In response to initial voices that put the customer experience (management) (CX(M)) movement into question, this article aims to introduce a formal nomenclature to push the CX(M) field toward a more ...mature state. First, drawing from an inductive analysis of 143 CX(M) papers, the authors identify 12 basic CX components that aggregate into three overarching building blocks—touchpoints (T, i.e., points of interaction between the customer and brand/firm), context (C, i.e., situationally available resources internal and/or external to the customer), and qualities (Q, i.e., attributes that reflect the nature of customer responses and reactions to interactions with the brand/firm). The TCQ nomenclature offers a language to make CX actionable, moving beyond the breadth of the current definition and frameworks by disentangling CX into small bite-sized chunks (i.e., the CX components) that any academic and practitioner, regardless of their discipline, may understand and use to discuss and manage CX. Second, using the TCQ nomenclature, the authors assess the current state of the CX(M) literature and identify mature (e.g., firm-controlled touchpoints and cognitive and emotional qualities associated with CX) and underdeveloped (e.g., nonfirm controlled touchpoints and the market and environmental context in which CX emerges) areas ripe for future research. In addition, they also provide a set of recommendations to strengthen the methodological rigor of the field. Third, the TCQ nomenclature may support managers in auditing their current CXM practices and/or serve as a basis for CX design and innovation.
Purpose
The marketing literature uses five different experience terms that are supposed to represent different streams of research. Many papers do not provide a definition, most of the used ...definitions are unclear, the different experience terms have similar dimensionality and are regularly used interchangeably or have the same meaning. In addition, the existing definitions are not adequately informed from other disciplines that have engaged with experience. This paper aims to build a comprehensive conceptual framework of experience in marketing informed by related disciplines aiming to provide a more holistic definition of the term.
Design/methodology/approach
This research follows previously established procedures by conducting a systematic literature review of experience. From the approximately 5,000 sources identified in three disciplines, 267 sources were selected, marketing (148), philosophy (90) and psychology (29). To address definitional issues the analysis focused on enlightening four premises.
Findings
This paper posits that the term brand experience can be used in all marketing-related experiences and proposes four premises that may resolve the vagaries associated with the term’s conceptualization. The four premises address the what, who, how and when of brand experience and aim to rectify conceptual issues. Brand experience is introduced as a multi-level phenomenon.
Research limitations/implications
The suggested singular term, brand experience, captures all experiences in marketing. The identified additional elements of brand experience, such as the levels of experience and the revision of emotions within brand experience as a continuum, tempered by repetition, should be considered in future research.
Practical implications
The multi-level conceptualization may provide a greater scope for dynamic approaches to brand experience design thus providing greater opportunities for managers to create sustainable competitive advantages and differentiation from competitors.
Originality/value
This paper completes a systematic literature review of brand experience across marketing, philosophy and psychology which delineates and enlightens the conceptualization of brand experience and presents brand experience in a multi-level conceptualization, opening the possibility for further theoretical, methodological and interdisciplinary promise.
Wilfred Bion’s theories of dreaming, of the analytic situation, of reality and everyday life, and even of the contact between the body and the mind offer very different, and highly fruitful, ...perspectives on lived experience. Yet very little of his work has entered the field of visual culture, especially film and media studies. Kelli Fuery offers an engaging overview of Bion’s most significant contribution to psychoanalysis- his theory of thinking- and demonstrates its relevance for why we watch moving images.
Bion’s theory of thinking is presented as an alternative model for the examination of how we experience moving images and how they work as tools which we use to help us ‘think’ emotional experience. ‘Being Embedded’ is a term used to identify and acknowledge the link between thinking and emotional experience within the lived reception of cinema. It is a concept that everyone can speak to as already knowing, already having felt it - being embedded is at the core of lived and thinking experience. This book offers a return to psychoanalytic theory within moving image studies, contributing to the recent works that have explored object relations psychoanalysis within visual culture (specifically the writings of Klein and Winnicott), but differs in its reference and examination of previously overlooked, but highly pivotal, thinkers such as Bion, Bollas and Ogden. A theorization of thinking as an affective structure within moving image experience provides a fresh avenue for psychoanalytic theory within visual culture.
Wilfred Bion, Thinking, and Emotional Experience with Moving Images will appeal to psychoanalysts and psychoanalytic psychotherapists, as well as scholars and students of film and media studies, cultural studies and cultural sociology and anthropology, visual culture, media theory, philosophy, and psychosocial studies.
