Customer experience is a key marketing concept, yet the growing number of studies focused
on this topic has led to considerable fragmentation and theoretical confusion. To move the …

Purpose The purpose of this paper is to review the literature on customer experience to
develop a better understanding of the concept and propose a research agenda …

Efforts to measure customer experiences (CX) in multifaceted, omnichannel, retail contexts
are crucial but lacking research guidance. Prior service quality literature has established …

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 …

Building a favorable sensory brand experience is crucial in services settings to strengthen
the competitive position of a brand and its equity. However, little empirical research exists in …

Drawing upon affordance theory, this study positions artificial intelligence (AI) as a
commercial service in examining its influence on customer engagement in the hotel context …

The study draws upon an existing conceptual model of customer engagement and examines
how customer and firm based factors are related to customer engagement with a focus on …

Artificial intelligence (AI) permeates in service organisations as a tool to enhance
operational efficiency and improve customer experience. Reports show that most consumers …

In this study, we highlight the need and develop a framework for customer engagement (CE)
by reviewing the marketing literature and analyzing popular press articles. By understanding …

We develop a framework to facilitate customer engagement in service (CES) based on the
service-dominant (SD) logic. A novel feature of this framework is its applicability and …