We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.

Innovating the Customer Experience
Innovating the customer experience
Ruth N. Bolton
Abstract

Innovating the customer experience (CX) requires an understanding of customers' context-dependent preferences, where the context changes over time. Four factors are critical to a successful CX—the relevance of the relationship to customers' social identity, the firm's reputation (i.e., trust and brand strength), the fit or compatibility of the firm's offerings with the customer context and the alignment of the firm's goals with customers' goals. This paper contends that they have powerful moderating effects on customers' evaluations of their experiences. Customers view experiences holistically, so firms must integrate these factors to create a coherent experience that unfolds over time. Hence, firms must develop contingency-based strategies for designing and delivering superior CXs. After ...

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