Table 1 Dyadic and systemic views of CX...

Table 1

Dyadic and systemic views of CX

Indices	Dyadic view	Systemic view
CX characterization	CX created by the firm or co-created by the provider and customer	CX co-created among multiple actors or emergent in the customer’s life world
Contextual boundaries (spatial and temporal)	Narrow and static	Broad and dynamic
Unit of analysis	Dyadic provider–customer relationship	Multiple, systemic actors
Level of abstraction	Micro-focus	Varying levels of abstraction (micro-meso-macro)
Exemplary studies	Frow and Payne (2007), Johnston and Kong (2011); Meyer and Schwager (2007)	Baron and Harris (2010), Heinonen and Strandvik (2015); Patrício et al (2011); Vargo and Lusch (2016), Alexander et al. (2018); Caic et al. (2019)

Indices	Dyadic view	Systemic view
CX characterization	CX created by the firm or co-created by the provider and customer	CX co-created among multiple actors or emergent in the customer’s life world
Contextual boundaries (spatial and temporal)	Narrow and static	Broad and dynamic
Unit of analysis	Dyadic provider–customer relationship	Multiple, systemic actors
Level of abstraction	Micro-focus	Varying levels of abstraction (micro-meso-macro)
Exemplary studies	Frow and Payne (2007), Johnston and Kong (2011); Meyer and Schwager (2007)	Baron and Harris (2010), Heinonen and Strandvik (2015); Patrício et al (2011); Vargo and Lusch (2016), Alexander et al. (2018); Caic et al. (2019)