How does engagement affect customer journeys and experience?

Jaakkola, Elina and Alexander, Matthew (2018) How does engagement affect customer journeys and experience? In: 10th SERVSIG Conference, 2018-06-14 - 2018-06-16, IESEG School of Management.

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    Abstract

    Customer experience (CE) is considered a key source of differentiation and competitive advantage for firms, resulting in considerable attention among academics and practitioners alike. Recent service and marketing literature suggest that understanding customer experiences requires consideration beyond individual encounters in firm-customer dyads