The advent of customer experiential knowledge management approach (CEKM): The integration of offline & online experiential knowledge

摘要

This paper builds a conceptual reflection leading to the proposition of the customer experiential knowledge management (CEKM) approach. The challenge, here, is how to connect the customer knowledge management to the customer lived service experience. Hence, a conceptual analysis ascertains that the customer knowledge, as retrieved from his lived experience, plays a key role in the implementation of an experiential innovation.In this regard, the customer experiential knowledge is drawn from the lived service experience in situ, both online and offline.The customer experiential knowledge is redefined by integrating the experience lived and shared online. Then, a strategic model of CEKM, that integrates the customer experience processed through the knowledge management, is proposed.Research gaps are highlighted through a critical review of the literature in order to defend CEKM approach and give way to the proposition of practical implications in terms of competencies and research questions.