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This paper aims to comment on the evolution of customer experience (CX) research from a CX researcher, practitioner and consumer viewpoint.

This commentary is a reflection based on the investigations put forward in this special issue, extant academic and managerial literature and personal perspectives.

While nascent in terms of constructs, CX has developed satisfactorily from a research perspective. That being said, CX research that guides and aids managerial practices is still lacking. Without being relevant to practice, CX research might fail to deliver on its promise to shape practice and positively impact consumers and their experiences.

Service marketing researchers are encouraged to consider the current “status quo” of CX research and how a possible repositioning and refocusing of their efforts could advance CX research and, more importantly, CX practices.

CX practitioners can indeed learn from CX researchers if research aligns with the aim of guiding and assisting practices.

This special issue expands the understanding of the effect of physical context on CX. The commentary challenges the overall direction in which CX research is heading and offers valuable guidance on how to turn these challenges into opportunities.

This article aims to open the black box of the relationship between customer experience and customer satisfaction. The authors also take a fine-grained approach to the concept of customer experience analysis in terms of four dimensions: basic service experience (BSE), moments of truth (MT), focus on results (FR) and peace of mind (PM).

A total sample of 185 industrial customers in Spain was collected via an online platform from March to April 2020. The data were analysed using partial least squares-structural equation modelling (PLS-SEM).

The results indicated that the four dimensions of customer experience are the foundation of commercial success (i.e. customer satisfaction) for express parcel companies in the business-to-business (B2B) environment. Therefore, the most innovative express parcel companies should not only pay attention to providing services in accordance with the customer agreement but also go beyond that; hence, these companies must understand customer needs to be able to offer a unique experience. Therefore, these companies must design experiences that go beyond pure technical delivery services.

Although previous work has linked customer experience to customer satisfaction, there is little work that does so specifically in an industry as in vogue as express parcels and less so in the B2B environment. In addition, this work analyses fine-grained customer experience in terms of grain's four dimensions, and therefore, the authors analyse how each dimension (e.g. more rational or more subjective dimensions) impacts customer satisfaction. Few studies have focussed on this type of analysis for express parcel companies in the B2B environment.

The purpose of this paper is to investigate the applicability of a direct current (DC) hysteresis measurement on power transformer terminals for the subsequent hysteresis model parametrization in transformer grey box topology models.

Two transformer topology models with two different hysteresis models are used together with a DC hysteresis measurement via the power transformer terminals to parameterize the hysteresis models by means of an optimization. The calculated current waveform with the derived model in the transformer no-load condition is compared to the measured no-load current waveforms to validate the model.

The proposed DC hysteresis measurement via the power transformer terminals is suitable to parametrize two hysteresis models implemented in transformer topology models to calculate the no-load current waveforms.

Different approaches for the measurement and utilization of transformer terminal measurements for the hysteresis model parametrization are discussed in literature. The transformer topology models, derived with the presented approach, are able to reproduce the transformer no-load current waveform with acceptable accuracy.

Performing accurate numerical simulations of electrical drives, the precise knowledge of the local magnetic material properties is of utmost importance. Due to the various manufacturing steps, e.g. heat treatment or cutting techniques, the magnetic material properties can strongly vary locally, and the assumption of homogenized global material parameters is no longer feasible. This paper aims to present the general methodology and two different solution strategies for determining the local magnetic material properties using reference and simulation data.

The general methodology combines methods based on measurement, numerical simulation and solving an inverse problem. Therefore, a sensor-actuator system is used to characterize electrical steel sheets locally. Based on the measurement data and results from the finite element simulation, the inverse problem is solved with two different solution strategies. The first one is a quasi Newton method (QNM) using Broyden's update formula to approximate the Jacobian and the second is an adjoint method. For comparison of both methods regarding convergence and efficiency, an artificial example with a linear material model is considered.

The QNM and the adjoint method show similar convergence behavior for two different cutting-edge effects. Furthermore, considering a priori information improved the convergence rate. However, no impact on the stability and the remaining error is observed.

The presented methodology enables a fast and simple determination of the local magnetic material properties of electrical steel sheets without the need for a large number of samples or special preparation procedures.

This study uncovers the challenges and coping mechanisms related to stigma and discrimination experienced by gay professional team sport athletes.

Utilizing interpretive phenomenological analysis, this study recruited six gay athletes in professional team sports. Data were collected through virtual one-on-one semi-structured interviews, along with field notes and reflexive journaling, and were thematically analyzed.

The first theme highlights the discrimination and marginalization experienced by gay athletes in professional team sports, as well as the perceived differences between these athletes and their heterosexual counterparts. The second theme includes anecdotes illustrating their experiences of exclusion, along with counter-stories that resist marginalization. The last theme comprises stories that underscore the lack of acceptance and advocacy, emphasizing the awareness education aimed at making the sporting realm more inclusive.

Despite the extensive recruiting efforts for this study, numerous sports and countries remain unexplored. Follow-up studies are required to fill this gap. As this study was initiated, additional research is needed to provide information on athletes who are still in the closet. Cross-comparisons between gay athletes and their heterosexual teammates can help bridge the gap in perspectives.

Participants emphasized collective efforts in creating inclusive and welcoming environments for gay athletes, including anti-discrimination policies related to language use, showers and relocation adjustments.

