...Roberto Mora Cortez; Wesley J. Johnston Purpose This study aims to develop an integrative B2B customer journey (CJ) model and provide useful guidance for practitioners. Many researchers in B2B marketing have not separated from the business to consumer characterization of customer experience (CX...

... (AR) AR experience B2B experiences Stakeholder approach Customer experience Experiential value In recent years, the applications of augmented reality (AR), which consist in overlaying virtual elements onto reality, have increased significantly (Azuma et al., 2001 ; Massa...

... contextualize service design within contemporary and traditional service-related issues such as servitization innovation, customer experience, service-dominant logic, service ecosystems and digital transformation. Originality/value This research pinpoints the service design concept’s shortcomings...

... 20 12 2021 19 04 2022 26 05 2022 18 07 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Gamification Value co-creation Customer experience Digital platform B2B2C ecosystem According to Norman (2004) , one...

... Business-to-business Digitalization Customer experience Industrial purchasing Customer loyalty Omnichannel management Industrial buyer Loyalty Omnichannel management has been defined (Verhoef et al., 2015) as: […] the synergetic management of the numerous available channels...

... of intelligence and technology Culture of innovation Customer experience Firms’ digital disruptive performance Organizations must take a broad, holistic assessment of how new technologies will impact their internal and external operations. – David Brown, KPMG. Recent advances in cutting-edge...