Comparative analysis of attributions from customer experiences and journeys

This study developed a Comparative Analysis of Attributions method to explore sensemaking after customer experiences and journeys.

Introduction

Attributions guide consumers' meaning-making in customer experiences (CX) from need recognition through the post-purchase stage; that is, throughout the customer journey (CJ) (Puccinelli et al., 2009). Hoffman et al. (2016) noted the importance...

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