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Keywords: CEM
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (3): 840–867.
Published: 19 October 2020
... experience management CEM CXM A top priority for businesses today is to enhance the customer experience (CX) – i.e. the customer’s sensorial, emotional, cognitive, behavioral and social responses to a firm’s offerings during the customer’s entire purchase journey (Homburg et al., 2017...
