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Abstract :
[en] The holistic and contingent construct of customer experience is widely researched in contemporary marketing. While we know that technology may strongly impact and change customer experience for businesses and consumers, little is known about how technology may create motivations, or conversely barriers for customers in interacting with businesses providing complex services (Kranzbühler et al. 2018). The aim of this paper is to identify the impact that technology adoption has on customer experience in complex service settings. A specific onlook at complex service settings is taken as an extreme case of customer experience, where technology may be particularly helpful or challenging in a B-to-B-to-C setting.
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