Authors: Sparsh Silhan, Assistant Professor Dr. Afsa Parveen
Abstract: Understanding customer experience and the customer journey is critical for firms. Customers now interact with firms through myriad touch points in multiple channels and media, and customer experiences are more social in nature. These changes require firms to integrate multiple business functions, and even external partners, in creating and delivering positive customer experiences. In this article, the authors aim to develop a stronger understanding of customer experience and the customer journey in this era of increasingly complex customer behavior. To achieve this goal, they examine existing definitions and conceptualizations of customer experience as a construct and provide a historical perspective of the roots of customer experience within marketing. Next, they attempt to bring together what is currently known about customer experience, customer journeys, and customer experience management. Finally, they identify critical areas for future research on this important topic. The study emphasizes that the increasing complexity of customer behavior has made it crucial for companies to prioritize and thoroughly understand customer experience. Customers engage with companies through a variety of channels and media, and these interactions are increasingly social, requiring companies to integrate various business functions and collaborate with external partners to ensure positive customer experiences. The authors explore the evolution of customer experience within marketing, tracing its origins and development. They analyze how customer experience has been defined and conceptualized, and they consolidate current knowledge on customer journeys and customer experience management. The article also identifies significant gaps in existing research, highlighting areas that require further investigation. The research underscores the importance of a holistic approach to customer experience, noting that it encompasses a customer's cognitive, emotional, behavioral, sensory, and social responses throughout their entire purchase journey. This comprehensive understanding enables businesses to design more effective marketing strategies, enhance customer satisfaction, and build long-term loyalty. The study concludes by proposing a future research agenda aimed at deepening the understanding of customer experience and its impact on business outcomes.
DOI: http://doi.org/
