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dc.contributor.authorBolton, Ruth N.
dc.contributor.authorGustafsson, Anders
dc.contributor.authorTarasi, Crina
dc.contributor.authorWitell, Lars
dc.date.accessioned2022-10-25T12:43:17Z
dc.date.available2022-10-25T12:43:17Z
dc.date.created2021-04-06T10:48:29Z
dc.date.issued2021
dc.identifier.citationJournal of Global Scholars of Marketing Science, 2021, 31(3), 273-295,en_US
dc.identifier.issn2163-9167
dc.identifier.urihttps://hdl.handle.net/11250/3028211
dc.description.abstractThis paper studies how customers of a global firm evaluate their experiences within and across 44 countries. It focuses on customers’ emotional, cognitive, sensory and behavioral responses to the catalog experience. It develops a theory-based model of satisfaction with the catalog experience as a function of experiential attributes and control variables. A second model captures how each experiential attribute’s contribution to the customer experience is influenced by market and customer characteristics. The models were operationalized using survey data from 366,185 customers who used the firm’s catalog across different trade areas in 44 countries, yielding 571 equations that describe satisfaction with the customer experience. Consistent with theoretical work on context-dependent judgments, nine contingency factors explain significant and substantial amounts of variation (30% on average) in the elasticities of the 12 experiential attributes. East and West can appear similar when market characteristics are similar – or when they are different. Emotional, cognitive, sensory, and behavioral responses to the customer experience systematically differ due to economic, demographic, technological, cultural and consumer characteristics. East and West especially differ in terms of responses to emotional and sensory experiences. Customer experience management can help to shape a strategy that resolves strategy differences between East and West.en_US
dc.language.isoengen_US
dc.publisherTaylor and Francisen_US
dc.subjectCustomer experienceen_US
dc.subjectRetailingen_US
dc.subjectBranden_US
dc.titleHow customer experience management reconciles strategy differences between East and Westen_US
dc.typeJournal articleen_US
dc.typePeer revieweden_US
dc.description.versionacceptedVersionen_US
dc.rights.holderTaylor and Francisen_US
dc.source.pagenumber463-469en_US
dc.source.volume31en_US
dc.source.journalJournal of Global Scholars of Marketing Scienceen_US
dc.source.issue3en_US
dc.identifier.doi10.1080/21639159.2021.1921606
dc.identifier.cristin1902277
cristin.ispublishedfalse
cristin.fulltextpostprint


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