MULTIPLE LAYERS OF MEANING IN THE CONCEPT OF CUSTOMER EXPERIENCE

摘要

Most people have multiple, daily opportunities to assume the role of a customer, in a variety of settings in person and online. The experience can often be wonderful, but that is not necessarily the norm. The idea of customer experience (CE) is one way to put a framework around the world of the customer, and how it intersects with the world of organizations, business, and otherwise. For greater understanding of the field, an excellent article to consult is "The Multilevel Nature of Customer Experience Research: An Integrative Review and Research Agenda," by Anne-Madeleine Kranzbiihler, Mirella H.P. Kleijnen, Robert E. Morgan, and Marije Teerling. Kranzbiihler and Kleijnen are both of VXJ University Amsterdam, in the Netherlands; Morgan is at Cardiff University in Wales, and Teerling is with the Eneco Group in Rotterdam, the Netherlands.