Participants have put forth concrete recommendations for enhancing inclusivity within team sport environments and society at large, including proposals for early educational initiatives within the school systems.

This is the first empirical study that focuses on the experiences of gay professional team sport athletes.

Clean and sustainable energy becomes an alternative to differentiate electricity suppliers, but it is necessary to have a better understanding of their behaviour to achieve green customer loyalty. This paper aims to deploy a behavioural model that helps explain loyalty of customers towards green electricity providers by including a series of antecedents such as trust, satisfaction, perceived environmental impact, propensity to trust and perceived risk.

The paper deploys a behavioural model that it is tested through structural equation modelling to a sample of 231 German electricity consumers with green contracts. The data analysis included two steps: first, the development and validation of the scales used to measure the constructs proposed in the model, and second, the model test.

Results demonstrate that trust and satisfaction directly influence loyalty, while satisfaction and the other variables included in the model have an indirect relationship with loyalty mediated by trust and satisfaction. As green characteristics of electricity are difficult to evaluate, managers should demonstrate in their communication the environmental effects of their activities while emphasising their capacity to attend to supply requirements for building long-term customer relationships.

The paper is focused on the understanding of those consumers who have signed a green electricity contract and the antecedents associated to their loyalty. The behavioural model helps identify how managers should apply marketing strategies to foster green consumers loyalty.

This paper aims to determine, which values guide consumers decision-making on natural health products for concentration and cognition (NHPCC) and how they link to choice-relevant product attributes. The purpose is to contribute to a better understanding of NHPCC consumption choices, which can encourage more consumer-centric product development and positioning.

Based on the means-end chain approach, in-depth laddering interviews with 26 consumers of NHP were conducted in Germany from October to December 2020. Qualitative content analysis was applied and a hierarchical value map over the dominant association was built and analyzed.

Five terminal values were found to be relevant for NHPCC decision-making. The personal focused values security, self-direction and stimulation are via health mainly associated with trust and a conscious decision-making, which is linked to the product attributes of effectiveness, tolerance and declaration. Social focused values of universalism or benevolence guide attention on the attributes of sustainability and regionality.

The study contributes to close the knowledge gap concerning the linkages between abstract values and concrete product attributes of NHP through associated consequences. To the best of the authors’ knowledge, this is the first study that analyzed these links for NHPCC, although such products are gaining more interest among companies and consumers. Companies can benefit from the outcomes by developing more consumer-centric product concepts and marketing communication strategies for NHPCC. Due to higher attention on relevant information, consumers’ decision-making could become safer and more conscious.

This paper aims to add further evidence to adoption criteria for “revolutionary” business techniques.

Adoption criteria for business techniques with a high degree of novelty have been developed earlier. The case of exchange-traded funds supports the earlier findings. The methodology applied is explicative.

The analysis supports findings that an effective response to a problem, the availability of a controllable procedure, the means to apply the procedure easily and the hardware jointly explain adopting “revolutionary” business techniques.

The results of case studies, in general, do not permit induction. More research might identify additional adoption criteria or falsify the presently obtained results. Therefore, further research is invited.

Managers seeking or being introduced to new techniques in business administration might use the criteria outlined here for their evaluation.

The author believes this paper corroborates earlier findings on adopting “revolutionary” business techniques that draw on theoretically developed technologies.

The paper aims to identify adoption criteria for “revolutionary” business techniques; based on case material, it invites further research.

Building on the idea of scientific revolution, three cases from sub-disciplines of business administration are chosen to illicit adoption criteria for business techniques.

The analysis shows that a logical response to a problem, the availability of a controllable procedure, the software and the means to apply the procedure easily, and the hardware, jointly seem to explain the adoption of “revolutionary” business technologies.

In case analysis in general, the results do not lead to induction. More research might identify additional success criteria. Furthermore, it might lead to determining adoption probabilities of techniques.

Managers being introduced to new techniques in business administration might use the criteria outlined here for their evaluation.

The author believes that the paper sheds new light on the development of business technologies and that this light might guide developers of technologies to come up with more potentially successful technologies.

This study aims to contribute to the enrichment of the literature by examining the impact of cross-cultural training on expatriates’ adjustment of Nigerian bankers on expatriate assignments in other African countries.

Data on cross-cultural adjustment from expatriate employees in five banks that collectively accounted for over 80 per cent of Nigerian banks with subsidiaries in other African were systematically selected for the investigation. This data was collected quantitatively via a survey instrument. Independent sample t-test, analysis of variance (ANOVA) and regression analysis were deployed in analyzing the data.

The study found that cross-cultural adjustment varied significantly across the different categories of gender, age, marital status, previous expatriate training, previous expatriate experience, and duration of expatriation. The study concludes that in order to attain higher levels of adjustment African banks and other organizations should provide a more comprehensive cross-cultural training program that mirrors the needs of employees following a detailed needs analysis. Also, the training must be sequential and not a one-off approach.

The literature though still nascent is largely focused on expatriate preparation and adjustment for expatriates moving from Western-to-western contexts and very little exists in the literature on how multinationals from Non-Western contexts like Africa prepare their staff for expatriation and its consequent impact on their adjustment. This study aims to enrich the literature by examining the impact of cross-cultural training on expatriates’ adjustment of Nigerian bankers on expatriate assignments in other African countries.