Abstract
Business-to-business Customer Experience: A Systematic Literature Review
ANZMAC Conference 2022 Proceedings, pp.59-59
Australian and New Zealand Marketing Academy Conference (ANZMAC), 2022 (Perth, Australia, 05-Dec-2022 - 07-Feb-2024)
2022
Abstract
Customer experience (CX) has been identified by the Marketing Science Institute as a significant research priority for over 10 years (MSI, 2020). To date, literature primarily focuses on investigating Business-to-Consumer (B2C) relationships, resulting in underrepresented and fragmented literature in the Business-to-Business (B2B) CX context. This study aims to explore how the literature conceptualises CX examined in B2B relationships through a Systematic Literature Review (n=25). Using descriptive and thematic analysis, the findings of the review reveal B2B CX literature relies heavily upon B2C conceptualisations. Further, the systematic review identifies a fragmentation in the number and types of CX dimensions explored in the B2B literature, and a lack of investigation into how these dimensions exist or vary according to stages of customer journey or touchpoint types. From identifying these gaps in the B2B literature, this research identifies important future research priorities for the B2B CX literature which require exploration to further this field of study and practice.
Details
- Title
- Business-to-business Customer Experience: A Systematic Literature Review
- Authors
- Riarna Hellyer (Author) - University of the Sunshine Coast, Queensland, Student Services and EngagementRory Mulcahy (Corresponding Author) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesJacqui Blake (Corresponding Author) - University of the Sunshine Coast, Queensland, School of Science, Technology and EngineeringVikki Schaffer (Corresponding Author) - University of the Sunshine Coast, Queensland, Sustainability Research Centre
- Publication details
- ANZMAC Conference 2022 Proceedings, pp.59-59
- Conference details
- Australian and New Zealand Marketing Academy Conference (ANZMAC), 2022 (Perth, Australia, 05-Dec-2022 - 07-Feb-2024)
- Publisher
- Australia and New Zealand Marketing Academy
- Organisation Unit
- Student Services and Engagement
- Language
- English
- Record Identifier
- 991001098902621
- Output Type
- Abstract
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