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The main objective of this paper is to analyse the relationship between innovation and traditional concepts to explain the phenomenon of traditional food with innovation from a market and consumer behaviour perspective in the Mexican context.

The research is carried out in two phases: (1) analysis of the offer in distribution and (2) consumer research. First, a mixed observation technique in the offer of traditional foods with innovation was carried out. The data were recollected from 24 companies' websites and was complemented with information from main distribution chains of the city of Hermosillo (Mexico). Second, a survey was carried out with 310 Mexican consumers. The data obtained were analysed using bi-variable and multivariable techniques.

The findings from the websites showed that there are 19 traditional products with innovation that are marketed through this medium, while 39 traditional products with innovation are offered in distribution chains. Of all foods, 61% showed innovations in ingredients and materials. Also, the consumer evaluations identified three segments: the consumers orientated towards innovations, convenience and health (42.2%), those orientated towards sensory innovations (39%), and those more inclined towards innovations in marketing and availability (18.7%).

The research considers a partial perspective of the agri-food chain and not an integral vision, it is limited to a specific area and to certain traditional foods.

The symbiosis between innovation and tradition is identified from the perspective of supply and demand. The trend that exists in the market regarding the types of innovations and the gaps that exist regarding environmental elements are recognized.

The data obtained in the research generate information for business decision-making and entrepreneurship; in addition indicates new dietary and consumption patterns. It also provides knowledge about innovation and tradition, and highlights the relevance of traditional food.

This study tries to fill a gap in the literature by focusing on the market and consumer behaviour perspective for traditional food with innovation.

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.