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Keywords: Moments
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2026) 44 (1): 96–120.
Published: 03 June 2025
...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...
Includes: Supplementary data
