A1 Vertaisarvioitu alkuperäisartikkeli tieteellisessä lehdessä
Customer experience management in B2B markets : CXM value propositions and archetypical CXM strategies
Tekijät: Wirtz, Jochen; Kowalkowski, Christian; Jaakkola, Elina; Holmlund, Maria; Ulaga, Wolfgang; Ahmed, Tanvir
Kustantaja: Elsevier
Kustannuspaikka: NEW YORK
Julkaisuvuosi: 2025
Journal: Journal of Business Research
Tietokannassa oleva lehden nimi: Journal of Business Research
Lehden akronyymi: J BUS RES
Artikkelin numero: 115165
Vuosikerta: 189
Sivujen määrä: 16
ISSN: 0148-2963
eISSN: 1873-7978
DOI: https://doi.org/10.1016/j.jbusres.2024.115165
Verkko-osoite: https://doi.org/10.1016/j.jbusres.2024.115165
Rinnakkaistallenteen osoite: https://research.utu.fi/converis/portal/detail/Publication/485047188
The business-to-business (B2B) customer experience (CX) literature tends to promote a one-size-fits-all approach, advocating the undifferentiated goal of exceptional CX with the view that 'more is better' in CX management (CXM). In contrast, we identify three universal customer goal categories and their associated CXM value propositions that underpin both collective and individual experiences. These categories are: (1) Relieving CX to promote organizational efficiency and individual convenience; (2) Enabling CX to facilitate organizational differentiation and individual empowerment; and (3) Enriching CX to foster organizational association and individual relationships. We also contend that firms may adopt different strategic approaches to CXM depending on their customers' goals and related value propositions. Specifically, we introduce four archetypical CXM strategies that differ in impact and scope: CXM Champion, Cherry Picker, Minimalist, and Fashionista. Finally, we propose a research agenda on CXM strategy drivers and contextual factors. For practitioners, we offer a four-step CXM strategy guide.
Ladattava julkaisu This is an electronic reprint of the original article. |  |
