Conceptualizing customer experience in multi-actor platforms
Dhrithi Mahadevan () and
G. Shainesh ()
Additional contact information
Dhrithi Mahadevan: Dept. of Marketing, S.P. Jain Institute of Management & Research (SPJIMR)
G. Shainesh: Indian Institute of Management Bangalore
AMS Review, 2024, vol. 14, issue 1, No 7, 83-103
Abstract:
Abstract Customer experience (CX) is a critical marketing concept, yet most CX research has focused on pipeline business settings. This paper presents a framework for CX in multi-actor platform settings. The study identifies key differences between multi-actor platforms and pipeline businesses based on extant literature. Using value cocreation as a theoretical lens, the study uses the key differentiating characteristics to identify the emerging drivers of CX for platform touchpoints. These include ecosystem integration capabilities, optimized matchmaking algorithms, robust digital and technological support systems, trust and reputation mechanisms, and prosumption opportunities. Further, the study identifies provider-specific drivers of CX as asset performance, skills and capabilities, interpersonal interaction capabilities, and ambiance. The findings suggest that CX is not only shaped through interactions between multiple actors but also by the capabilities of the system as a whole to facilitate value cocreation processes. The paper presents propositions to further our understanding of CX in such business settings.
Keywords: Customer experience; Value cocreation; Platform; Multi-actor setting; Triad (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:
Downloads: (external link)
http://link.springer.com/10.1007/s13162-023-00272-4 Abstract (text/html)
Access to the full text of the articles in this series is restricted.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:spr:amsrev:v:14:y:2024:i:1:d:10.1007_s13162-023-00272-4
Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/13162
DOI: 10.1007/s13162-023-00272-4
Access Statistics for this article
AMS Review is currently edited by Manjit S. Yadav
More articles in AMS Review from Springer, Academy of Marketing Science
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().