Vikki Schaffer

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.

Marine-based sporting events are emerging as a significant contributor to the Australian economy. These events are generally conducted in the section of the marine environment categorised as the Bathing Reserve or the beach. To date, little research has been undertaken to consider the impact of marine-based sporting events on the beach. Considerable ambiguity and confusion exists in the current literature about the potential impacts, indicators and measurement methods relating to marine-based sporting events. Hence, the purpose of this research is to explore these issues to develop a practical, efficient and cost effective list of potential impacts, and the associated indicators and measurement methods that can be used by stakeholders to ensure the sustainability of marine-based sporting events and the natural environment. The exploratory research undertaken to achieve this goal comprised three stages. In Stage 1, the literature was reviewed to define terms and develop a Preliminary List of potential environmental impacts relating to marine-based sporting events. In Stage 2, the opinions of five Experts and five Practitioners were sought to further clarify and refine the Preliminary List from Stage 1 and to identify the relevant methods for measuring the environmental impacts. Finally, Stage 3 involved analysing the Refined List and researching the literature to identify potential indicators that corresponded to the environmental impacts and measurement methods identified in the Refined List. The result is a Generic List of potential environmental impacts, indicators and measurement methods relating to marine-based sporting events within the Bathing Reserve.