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The success of last-mile delivery is dependent on consumer acceptance of such services, yet little is known about unattended delivery experience. This paper's purpose is to provide empirically based understanding of customer experience dimensions in unattended home delivery.

Using an engaged scholarship approach, this field study investigated nine households that actively used an unattended delivery service for a period of six to nine months. Empirical data were collected primarily from in-depth interviews.

The study demonstrates that unattended delivery experience is a multidimensional construct that comprises consumers' cognitive, emotional, behavioral, sensorial, physical and social responses to the service. The empirical evidence provides rich descriptions of each customer experience dimension, and the research offers a framework and propositions on unattended delivery experience.

The results guide and support managers in assessing and developing delivery services using a consumer-centric approach to enhance customer experience.

This research is one of the first to address unattended delivery experience by providing a comprehensive, empirically grounded framework. The results provide a foundation for future investigations of last-mile delivery experience dimensions.

This paper presents an in-depth investigation on how brands may concur to the co-creation of consumers’ experiences. In particular, the purpose of this paper is to clarify the main types of co-created experiences that consumers may encounter as a result of social media brand communities.

To identify the main types of co-created experiences, a digital investigation has been used as the main method of analysis. The authors draw their digital investigation on the digital methods paradigm.

Four principal types of co-created experiences have been identified and conceptualized, namely, brand’s products’ individual usage experiences, auto-celebrative experiences, brand’s products’ communal usage experiences and collective celebration experiences.

Results stress the importance for brand strategists to involve members of social media brand communities to stimulate co-creation experiences. Specifically, it emerges that the simultaneous interaction among members of the community and the brand may directly affect co-creation experiences.

La presente investigación se propone analizar en profundidad cómo las marcas pueden estar de acuerdo con la co-creación de las experiencias de los consumidores. En particular, el objetivo de la investigación es aclarar cuáles son los principales tipos de experiencias co-creadas que los consumidores pueden experimentar debido a su participación en las comunidades de marcas de redes sociales.

Para hacerlo, en primer lugar, se han identificado los factores que influyen en la co-creación de las experiencias de los miembros de las comunidades de marcas. En particular, el punto de partida de esta investigación está representado por el papel de otros consumidores y de la marca en la co-creación de experiencias. Con el fin de identificar los principales tipos de experiencias co-creadas, se ha utilizado una investigación digital como el principal método de análisis. Dibujamos nuestra investigación digital en el paradigma de Métodos Digitales.

Se identificaron y conceptualizaron cuatro tipos principales de experiencias co-creadas.

Los resultados enfatizan la importancia de que los estrategas de marca involucren a los miembros de las comunidades de marcas de medios sociales para estimular la co-creación de experiencias. Específicamente, surgió cómo la interacción simultánea de otros miembros de la comunidad y la marca puede afectar la co-creación.

Co-creación de valor, Comunidades de marca, Experiencias de los consumidores, Experiencias co-creadas, Investigación digital, Marketing experiencial

As the consumer experience literature broadens in scope – specifically, from dyads to ecosystems and from provider-centric to consumer-centric perspective – traditional data collection methods are no longer adequate. In that context, the paper aims to discuss three little-used data collection methods that can contribute to this broader view of consumer experience.

The paper identifies methodological requirements for exploring the broadened view of consumer experience and reviews data collection methods currently in use.

The paper elaborates tailored guidelines for the study of consumer experience through first-hand, systemic and processual perspectives for three promising and currently underused data collection methods: phenomenological interviews, event-based approaches and diary methods.

Although the list of identified methods is not exhaustive, the methods and guidelines discussed here can be used to advance empirical investigation of consumer experience as more broadly understood.

Practitioners can apply these methods to gain a more complete view of consumers’ experiences and so offer value propositions compatible with those consumers’ lifeworlds.

The paper principally contributes to the literature in two ways: by defining the methodological requirements for investigating consumer experience from consumer-centric, systemic and processual perspectives, and by specifying a set of data collection methods that meet these requirements, along with tailored guidelines for their use.

This paper aims to explore how unreflective and reflective value experience emerges in value co-creation and co-destruction practices in a consumer context.

This paper presents a Heideggerian phenomenological heuristic consisting of three interrelated modes of engagement, which is used for interpretive sense-making in a dynamic and lively case context of amateur-level football (soccer) played on artificial grass. Based on a qualitative study using ethnographic techniques, this study examines the whats and the hows of value experience by individuals playing football at different qualities and in varying conditions across 25 Dutch football teams.

The findings reveal three interrelated yet distinct modalities of experience in value co-creation and co-destruction presented in a continuum of triplex spaces of unreflective and reflective value experience. The first is a joyful flow of unreflective value experience in emergent and undisrupted value co-creation practice with no potential for value co-destruction. Second, a semireflective value experience caused by interruptions in value co-creation has a higher potential for value co-destruction. Third, a fully reflective value experience through a completely interrupted value co-creation practice results in high-value co-destruction.

