.png){kind=icon}
返回
Ordinary customer experience: Conceptualization, characterization, and implications
.png){kind=icon}
OA
AI
DOI：10.1002/mar.21830.png)
.png){kind=icon}
原文求助.png){kind=icon}
分享.png){kind=icon}
收藏
摘要
En 中文
Although businesses strive to create extraordinary customer experiences, it is the ordinary experiences that form the backbone of customers' lives and hold the greatest potential for creating meaning and relevance. This conceptual study aims to shed light on the sources, characteristics, and mechanisms of the ordinary customer experience by conducting a scoping review of literature from various fields, including sociology, philosophy, consumer behavior, psychology, marketing, and management. The findings demonstrate that researchers characterize the ordinary customer experience as familiar, simple, and mundane-and thus often taken for granted-and as formed through customers' daily routines. This study defines the ordinary experience as the accumulation of a customer's perceptions, feelings, and sensemaking of customer-specific, contextual, and offering-related stimuli that are meaningfully and purposefully present in the customer's daily life. The ordinary experience representing a lived and reflective phenomenon is characterized as peripheral, predictable, neutral, acceptable, longitudinal, and convenient. Despite its seemingly mundane nature, the ordinary customer experience provides valuable insights into customers' sensemaking of experiences. By reconciling and bridging understandings from various fields, this study presents a comprehensive view of the ordinary customer experience and contributes to a more granular and holistic understanding of the ordinary in the marketing domain. It offers an alternative perspective on customer experience that extends beyond the conventional ordinary-extraordinary continuum.
Keyword:
customer sensemaking
extraordinary customer experience
lifeworld
marketing insights
ordinary customer experience
scoping review
期刊
IF:
9.1
论文数:
2.4K
被引数:
1.3W
机构
引用论文
Temporal changes in daily food intake of Arctic charr, Salvelinus alpinus L., of different sizes monitored by radiography.png)
Aquaculture
AquacultureIF0
PREAI
分享收藏A scoping review of scoping reviews: advancing the approach and enhancing the consistency范围界定审查的范围界定审查: 推进方法和增强一致性
OAAI
OAAI分享收藏
查看更多内容