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Title: Strategic B2B customer experience management: the importance of outcomes-based measures
Authors: Zolkiewski, Judy
Story, Vicky
Burton, Jamie
Chan, Paul
Gomes, Andre
Hunter-Jones, Philippa
O'Malley, Lisa
Peters, Linda D.
Raddats, Chris
Robinson, William
Keywords: B2B services
B2B customer experience
Outcomes-based measures
Issue Date: 2017
Publisher: © Emerald
Citation: ZOLKIEWSKI, J. ... et al, 2017. Strategic B2B customer experience management: the importance of outcomes-based measures. Journal of Services Marketing, 31 (2), pp. 172-184.
Abstract: Purpose – The purpose of this paper is to critique the adequacy of efforts to capture the complexities of customer experience in a business-to-business (B2B) context using input–output measures. The paper introduces a strategic customer experience management framework to capture the complexity of B2B service interactions and discusses the value of outcomes-based measurement. Design/methodology/approach – This is a theoretical paper that reviews extant literature related to B2B customer experience and asks fresh questions regarding B2B customer experience at a more strategic network level. Findings – The paper offers a reconceptualisation of B2B customer experience, proposes a strategic customer experience management framework and outlines a future research agenda. Research limitations/implications – This paper is conceptual and seeks to raise questions surrounding the under-examined area of B2B customer experience. As a consequence, it has inevitable limitations resulting from the lack of empirical evidence to support the reconceptualisation. Practical implications – Existing measures of customer experience are problematic when applied in a B2B (services) context. Rather than adopting input- and output-based measures, widely used in a business-to-consumer (B2C) context, a B2B context requires a more strategic approach to capturing and managing customer experience. Focussing on strategically important issues should generate opportunities for value co-creation and are more likely to involve outcomes-based measures. Social implications – Improving the understanding of customer experience in a B2B context should allow organisations to design better services and consequently enhance the experiences of their employees, their customers and other connected actors. Originality/value – This paper critiques the current approach to measuring customer experience in a B2B context, drawing on contemporary ideas of value-in-use, outcomes-based measures and “Big Data” to offer potential solutions to the measurement problems identified.
Description: This article is closed access until 10th April 2019. This paper was also presented at the Academy of Marketing Conference, Newcastle, UK, 4th-7th July 2016.
Version: Accepted for publication
DOI: 10.1108/JSM-10-2016-0350
URI: https://dspace.lboro.ac.uk/2134/26175
Publisher Link: https://doi.org/10.1108/JSM-10-2016-0350
ISSN: 0887-6045
Appears in Collections:Closed Access (Business School)

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