Authors: Roberto Mora Cortez; Wesley Johnston
Customer Experience (CX) is one of the most novel concepts of marketing science. Its known genesis comes from applied publications in the late 1990s. Since then, researchers have been inspired and thus have developed studies mainly focused on the business-to-consumer (B2C) context. In business-to-business (B2B) research, however, there is no clear understanding of the term and its implications only three publications actually include B2B data in an industrial setting. Since the world is turning to experiences, there is a need of conceptual and practical clarifications therefore, we review the applied and academic literature of CX from the last twenty years. We introduce the three-layer B2B CX model in order to position a theoretical and pragmatic milestone. The interaction’s layers involves: B2B experience lifecycle map, expectations, and customer service. Finally, we discuss how B2B CX can be managed by practitioners and how researchers can improve theory building.
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Publish Year: 2018
Conference: Marseille, France (2018)