GraphEx: visualizing and managing customer experience in its multidimensionality
Yasin Sahhar,
Raymond Loohuis,
Jörg Henseler
Abstract:PurposeCustomer experience has become a vital premise in service theory and practice. Despite researchers' and managers' growing interest, the customer experience remains a complex and multidimensional concept that is challenging for service providers to understand. This study aims to graph the experience in its multidimensionality by categorizing and proposing matching practices for service marketing managers to channel and foster customer experiences in customer journeys.Design/methodology/approachTo support… Show more
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