Three perspectives of customer epxeriences

Customer experience as• Knowledge of customers• New offering• New construct for

understanding customer evaluations

Customer experienceas knowledge of customersPerspective 1

Knowledge of customers• Customers HAVE HAD

experience or not• Know how to use service or

not• Impacts expectations and

need for instructions

Customer experienceas new offeringPerspective 2

Customer experienceas new constructPerspective 3

Construct of customer evaluations

• Broader perspective• “the customer’s cognitive,

emotional and behavioral response to any direct or indirect contact with a company”(Edvardsson et al., 2005)

• Focus on interactions and active role of customers

Three perspectives of customer epxeriences

Jörg Pareigis@joergelp

jorg.pareigis@kau.se

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