Strategic B2B customer experience management: the importance of outcomes-based measures
(2017)
Journal Article
Zolkiewski, J., Story, V., Burton, J., Chan, P., Gomes, A., Hunter-Jones, P., …Robinson, W. (2017). Strategic B2B customer experience management: the importance of outcomes-based measures. Journal of Services Marketing, 31(2), 172-184. https://doi.org/10.1108/JSM-10-2016-0350
Purpose
The purpose of this paper is to critique the adequacy of efforts to capture the complexities of customer experience in a business-to-business (B2B) context using input–output measures. The paper introduces a strategic customer experience m...
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