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Customer experience management (CXM), which aims to achieve and maintain customers' long-term loyalty, has attracted the attention of many organizations. Improving customer experience management in organizations requires that, first, their relevant capabilities be evaluated. The present study aimed to offer a set of key performance indicators for evaluating customer experience management in commercial banks.

The study, first, attempted to identify the components of evaluating customer experience management by reviewing the related literature and conducting interviews with experts. Then, the extracted components were transformed into assessable metrics using the goal question metric method, and the key performance indicators relevant to customer experience management in commercial banks were selected according to the experts' opinions and the Fuzzy Delphi method.

According to the findings of the study, 21 key performance indicators were identified for customer experience management in commercial banks, and customer satisfaction, the mean number of calls to resolve an issue in customer journey touchpoints, the NPS, and the ratio of the budget allocated to the CXM department to the budget of the marketing department were found as the most significant performance indicator according to banking experts.

The present study was among the first research projects intended to evaluate CXM and offer key performance indicators that could help the managers of commercial banks assess the maturity levels of their CXM.

Customer experience is increasingly recognized as a source of competitive advantage. Customer experience refers to customers' responses and reactions to cues within touchpoints along customer journeys. Nowadays, customers often interact with online touchpoints – such as social media, websites, or e-commerce – in their customer journeys. Given that customer experience is multidimensional, this chapter addresses the following question: How can sensorial experiences be triggered in online touchpoints? Based on a review of the literature on customer experience and sensory marketing, four challenges in triggering sensorial experiences in online touchpoints are identified: (1) limited sensorial cues, (2) lack of thematic congruence between online and offline touchpoints, (3) sensory overload, and (4) lesser control over sensorial cues. Then, two routes through which organizations can trigger sensorial experiences in online touchpoints are proposed: (1) directly influencing sensations through sensory-enabling technologies, and (2) indirectly influencing sensorial perceptions through the use of sensory and nonsensory cues. The chapter closes with a presentation of a model that describes the process of triggering sensorial experiences in online touchpoints as well as a checklist of relevant questions for practitioners who wish to do so.

Managers use several touchpoints to provide a positive experience for customers in an experience economy. Past studies ignored how the touchpoints complement one another in creating synergy, even though this issue has tremendous managerial implications. This research paper aims to examine the role of a set of value-driven touchpoints' in providing and managing the customer experience.

Four hypotheses were formulated concerning the relationship between various value-driven touchpoints and the consumer experience. Data were collected from 360 respondents, and an econometric model was fitted to the data.

The results showed that touchpoints representing economical, functional, informational and convenient values impact the customer experience and complement one another.

The findings of this study should assist managers in framing a customer-facing strategy for providing a positive experience to customers.

Using primary data and an econometric model, this research extends the theory on the relationship between value-driven touchpoints and customer experience, hence, adding value to the existing corpus of marketing literature.

Customer experience has become a vital premise in service theory and practice. Despite researchers' and managers' growing interest, the customer experience remains a complex and multidimensional concept that is challenging for service providers to understand. This study aims to graph the experience in its multidimensionality by categorizing and proposing matching practices for service marketing managers to channel and foster customer experiences in customer journeys.

To support the predominantly conceptual nature of the study, an abductive approach underpinned by the authors' vast experience in academia and practice, real-life autohermeneutic phenomenological experience tales and theory on customer experience and its management by providers is deployed to craft a model that addresses and highlights the multidimensionality of experience.

This study introduces the “GraphEx” (Graph Experience) hip-pocket model, which expresses customer experience in a simple yet multidimensional fashion and offers managerial practices to foster the customer's experience. The model contains three dimensions (valence, type of experience and visceral intensity) and five managerial practices (urgent patchwork, restoring, activating and stimulating desire, bolstering and safeguarding appreciation).

This study contributes to the service literature by creating granularity in the multidimensionality of customer experience. This study advances customer experience management in practice by providing service managers with novel possibilities for understanding and managing customer experiences intelligently. This can help service providers streamline and innovate customer experience strategies during customer journeys and foster customer loyalty.

This study aims to determine the influence of store attributes on customer experience, brand love and brand loyalty at Hijup stores.

