Original title: Customer experience: fundamental premises and implications for research
Researchers have studied customer experience from many angles, leaving the field fragmented. This article reviews 136 papers across eight areas. It groups the research into two traditions: one studies customers’ responses to things companies do, and the other studies the process of consuming. The authors compare the assumptions behind these traditions and derive four premises meant to guide research across settings.
Imagine several people describing what makes a meal memorable. Some focus on the restaurant’s choices, such as the menu or service; others focus on the diner’s whole experience of eating. The accounts can clash if they treat different things as the main event. In this paper, those two ways of describing a meal map to research on company actions and research on the customer’s consumption process; the authors set out shared ground rules for studying both.
Researchers use “customer experience” in different ways, which can make findings hard to compare. This article offers shared premises to help marketing researchers define the concept more clearly and guide future studies.
The abstract presents a conceptual review and framework. It does not report tests of the four premises with customers, show how using them changes business outcomes, or specify how well they apply in particular settings.
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Customer experience: fundamental premises and implications for research — Larissa Becker, Elina Jaakkola — Journal of the Academy of Marketing Science — doi:10.1007/s11747-019-00718-x
Abstract licence: CC BY
Explanation generated by Synthesis from the abstract — it is not the original paper.