Characterizing customer experience management in business markets

Lars Witell*, Christian Kowalkowski, Helene Perks, Chris Raddats, Maria Schwabe, Ornella Benedettini, Jamie Burton

*Motsvarande författare för detta arbete

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

10 Citeringar (Scopus)


Managing the customer experience has become a top priority for marketing managers and researchers. Research on customer management experience (CEM) has traditionally adopted a customer’s viewpoint. Few studies have explicitly embraced an organizational perspective, and existing research focuses mainly on business-to-consumer settings. The present study espouses the utility of CEM in business-to-business (B2B) settings on the grounds that interactions in B2B contexts are also “experienced”. It explains how B2B firms can design and manage the customer experience to influence the customer at different touchpoints. The paper develops a comprehensive framework that characterizes CEM in B2B. The paper articulates key challenges for B2B CEM; relationship expectations (mismatches in customer relationships, siloed customer experiences); actor interaction issues (mismatches across the customer’s journey, lack of touchpoint control); and temporal challenges (dynamics of the customer experience). The paper draws out the theoretical implications and develops managerial implications for B2B firms.
Referentgranskad vetenskaplig tidskriftJournal of Business Research
StatusPublicerad - 04.12.2019
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift


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Styrkeområden och områden med hög potential (AoS och AoHP)

  • AoS: Konkurrensanalys och servicestrategi - Service och kundorienterad ledning

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