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Characterizing customer experience management in business markets
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013). Linköping University.ORCID iD: 0000-0002-6589-8662
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013). Hanken School of Economics, Helsinki, Finland.
University of Nottingham, UK.
University of Liverpool, UK.
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2019 (English)In: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978Article in journal (Refereed) In press
Abstract [en]

Managing the customer experience has become a top priority for marketing managers and researchers. Research on customer experience management (CEM) has traditionally adopted a customer's viewpoint. Few studies have explicitly embraced an organizational perspective, and existing research focuses mainly on business-to-consumer settings. The present study espouses the utility of CEM in business-to-business (B2B) settings on the grounds that interactions in B2B contexts are also “experienced”. It explains how B2B firms can design and manage the customer experience to influence the customer at different touchpoints. The paper develops a comprehensive framework that characterizes CEM in B2B. The paper articulates key challenges for B2B CEM; relationship expectations (mismatches in customer relationships, siloed customer experiences); actor interaction issues (mismatches across the customer's journey, lack of touchpoint control); and temporal challenges (dynamics of the customer experience). The paper draws out the theoretical implications and develops managerial implications for B2B firms.

Place, publisher, year, edition, pages
Elsevier, 2019.
Keywords [en]
B2B, Customer experience management, Customer journey, Market strategy, Touchpoint
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-76612DOI: 10.1016/j.jbusres.2019.08.050Scopus ID: 2-s2.0-85076597981OAI: oai:DiVA.org:kau-76612DiVA, id: diva2:1389974
Available from: 2020-01-30 Created: 2020-01-30 Last updated: 2020-02-07

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Witell, LarsKowalkowski, Christian

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • Other style
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  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
  • html
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  • asciidoc
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