This research uses quantitative methods. The technique of determining the sample used is purposive sampling. The sample criteria in this study were consumers who had visited and bought products directly at the Hijup store with a minimum age of 17 years. The amount of data collected is 224 samples. Data was collected by distributing online questionnaires. The data analysis technique used the structural equation modeling operated through the IBM AMOS 26.0 program.

The results of the study reveal that customer experience is influenced by all dimensions of the store attribute variable including merchandise, communication with staff, store atmosphere and transaction convenience. In addition, this study shows that customer experience also positively affects brand love and brand loyalty. Finally, the analysis shows that brand love positively affects brand loyalty.

The theoretical contribution of this research is the testing of four variables (store attribute, customer experience, brand love and brand loyalty) in the same model in the context of halal fashion, thus helping to broaden insight and understanding of the influence of store attributes on customer experience, brand love and brand loyalty in halal fashion. This research can be a reference for academics to develop further research following this research topic.

This study provides practical implications for managers to increase their efforts in creating good store attributes, to create a positive customer experience that can build customer brand love and brand loyalty.

The long-term effect of the company’s success in developing brand love and brand loyalty is that it makes it easier for customers to trust, be satisfied and recommend the brand to others.

In the context of the halal concept, several studies among Muslims in Asia and western countries have yielded important information about consumer behavior toward halal products such as food and tourism. Departing from previous research, this research is to fill the gaps of previous research and get better insights into the customer experience visiting halal fashion stores. Therefore, this study tries to define and validate consumer profiles about halal fashion and identify customer experience, brand loyalty and brand love in the context of halal fashion.

This study examines how chatbots could improve the client experience in the banking sector. Due to their quick and effective customer service, chatbots are becoming more and more popular, but it is still unknown whether they can improve the customer experience. In order to gather data from a simple random sample of Palestinian banking clients in the Gaza Strip, a survey was conducted utilizing the explanatory technique. To test hypotheses, data collected from 337 individuals was evaluated using simple regression analysis. According to the results, chatbots may enhance the customer experience by offering 24/7 availability, prompt support, and customized replies. However, issues with data privacy, lack of human interaction, and chatbot accuracy were also noted. The study comes to the conclusion that chatbots may be an effective tool for increasing customer experience in the banking sector, but their design, deployment, and interaction with current customer service channels must be carefully considered. This study significantly adds to the body of knowledge on chatbots and their potential influence on customer experience. The study offers useful insights into the particular difficulties and potential of employing chatbots in a highly regulated and customer-focused industry by concentrating exclusively on the banking sector. The results show that chatbot implementation in banking needs to be approached thoughtfully and strategically to maximize their potential for improving customer experience while limiting any possible downsides.

This research aims to conceptualize and validate the mall service design as a multidimensional construct and then test a conceptual framework by investigating the impact of mall service design on customer mall experience and its subsequent outcomes, that is, intention to revisit and desire to stay in mega shopping malls.

The survey data of 455 shopping visitors in Pakistan were collected using a mall intercept technique and tested through structural equation modeling in AMOS.

The study reveals that service design significantly impacts customer experience and subsequent outcomes. Customer mall experience mediates the relationships between mall service design and the intention to revisit and desire to stay at malls.

Data from a collectivist culture country (Pakistan) were collected. To explore the impact of service design on customer mall experience, researchers should conduct similar studies in individualistic societies like Europe and North America. Additionally, the authors recommend assessing the effect of each dimension of service design on customer experience separately.

The research provides policy guidelines for the owners and operators of mega shopping malls in developing experience-oriented retailing strategies based on service design.

The research conceptualizes and validates the mall service design as a multidimensional construct using the service theater model and empirically tests its relationship with the customer mall experience.

The post-purchase behavioral responses of omnichannel shoppers, who mainly rely on physical stores (acknowledged as a crucial channel in providing a seamless shopping experience and fulfilling the dynamic needs of the shoppers), are still understudied. The purpose of this paper is to examine how integrated store service quality (ISSQ) can contribute to a more optimal shopping experience (cognitive, affective and relational) and have a subsequent impact on shoppers’ psychological ownership toward the store, resulting in the generation of (face-to-face, online and social media) word of mouth (WOM).

The research is descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used for selecting the study respondents. The data were collected from 786 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using partial least squares structural equation modeling.

