From Target Experience to Competitive Strategy: Unpacking Strategic Intent in B2B Customer Experience Management
Published online on July 07, 2026
Abstract
Journal of Service Research, Ahead of Print.
Customer experience management (CXM) is a strategic priority for service firms, yet its conceptualization and implementation in business-to-business (B2B) markets remain underdeveloped. Existing research offers limited insight into the nature of customer ...
Customer experience management (CXM) is a strategic priority for service firms, yet its conceptualization and implementation in business-to-business (B2B) markets remain underdeveloped. Existing research offers limited insight into the nature of customer ...