This research contributes to the literature on the microfoundations of value experience and value creation by proposing a conceptual relationship between unreflective/reflective value experience and value co-creation and co-destruction mediated through interruptions in consumer usage situations.

This study’s novel perspective on this relationship offers practitioners a useful vantage point on understanding how enhanced value experience comes about in value co-creation practice and how this is linked to value co-destruction when interruptions occur. These insights help bolster alignment and prevent misalignment in resource integration and foster service strategies, designs and innovations to better influence consumer experience in journeys.

This study deploys an integral view of how consumer value experience manifests in value co-creation and co-destruction that offers conceptual, methodological and practical clarity.

This study, grounded in the SOR theory, aims to enrich the understanding of customer citizenship behaviour in omnichannel fashion retail by examining how different customer experiences enhance customer engagement and how that engagement leads to customer citizenship behaviour. The influence of return policies on the relationship between customer engagement and customer citizenship behaviour was also examined.

Partial least squares structural equation modelling (PLS-SEM) is used to examine the framework of the proposed study with data collected through a survey (n = 251) to examine the opinions of the respondents about the variables mentioned. The authors also assessed the proposed framework using predictive power assessment using PLS predict.

The study results reveal that customers’ experiences of integration and flexibility in omnichannel retail are positively associated with their engagement. However, customer experiences of connectivity, consistency and personalization do not appear to affect customer engagement significantly in omnichannel retail. The return policy positively moderates the relationship between customer engagement and customer citizenship behaviour in the omnichannel fashion retail context. Predictive power assessment shows that the proposed model has high prediction accuracy.

This study contributes to the marketing literature by investigating different dimensions of consumer experience collectively and its impact on customer engagement and citizenship behaviour. Furthermore, the study contributes to omnichannel retail in fashion industry by testing the return policy as a moderator variable on the relationship between customer engagement and citizenship behaviour.

Este estudio, basado en la teoría SOR, enriquece la comprensión del comportamiento cívico del cliente en el comercio minorista de moda omnicanal examinando cómo las diferentes experiencias del cliente mejoran el compromiso de éste y cómo dicho compromiso conduce al comportamiento cívico del cliente. También se examina la influencia de las políticas de devolución en la relación entre el compromiso del cliente y el comportamiento ciudadano del cliente.

Se utilizó la modelización PLS-SEM para examinar el marco del estudio propuesto con datos recogidos mediante una encuesta (n = 251) para examinar las opiniones de los encuestados sobre las variables mencionadas. Los autores también evaluaron el marco propuesto mediante una evaluación del poder predictivo utilizando la predicción PLS.

Los resultados revelan que las experiencias de integración y flexibilidad de los clientes en el comercio minorista omnicanal se asocian positivamente con su compromiso. Sin embargo, las experiencias de los clientes de conectividad, coherencia y personalización no parecen afectar significativamente al compromiso del cliente en el comercio minorista omnicanal. La política de devoluciones modera positivamente la relación entre el compromiso del cliente y el comportamiento ciudadano en el contexto del comercio minorista de moda omnicanal. La evaluación del poder predictivo mostró que el modelo propuesto tenía una alta precisión de predicción.

El estudio contribuye a la literatura de marketing investigando colectivamente diferentes dimensiones de la experiencia del consumidor y su impacto en el compromiso del cliente y el comportamiento ciudadano. Además, este estudio contribuye a la venta minorista omnicanal en la industria de la moda al probar la política de devoluciones como variable moderadora de la relación entre el compromiso del cliente y el comportamiento ciudadano.

本研究以 SOR 理论为基础, 通过研究不同的顾客体验如何提高顾客参与度, 以及顾客参与度如何推动顾客公民行为, 丰富了对全渠道时尚零售中顾客公民行为的理解。研究还探讨了退货政策对顾客参与和顾客公民行为之间关系的影响。

本文采用 PLS-SEM 模型来检验拟议的研究框架, 并通过调查（n = 251）收集数据, 以检验受访者对上述变量的看法。作者还通过使用 PLS 预测评估预测能力, 对提出的框架进行了评估。

通过调查（n = 251）收集的数据, 使用 PLS-SEM 模型来研究拟议的研究框架, 以考察受访者对上述变量的看法。作者还通过使用 PLS 预测评估预测能力, 对提出的框架进行了评估。

研究结果表明, 顾客在全渠道零售中对整合性和灵活性的体验与他们的参与度呈正相关。然而, 顾客在连通性、一致性和个性化方面的体验似乎并未对顾客参与全渠道零售产生显著影响。退货政策对全渠道时尚零售中顾客参与和公民行为之间的关系起到了积极的调节作用。 预测能力评估表明, 所提出的模型具有较高的预测准确性。

本研究通过对消费者体验的不同维度及其对顾客参与和公民行为的影响进行综合研究, 为营销文献做出了贡献。此外, 本研究通过检验退货政策作为顾客参与和公民行为之间关系的调节变量, 为时尚行业的全渠道零售做出了贡献。

Customer experience research predominantly anchors the customer journey on a specific offering, implying an inherently firm-centric perspective. Attending calls for a more customer-centric approach, this study aims to develop a goal-oriented view of customer journeys.

