The customer experience ecosystem in two cultural contexts

Mojtaba Barari () and Olivier Furrer ()
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Mojtaba Barari: Griffith University
Olivier Furrer: University of Fribourg

Journal of Financial Services Marketing, 2018, vol. 23, issue 3, No 10, 234-243

Abstract: Abstract This study focuses on the development of a customer experience ecosystem during a journey which is embedded in meso- and macro-layers. Using the critical incident technique, the author collected in-depth interview data from bank customers in Switzerland and Iran to empirically study this ecosystem, including customer–company interaction in the micro-layer and social context of the meso-layer. Moreover, in a macro-layer analysis, the Hofstede cultural dimension was employed to show the role of cultural context in this ecosystem. The findings indicate that customer experience in the pre-encounter stage is mostly shaped by customer past experience and social context rather than company touchpoint. The importance of these factors is different in the two cultural contexts. Although customer experience in the encounter stage is mainly the result of customer and company interactions, other people have a role in this stage and cultural differences between the two countries largely explain these differences. Moreover, in the post-encounter stage, customers in different cultural contexts use various factors to evaluate their experiences and the effects on their emotional and behavioral responses. The findings provide key managerial implications for national and international companies with respect to the role of multiple layers in customer experience management.

Keywords: Customer experience; Customer experience ecosystem; Service ecosystem; Customer journey; Cultural difference; Critical incident technique (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (7)

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DOI: 10.1057/s41264-018-0053-x

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