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Conceptualising customer experience in B2B services

Almoraish, Ahmed ORCID: https://orcid.org/0000-0002-4724-9204, Gounaris, Spiros and Wagner, Beverly 2017. Conceptualising customer experience in B2B services. Presented at: 11th Annual International Conference on Global Studies:, 18-21 December 2017. Atiner Conference Paper Series MKT2016-2223 Athens, Greece: Athens Institute for Education and Research,

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Abstract

Increasing attention has been paid to the customer experience by both scholars and marketing professionals. The need for measuring experience in business-to-business (b2b) services emerged from the importance of experience, which plays a key role in the development of relationships and therefore influences attitudes. Customer experience is considered the heart of service businesses. With the advent of the customer experience concept, many studies focus on the business-to-consumer (b2c) domain. Research on measuring experience in the b2b context remains sparse. The main purpose of this study is to conceptualise the customer experience construct and its drivers in the b2b context. The study contributes theoretically and conceptually to advancing the current knowledge of the literature by verifying different components of the construct of customer experience and relative drivers that create experiences. It will improve the understanding of experience through considering the effects of experience on attitudes and behavioral intentions, which has never been considered. It will provide a base for future research on professional services in b2b.

Item Type: Conference or Workshop Item (Paper)
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Publisher: Athens Institute for Education and Research
ISSN: 2241-2891
Last Modified: 11 Jun 2024 11:23
URI: https://orca.cardiff.ac.uk/id/eprint/164788

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