The study aims to summarise and classify the existing research and to better understand the
past, present, and the future state of the theory of customer experience. The main objectives …

This detailed literature review has considered a relatively large quantity (152 total) of
scholarly empirical publications, conference proceedings, books and popular market reports …

Abstract Business-to-business (B2B) customer interactions and customer journeys
increasingly occur in digital spaces, often aided with diverse digital and artificial intelligence …

In this study, the authors analyse the influence of specific combinations of online and
physical channels (webrooming and showrooming) on the customer experience …

For financial institutions mobile banking has represented a breakthrough in terms of remote
banking services. However, many customers remain uncertain due to its security. This study …

The omni-channel, as an emerging trend in retail, aims to coordinate processes and
technologies across supply and sales channels. The evolution of this concept is still nascent …

This paper examines the factors that influence competitive showrooming, whereby
consumers visit an offline retail store to gather information but make their purchase online at …

Smartphones are changing the way consumers shop, even in brick-and-mortar settings. This
study explores consumers' adoption of proximity mobile payment technology (pm-payment) …

The purpose of this paper is to examine the effectiveness of social media on the different
stages of consumers' cognitive stages through the Hierarchy of Effects (HOE) model for …

Through the proliferation of channels and ways to engage in these channels, customers
today have an unprecedented range of options to individualize their customer journey. This …