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., Grewal et al., 2017; Homburg et al., 2017; Klaus & Maklan, 2013), yet the findings are fragmented and theoretically confusing(Becker & Jaakkola, 2020, p. 1). As a result, the implications that top managers can draw out of these academic findings are limited. Moreover, CX is considered as a "critical area for academic research" (Grewal et al., 2009, p. 1) and studies have...