This study interprets the results of a phenomenological study of a transformative journey toward a sober life with the self-regulation model of behavior to advance understanding of customer journeys.

The consumer's journey toward a higher-order goal encompasses various customer journeys toward subordinate goals, through which consumers engage in iterative cognitive and behavioral processes to adjust or maintain their experienced situation vis-à-vis the goal. Experiences drive behavior toward the goal. It follows that negative experiences may contribute to goal attainment.

This study highlights the importance of looking at the consumers' higher-order goals to obtain a more holistic understanding of the customer journey.

Companies and organizations should extend their view beyond the immediate goals of their customers to identify relevant touchpoints and other customer journeys that affect the customer experience.

This study proposes conceptualization of the customer journey, comprising goal-oriented processes at different hierarchical levels, and it demonstrates how positive and negative customer experiences spur behaviors toward the higher-order consumer goal. This conceptualization enables a more customer-centric perspective on journeys.

This research investigates when and how brands influence attribute importance weights. Most past studies modelling consumer decision processes treated the brand of a product as an attribute parallel to the price, color or size of a product, and as a result, those studies assigned an equal (i.e. non-contingent) importance weight across brands for each attribute. In contrast, this study introduces a brand-contingent attribute-weighting process, in which brand is a higher-order construct that influences attribute importance.

This study presents a multi-level choice model in which the importance weight of an attribute can vary across brands. This study then estimates the model using real purchase data and survey data from an airline industry.

This study finds that attribute importance weights are contingent upon two aspects of a brand – the perceived relative position of the brand and consumers’ brand usage experiences. Specifically, when consumers perceive a brand to be inferior to its competitors in a given attribute, they generally place greater weight on that attribute for that brand. In contrast, when consumers perceive a brand to be superior to its competitors in a given attribute, only consumers with extensive brand usage experiences place greater weight on that attribute for that brand.

The findings provide managerial insights on brand positioning and segmentation strategies using consumers’ brand usage experiences.

This study advances the literature on consumer decision processes by modeling an attribute-weighting process that is contingent upon brands. The present study models this process based on consumer behavior theories and estimates the model using real market data.

This paper aims to explore the use of lived experience research in peer work.

A suite of user-friendly and engaging lived experience research resources was introduced to consumers by peer workers. In-depth interviews were conducted with 33 consumer participants and five peer workers about their experiences. The data were analysed using qualitative content analysis.

The role of the peer workers appeared critical in ensuring that participants, despite their varied needs, preferences and backgrounds, derived optimum benefit from each resource. Features in resource delivery that promoted a positive experience included presenting the resources in the context of an existing relationship, providing clear explanations, going through resources together, encouraging reflection, taking enough time; and flexible delivery. Peer workers viewed the resources as potentially useful in their everyday peer work and as a valuable addition to their peer work toolkit.

The benefit of lived experience research to consumers is likely to be optimised by supportive and thoughtful delivery of the resources. Peer workers have the skills and are in an ideal position to do this. Bringing lived experience research to consumers provides peer workers with a potentially unique and helpful approach for supporting and promoting recovery and is congruent with their overall practice.

Lived experience research has the potential to benefit consumers directly but is rarely brought to their attention. This paper is the first to examine the potential role of peer workers in introducing learnings from lived experience research to consumers.

While there is burgeoning service literature identifying consumer vulnerabilities and questioning the assumption that all consumers have the resources to co-create, limited research addresses solutions for consumers experiencing vulnerabilities. Service systems can provide support for consumers but can also create inequities and experienced vulnerabilities. This paper aims to identify current and further research needed to explore this issue and addresses marketplace problems for consumers experiencing vulnerabilities.

This viewpoint discusses key issues relating to solving marketplace problems for consumers experiencing vulnerabilities. A call for papers focused on solving marketplace problems for consumers experiencing vulnerabilities resulted in a large number of submissions. Nine papers are included in this special issue, and each one is discussed in this editorial according to five emergent themes.

Vulnerabilities can be temporary, or permanent, and anyone can suddenly experience vulnerabilities. Inequities and vulnerabilities can be due to individual characteristics, environmental forces, or due to the structure of the marketplace itself. Solutions include taking a strengths-based approach to addressing inequities and using a multiple-actor network to provide support.

The recommendations addressed in this paper enable more positive approaches to solving marketplace problems for consumers experiencing vulnerabilities.

Taking a solutions-focused lens to research relating to vulnerabilities will contribute toward addressing inequities within the marketplace.

Increasingly, service literature is identifying inequities; however, very limited research addresses solutions for solving marketplace problems for consumers experiencing vulnerabilities. This paper suggests taking an approach focusing on strengths, rather than weaknesses, to determine strategies, and using the support of other actors (Transformative Service Mediators) where required.