Low-literate versus literate customer experience: Dimensions, consequences and moderators

This study explores the lived phenomenon of customer experience (CX) across the customer decision journey of two divergent segments of customers in a naturalistic environment.

Introduction

Delivering a memorable customer experience (CX) is a source of firm differentiation and competitive advantage (Lemon & Verhoef, 2016). Although, the existing research on CX primarily looks into its conceptualization and measurement (e.g.,...