Customer journey has become an increasingly important concept to understand complex
customer behaviours and get insights into their experiences. While the term has been used …

Storytelling can arouse consumers' emotions and affect purchasing behavior through
desires and attitudes. While the marketing literature discusses storytelling, there is a lack of …

Suomella on edessään historiallisen suuri haaste. Kuinka käännetään eilisen menestyksen
taannut tuotantolähtöinen ajattelu siihen, millä tänään kilpaillaan: asiakaskokemukseen ja …

In response to initial voices that put the customer experience (management)(CX (M))
movement into question, this article aims to introduce a formal nomenclature to push the CX …

In light of the complex customer behaviour and customer journeys in omnichannel retailing,
this study aims to investigate customer co-creation behaviour, customer response and …

Content analysis is a viable way to thematise consumer experiences. The purpose of this
review study is to examine the use of content analysis in consumer research (1977–2017) …

Purpose This editorial introduces a special issue of the Journal of Services Marketing,
dedicated to papers discussing the effect of the physical context on customer experience …

Almost all existing customer experience research has been based on the stimulus‐organism‐
response (S‐O‐R) paradigm or the interaction‐based perspective, and very few on the …

Purpose Previous research on salesperson-customer proximity has yielded mixed results,
with some studies documenting positive proximity effects on shopping responses and others …

Purpose This paper aims to define and frame the understanding of customer journeys,
associated areas of consumer decision-making process stages and touch point categories …