The results indicate that all three dimensions of omnichannel customer experience (cognitive, affective and relational) positively mediate the relationship between ISSQ and psychological ownership, subsequently impacting all three WOM behaviors of omnichannel shoppers (face-to-face, online store and social media). The customer’s perceived value with the store and their perceived retailer relationship investment significantly moderated the relationship between ISSQ and different WOM behaviors (face-to-face, online store and social media). This research also demonstrated the direct impact of ISSQ on WOM and the indirect impact through different customer experience dimensions and psychological ownership.

The sample used in the study was not probabilistic and, therefore, presents limitations for the possibility of generalizing the results. The study was performed in a cross-sectional methodology in the Indian context; there is a need for longitudinal investigation.

This study addresses the need to investigate different dimensions of omnichannel customer experience that might influence various post-purchase behavioral responses. This study is the first to show that ISSQ might affect omnichannel shoppers' online, offline and social media word-of-mouth behaviors through different customer experience dimensions and the customer’s sense of belongingness to the store. The moderating effect of customer perceived value with the retailer and their perception of retailers’ investment in a relationship on proposed hypotheses was also tested to give managerial recommendations.

The financial technology (FinTech) era has brought a revolutionary change in the financial sector’s customer experiences at the national and global levels. The importance of artificial intelligence (AI) in the context of FinTech services for enriching customer experiences has become a new norm in this modern era of technological advancement. So, it becomes crucial to understand the customer’s perspective. The current research ranks the factors and sub-factors influencing customers’ perceptions of AI-based FinTech services.

The sample size for this study was decided to be 970 respondents from four Indian cities: Mumbai, Delhi, Kolkata and Chennai. The Fuzzy-AHP technique was used to identify the primary factors and sub-factors influencing customers’ experiences with AI-enabled finance services. The factors considered in the study were service quality, trust commitment, personalization, perceived convenience, relationship commitment, perceived sacrifice, subjective norms, perceived usefulness, attitude and vulnerability. The current research is both empirical and descriptive.

The study’s three top factors are service quality, perceived usefulness and perceived convenience, all of which have a significant impact on customers’ experience with AI-enabled FinTech services discussing sub-criteria three primary criteria for customers’ experience for FinTech services include: “Using FinTech would increase my effectiveness in managing a portfolio (A2)”, “My peer groups and friends have an impact on using FinTech services (SN3)” and “Using FinTech would increase my efficacy in administering portfolio (PU2)”.

The current study is limited to four Indian cities, with 10 factors to understand customers’ preferences in FinTech. Further research can focus on other dimensions like perceived ease of use, familiarity, etc. Future studies can have a broader view of different geographical locations and consider new tech to understand customer perceptions better.

The study’s findings will significantly assist businesses in determining the primary aspects influencing customers’ experiences with AI-enabled financial services. As a result, they will develop strategies and policies to entice clients to use AI-powered FinTech services.

Existing AI research investigated several vital topics in the context of FinTech services. On the other hand, the current study ranked the criteria in understanding customer experiences. The research will substantially assist marketers, business houses, academicians and practitioners in understanding essential facets influencing customer experience and contribute significantly to the literature.

This paper aims to introduce the experience-dominant (Ex-D) logic model, which synthesizes the creation, perceptions and outcomes of Ex-D logic. It is designed to offer valuable insights for strategic managerial applications and future research directions.

Employing a qualitative approach by using eight selected product launch events from reviewed 100 event videos and 55 in-depth interviews with industrial managers to develop an Ex-D logic model, and data were coded and analysed via NVivo.

Results show that the firm’s Ex-D logic is operationalized as the mentalizing of the three types of customer needs (service competence, hedonic excitations and meaning making), the materializing of three types of customer experiences and customer journeys (service experience, hedonic experience and brand experience) and the moderating of three types of customer values (service values, hedonic values and brand values).

This study has implications for adding new insights into existing theory on dominant logic and customer experience management and also offers actionable recommendations for managerial applications.

This study sheds light on the importance of Ex-D logic from a strategic point of view and provides an organic view of the firm. It distinguishes firm perspective from customer perspective, firm experience from customer experience and firm journey from consumer journey.