Connecting customer experience and sustainable multiple customer value creation as key success factors
Keywords:
customer experience, co-creation, customer satisfaction, customer loyalty, business model, multiple value, sustainable value creationAbstract
Purpose of the article The purpose of this paper is to examine the theoretical aspects of customer experience and sustainable multiple customer value creation as key success factors in the context of the digital age and find common points to formulate research questions leading to new avenues for further research.
Methodology/methods The paper is based on literature retrievals of research papers and journal articles in the areas of customer experience, sustainable value creation, and business model. Articles were analyzed, compared to provide a synthesis of relevant knowledge.
Scientific aim The aim of the article is to find touching points between the two bodies of literature and find potential avenues of further research in the context of the digital age
Findings Findings show similarities in concepts of both theoretical bodies but lack sufficient research. The topics are constantly evolving and providing new areas for research. The article identifies the main touch point of both theoretical bodies and states research question for further research
Conclusions The two theoretical bodies show similar concepts in customer interaction and involvement in the value creation process. In the context of sustainable development and the digital age facilitating customer value creation through technology, the connection between these two topics presents many opportunities for research.
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