...Ons Baati; Nadia Sfar; Mariem Sboui Purpose Drawing on the technology acceptance model (TAM), this article aims to examine the effect of familiarity with telecommunication chatbot on initial trust and customer experience among Gen Z. Design/methodology/approach The study is based on online...

...Alshymaa Elmashad; Mostafa Mahmoud El-Gayar; Mahmoud Abdelaziz Ahmed Abdelaziz Purpose This study aims to investigate the direct effects of key chatbot characteristics – perceived usability, interactivity, perceived intelligence and anthropomorphism – on customer experience and customer immunity...

...Muhammad Farrukh Abid; Sara Quach; Amjad Shamim; Park Thaichon; Junaid Siddique Purpose This study conceptualizes key moments within the customer journey—innovation, truth, meaning and experience—and examines how these moments contribute to customer experience (CX) of co-creation and/or co...

...Fernando Navarro-Lucena; Rafael Anaya-Sánchez; Sebastian Molinillo Purpose The aim of this study is to understand how the dimensions of esports streaming viewers’ customer experience influence their intentions to buy brands produced by sponsors, both directly and through the mediating effect...

...Manit Mishra Purpose This study consolidates the current state of knowledge in customer experience (CX) research by examining literature published over last 20 years (2003–2022). The purpose is to create a holistic snapshot through synthesis of extant CX research; and thereafter, leverage...

...Linda D. Hollebeek; Marko Sarstedt; Choukri Menidjel; Sigitas Urbonavicius; Vytautas Dikcius Purpose Prior research has proposed a number of scales measuring the customer experience (CX), which tend to conceptualize and operationalize CX differently, raising potential confusion among researchers...

... Findings reveal that gamification, through the customer experience components (cognitive, hedonic, pragmatic and social elements), leads to customer engagement, resulting in word-of-mouth and loyalty. However, privacy concerns play a destructive role in this process, deteriorating customer–firm...

... functional value (FV), emotional value (EV) and social value (SV), by embedding the direct and moderating influence of customer experience (CX) on brand evangelism in the luxury hotel sector. Design/methodology/approach This study recruited 405 regular travelers to participate in an online survey...

...Anubhav A. Mishra; Megha Verma Purpose This research paper explores customer experience (CX) among low-literate customers in organized retail environments. It integrates theories from customer literacy, CX and patronage literature to understand CX comprehensively. Design/methodology/approach...

...Prashant Kumar; Linda D. Hollebeek; Arpan Kumar Kar; Jana Kukk Purpose Contemporary firms are increasingly focusing on enhancing the customer experience (CX) to gain a sustainable competitive advantage. However, despite the rapid growth of CX research from both the customer's and the firm's...

... and findings. The further section will discuss future research directions followed by conclusion. Consumer behaviour Literature review Retailing Value Experiential value Customer experience The changing socioeconomic environment has brought transformation in the spending patterns of customers...