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 …

In a digital world, it is becoming increasingly important for marketing researchers and
practitioners to understand how consumers attribute humanlike characteristics and …

The last decade has seen the emergence of the sharing economy as well as the rise of a
diverse array of research on this topic both inside and outside the marketing discipline …

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 …

The integration of technology in business strategy increases the complexity of marketing
communications and urges the need for advanced marketing performance analytics. Rapid …

This study synthesizes the artificial intelligence literature into a Meta‐analytic framework
based on the theory of reasoned action and the unified theory of acceptance and use of …

Marketing practitioners and consultants have widely adopted the concept of customer
journeys for use in analyzing contemporary B2B customer behavior, but despite this …

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 …

Managing the customer experience has become a top priority for marketing managers and
researchers. Research on customer experience management (CEM) has traditionally …

Smart service systems–that is, configurations of smart products and service providers that
deliver smart services–are striving to increase the smartness of their offering, but potential …