Was religious practice in ancient Rome cultic and hostile to individual expression? Or was there, rather, considerable latitude for individual initiative and creativity? Jorg Rupke, one of the ...world's leading authorities on Roman religion, demonstrates in his new book that it was a lived religion with individual appropriations evident at the heart of such rituals as praying, dedicating, making vows, and reading.On Roman Religiondefinitively dismantles previous approaches that depicted religious practice as uniform and static. Juxtaposing very different, strategic, and even subversive forms of individuality with traditions, their normative claims, and their institutional protections, Rupke highlights the dynamic character of Rome's religious institutions and traditions.In Rupke's view, lived ancient religion is as much about variations or even outright deviance as it is about attempts and failures to establish or change rules and roles and to communicate them via priesthoods, practices related to images or classified as magic, and literary practices. Rupke analyzes observations of religious experience by contemporary authors including Propertius, Ovid, and the author of the "Shepherd of Hermas." These authors, in very different ways, reflect on individual appropriation of religion among their contemporaries, and they offer these reflections to their readership or audiences. Rupke also concentrates on the ways in which literary texts and inscriptions informed the practice of rituals.
This study aims to propose a new comprehensive conceptualization of the manager-level international experience (MIE) concept. It achieves this by building a framework based on Dewey`s philosophy of ...experience, conducting a systematic review of business and management literature, and integrating the results of these two steps. The outcome depicts MIE as a nine-dimensional concept encompassing length, depth, breadth, diversity, intensity, extensity, complexity, epic, and echo, operationalizable at regional or global levels of analysis. The new conceptualization can integrate the literature and pave the way for future empirical studies in various research fields, such as experiential knowledge and learning.
•MIE has nine dimensions: length, depth, breadth, diversity, intensity, extensity, complexity, epic, and echo.•This concept can be analyzed at two levels: regional and global.•These nine dimensions stem from four principles of experience.
This Special Issue of Religions focuses on the epistemology of religious experience. The overall driving question is the question as to what evidential force religious experiences have. This ...discussion involves several subtopics, including the following: (1) In what ways is religious experience like other kinds of experience? (2) To what extent does religious experience influence religious doctrine, and to what extent is it influenced by it? (3) What are the implications of religious diversity/disagreement for claims of religious experience? (4) How, if in any way, has the cognitive science of religion shed light on these issues? This issue approaches these questions from a variety of religious traditions, with input from a variety of academic disciplines. The result is a collection of high-quality papers that can inform further research in a variety of academic fields.
Fits, trances, visions, speaking in tongues, clairvoyance, out-of-body experiences, possession. Believers have long viewed these and similar involuntary experiences as religious--as manifestations of ...God, the spirits, or the Christ within. Skeptics, on the other hand, have understood them as symptoms of physical disease, mental disorder, group dynamics, or other natural causes. In this sweeping work of religious and psychological history, Ann Taves explores the myriad ways in which believers and detractors interpreted these complex experiences in Anglo-American culture between the mid-eighteenth and early-twentieth centuries. Taves divides the book into three sections. In the first, ranging from 1740 to 1820, she examines the debate over trances, visions, and other involuntary experiences against the politically charged backdrop of Anglo-American evangelicalism, established churches, Enlightenment thought, and a legacy of religious warfare. In the second part, covering 1820 to 1890, she highlights the interplay between popular psychology--particularly the ideas of "animal magnetism" and mesmerism--and movements in popular religion: the disestablishment of churches, the decline of Calvinist orthodoxy, the expansion of Methodism, and the birth of new religious movements. In the third section, Taves traces the emergence of professional psychology between 1890 and 1910 and explores the implications of new ideas about the subconscious mind, hypnosis, hysteria, and dissociation for the understanding of religious experience. Throughout, Taves follows evolving debates about whether fits, trances, and visions are natural (and therefore not religious) or supernatural (and therefore religious). She pays particular attention to a third interpretation, proposed by such "mediators" as William James, according to which these experiences are natural and religious. Taves shows that ordinary people as well as educated elites debated the meaning of these experiences and reveals the importance of interactions between popular and elite culture in accounting for how people experienced religion and explained experience. Combining rich detail with clear and rigorous argument, this is a major contribution to our understanding of Protestant revivalism and the historical interplay between religion and psychology.
Customer experience (CX) has emerged as a sustainable source of competitive differentiation. Recent developments in big data analytics (BDA) have exposed possibilities to unlock customer insights for ...customer experience management (CXM). Research at the intersection of these two fields is scarce and there is a need for conceptual work that (1) provides an overview of opportunities to use BDA for CXM and (2) guides management practice and future research. The purpose of this paper is therefore to develop a strategic framework for CXM based on CX insights resulting from BDA. Our conceptualisation is comprehensive and is particularly relevant for researchers and practitioners who are less familiar with the potential of BDA for CXM. For managers, we provide a step-by-step guide on how to kick-start or implement our strategic framework. For researchers, we propose some opportunities for future studies in this promising research area.
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