2022
DOI: 10.1108/josm-01-2022-0009
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Abstract: PurposeThis article proposes a new theoretical background against which to measure customer experience for omnichannel service deliveries and communications based on the concept of proximity. This represents a first step in developing a new measurement approach for omnichannel customer experience.Design/methodology/approachThe methodological approach is based on literature review and theory development. Various streams of literature are integrated on the basis of their interactionist nature (service logic, psy… Show more

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Cited by 2 publications
(1 citation statement)
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“…The third paper in this section (Dalla Pozza, 2022) broadens the perspective of how to communicate with customers through proximity (defined as a subjective experience representing the degree of closeness or remoteness an individual cocreates with stimuli in their environment), as the central service concept in an omnichannel system. The latter encompasses not only the distribution channels through which manufacturers' products reach the customer, but also the communication channels therein.…”
Section: New Types Of Services-customers Interactionsmentioning
confidence: 99%
“…The third paper in this section (Dalla Pozza, 2022) broadens the perspective of how to communicate with customers through proximity (defined as a subjective experience representing the degree of closeness or remoteness an individual cocreates with stimuli in their environment), as the central service concept in an omnichannel system. The latter encompasses not only the distribution channels through which manufacturers' products reach the customer, but also the communication channels therein.…”
Section: New Types Of Services-customers Interactionsmentioning
confidence: 99%