Customer experience orientation: Conceptual model, propositions, and research directions
Farah Arkadan,
Emma K. Macdonald,
Hugh N. Wilson
Abstract:Many firms are adopting customer experience management as a route to differentiation, but experience management in practice has only begun to be explored. Using a strategic orientation lens and a theories-in-use approach, a multiple-case study reveals the presence of a “customer experience orientation” (CXO) exhibiting six values and related behavioral norms. Three of these values—journey motivation, continual experience optimization, and experience empowerment—shape experience-based organizational learning th… Show more
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