customer experience fundamental premises and implications for research

Customer experience: fundamental premises and implications for research

Larissa Becker , E. Jaakkola

Jan 13, 2020

Influential Citations

Quality indicators

Journal of the Academy of Marketing Science

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This paper develops four fundamental premises of customer experience that reconcile contradictions in research and provide guidelines for future research, advancing the conceptual development of this key marketing concept..

Customer experience is a key marketing concept, yet the growing number of studies focused on this topic has led to considerable fragmentation and theoretical confusion. To move the field forward, this article develops a set of fundamental premises that reconcile contradictions in research on customer experience and provide integrative guideposts for future research. A systematic review of 136 articles identifies eight literature fields that address customer experience. The article then compares the phenomena and metatheoretical assumptions prevalent in each field to establish a dual classification of research traditions that study customer experience as responses to either (1) managerial stimuli or (2) consumption processes. By analyzing the compatibility of these research traditions through a metatheoretical lens, this investigation derives four fundamental premises of customer experience that are generalizable across settings and contexts. These premises advance the conceptual development of customer experience by defining its core conceptual domain and providing guidelines for further research.

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Customer experience: fundamental premises and implications for research

2020, Journal of the Academy of Marketing Science

Customer experience is a key marketing concept, yet the growing number of studies focused on this topic has led to considerable fragmentation and theoretical confusion. To move the field forward, this article develops a set of fundamental premises that reconcile contradictions in research on customer experience and provide integrative guideposts for future research. A systematic review of 136 articles identifies eight literature fields that address customer experience. The article then compares the phenomena and metatheoretical assumptions prevalent in each field to establish a dual classification of research traditions that study customer experience as responses to either (1) managerial stimuli or (2) consumption processes. By analyzing the compatibility of these research traditions through a metatheoretical lens, this investigation derives four fundamental premises of customer experience that are generalizable across settings and contexts. These premises advance the conceptual dev...

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This study explores the lived phenomenon of customer experience (CX) across the customer decision journey of two divergent segments of customers in a naturalistic environment. Specifically, the study focusses on understanding the similarities and differences with respect to—(a) dimensions of CX, (b) consequences of CX, (c) moderators of CX, and (d) situating CX in customer decision journey. The findings are in congruence with the various theories from cognitive psychology, environmental psychology, and economic geography. The findings contribute to existing research that is primarily focussed on conceptualizing and measuring CX by providing an in-depth analysis of its formation for these two customer segments. Managers can utilize the findings to identify these touchpoints that lead to relevant customer responses. In all, the propositions drawn from the study findings are assimilated in the theoretical framework that adds to the nascent research on CX and customer decision journey.

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Digital technologies are transforming human relations, interactions and experiences in the business landscape. Whilst a great potential of artificial intelligence (AI) in the service industries is predicted, the concrete influence of AI on customer experiences remains little understood. Drawing upon the service-dominant (SD) logic as a theoretical lens and a scenario technique approach, this study explores the impact of artificial intelligence as an operant resource on event experiences. The findings offer a conceptualisation of three distinct future scenarios for the year 2026 that map out a spectrum of experiences from value co-creation to value co-destruction of events. The paper makes a theoretical contribution in that it bridges marketing, technology and experience literature, and zooms in on AI as a non-human actor of future experience life ecosystems. A practical guideline for event planners is offered on how to implement AI across each touch point of the events ecosystem.

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Purpose – The purpose of this study is to identify the practices used by service providers to manage the customer service experience (CSE) across multiple phases of the customer journey in a business-to-business (B2B) setting. Design/methodology/approach –This study comprises an ethnography that investigates in real time, from a dyadic perspective, and the CSE management practices at two service providers operating in knowledgeintensive service industries over a period of eight months. Analytically, the study concentrates on critical events that occurred in phases of the customer journey that in someway alter CSE, thusmaking it necessary for service providers to act to keep their customers satisfied. Findings – The study uncovers four types of service provider practices that vary based on the mode of organization (ad hoc or regular) and the mode of engagement (reactive or proactive) and based on whether they restore or bolster CSE, including the recurrence of these practices in the ...

Journal of the Academy of Marketing Science

Moira K Clark

mirella kleijnen , Anne Kranzbuhler , Rob Morgan

Over the last three decades, customer experience (CE) has developed from a burgeoning concept to a widely recognized phenomenon in terms of both research and practice. To account for the complexity of consumption decisions, the CE literature encompasses both the rational information processing approach to consumer decision-making and the experiential approach, which includes emotions, feelings and sub-consciousness. The authors classify and examine CE research on two levels. Studies on static CE analyze experiences during touchpoints at one point in time, while studies on dynamic CE assess how experiences evolve over time. Furthermore, both static and dynamic CE research take place from two distinct theoretical perspectives: the organization and the consumer. As both theoretical perspectives essentially deal with the same phenomenon – the organizational perspective with the creation of CEs and the consumer perspective with the perception of customer experiences – there is potential for a productive symbio-sis between them. The authors propose that connecting insights from both perspectives can contribute to a better understanding of what constitutes a CE for consumers and how firms can effectively manage it. First, the authors discuss the development of CE and argue that it has evolved into a broad and fragmented 'umbrella construct'. Second, after distinguishing and defining static and dynamic CE, they systematically evaluate the state of knowledge in both the organizational and consumer perspectives. Finally, they develop an agenda for future research that integrates the consumer perspective into organizational CE research.

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Designing conceptual articles: four approaches

Moving the customer experience field forward : introducing the touchpoints, context, qualities (tcq) nomenclature, virtual and augmented reality: advancing research in consumer marketing, what affects usage satisfaction in mobile payments modelling user generated content to develop the "digital service usage satisfaction model"., three decades of customer value research: paradigmatic roots and future research avenues, evolving to a new dominant logic for marketing, the experiential aspects of consumption: consumer fantasies, feelings, and fun, service-dominant logic: continuing the evolution, sociological paradigms and organizational analysis, evaluating service encounters: the effects of physical surroundings and employee responses., related papers (5), trending questions (3).

Customer journey is utilized in marketing management by triggering customer responses to stimuli along the journey, ranging from ordinary to extraordinary, influenced by contextual norms and values.

The provided paper does not mention Lambert or provide any information about the customer experience concept by Lambert.

The paper identifies eight literature fields that address customer experience and classifies them into two research traditions: (1) managerial stimuli and (2) consumption processes.

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Customer experience is a key marketing concept, yet the growing number of studies focused on this topic has led to considerable fragmentation and theoretical confusion. To move the field forward, this article develops a set of fundamental premises that reconcile contradictions in research on customer experience and provide integrative guideposts for future research. A systematic review of 136 articles identifies eight literature fields that address customer experience. The article then compares the phenomena and metatheoretical assumptions prevalent in each field to establish a dual classification of research traditions that study customer experience as responses to either (1) managerial stimuli or (2) consumption processes. By analyzing the compatibility of these research traditions through a metatheoretical lens, this investigation derives four fundamental premises of customer experience that are generalizable across settings and contexts. These premises advance the conceptual development of customer experience by defining its core conceptual domain and providing guidelines for further research.

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• DOI: 10.1177/10946705221126590
• Corpus ID: 252302606

Customer Experience: Conceptualization, Measurement, and Application in Omnichannel Environments

• Markus Gahler , Jan F. Klein , Michael Paul
• Published in Journal of services research 14 September 2022

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