Research Insight 12.3

Throughout the textbook reference is made to seminal academic papers (as part of the Research Insights features) that can assist you in the further development of your understanding of a particular concept or theory that has been introduced. Organized by chapter, this resource provides links to these seminal papers.

Please note that your institution will require a subscription to the relevant journal for you to access the full text of the articles. If you are unsure how to do this, please contact your university librarian. Often professional bodies, such as the Chartered Institute of Marketing, also offer access to journals via their library services. Alternatively, you can purchase the articles directly from the source website.

Source: Meyer, C. and Schwager, A. (2007), ‘Understanding customer experience’, Harvard Business Review, February, 117–26.

Abstract: https://hbr.org/2007/02/understanding-customer-experience

Insight: This paper looks at how firms can benefit from adopting a customer experience perspective. It provides a clear understanding of what customer experience is practically and discusses the managerial issues that can be avoided by utilizing an experience view rather than a relationship only view. It also contains a useful table showing how customer relationship management differs from customer experience management.

URL: http://hbr.org/2007/02/understanding-customer-experience/ar/1