...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...

... 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 and Ladhari, 2023). The appeal of AR as a marketing tool is not limited...

... 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...

... 2022 Gamification Value co-creation Customer experience Digital platform B2B2C ecosystem Ensuring a positive interactive experience has become a key factor to ensure the success of products and services in increasingly competitive markets. Thus, understanding the creation of value...

...) as: […] the synergetic management of the numerous available channels and customer touchpoints, in such a way that the customer experience across channels and the performance over channels is optimized. This synergistic management is what differentiates an omnichannel strategy from multichannel management...

... Customer experience Firms’ digital disruptive performance This study builds upon the disruptive innovation theory. This study demonstrates that both technology- and organization-induced drivers serve as predictors of digital disruption. Digital disruption affects user experience and firms’ digital...