The Influence of Digitalization on Customer Experience in Complex Service Settings: A Focus on the Insurance Industry

The holistic and contingent construct of customer experience is widely researched in service marketing. While we know that technology may strongly impact and change customer experience, little is known about the motivations or, conversely, barriers for customers to interact digitally with businesses in complex service settings (e.g. Mikolon et al, 2015). A specific onlook at complex service settings is taken as an extreme case of customer experience, where technology may be particularly helpful, challenging, or hindering in a B-to-B-to-C setting.