... to limit attention to this lower-level goal as activities which trigger satisfaction can easily be copied by rivals. By comparison, instances of reducing customer sacrifice and delivering customer surprise are much less apparent. This illustrates that customer experience innovation among Thai businesses...

... and places the articles in context. Findings This viewpoint concentrates on how companies can move toward delighting their customers with experiences, using examples from Thailand where customer satisfaction is historically low. The key customer experience innovation strategy is for larger firms to co...