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The Customer Experience Ecosystem in Two Cultural Contexts

Barari, Mojtaba ; Furrer, Olivier

In: Journal of Financial Services Marketing, 2018, vol. 23, p. 234-243

This study focuses on the development of a customer experience ecosystem during a journey which is embedded in meso- and macro-layers. Using the critical incident technique, the author collected in-depth interview data from bank customers in Switzerland and Iran to empirically study this ecosystem, including customer– company interaction in the micro-layer and social context of the...