource integration), or conducive ( for customer knowledge sharing/learning) CE antecedents.
Journal ArticleDOI
“Service Encounter 2.0”: an investigation into the roles of technology, employees and customers
Bart Larivière,David E. Bowen,Tor W. Andreassen,Werner H. Kunz,Nancy J. Sirianni,Christopher A. Voss,Nancy V. Wünderlich,Arne De Keyser +7 more
TL;DR: In this paper, a conceptual framework that captures the essence of the Service Encounter 2.0 and provides a synthesis of the changing interdependent roles of technology, employees, and customers is presented.
Journal ArticleDOI
Customer experience challenges: bringing together digital, physical and social realms
Ruth N. Bolton,Janet R. McColl-Kennedy,Lilliemay Cheung,Andrew S. Gallan,Chiara Orsingher,Lars Witell,Lars Witell,Mohamed Zaki +7 more
TL;DR: In this article, the authors explore innovations in customer experience at the intersection of the digital, physical and social realms, and identify eight "dualities" or specific challenges connected with integrating digital and physical realms that challenge organizations to create superior customer experiences.
Journal ArticleDOI
Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications
Linda D. Hollebeek,Keith Macky +1 more
TL;DR: In this article, the authors conceptualize digital content marketing as the creation and dissemination of relevant, valuable brand-related content to current or prospective customers on digital platforms to develop their favorable brand engagement, trust, and relationships.
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