Integrated Customer Experience

Running Head: INTERGRATED CUSTOMER EXPERIENCE
Literature Review: Integrated Customer Experience
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INTERGRATED CUSTOMER EXPERIENCE 2
Abstract
Customer experience is the total feeling that a customer attains before and after using a
particular product or associating with a particular organization. Customer experience techniques
have been developed and adopted by numerous organizations to enhance competitive advantage
over the competitors. All the developed techniques way back from the Client’s purchasing
behavior process models to customer relationship marketing have resulted in integrated tools that
ensure more customer experience and satisfaction. This literature review explores the integrated
customer experience with the focus of the origin if customer experience and the components of
integrated customer experience. The findings of the literature review thus can be used to develop
a project on the impact of integrated customer experience on organizational performance.
Introduction
Over the past decade, Customer satisfaction has improved tremendously. Over 51%
consumer’s survey by international customer satisfaction indicated that improved customer
experience. Numerous organizations have adopted various techniques that have enabled them to
integrate customer experience thus offering them better marketing capability for a better
competitive environment. Products and organizational attributes such as high quality print and
services, good atmosphere among many others result in a positive client experience that is
obtainable from the customer's views and opinions shared through various means (Shihab,
Sukrisna & Hidayanto, 2015). A delightful customer act as a powerful tool in driving the
business into success since the customers not only buy from the organization but also market the
business through various means such as word of mouth and social media platform. Integrated

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customer experience thus refers to the process of using customer experiences as the basis of
marketing in an organization to attain a better competitive advantage (Lin, 2012). Marketing is
essential for the conversion of respect to clients, and the conversion is done only achieve the
loyalty of the normal customers that only take place when the organization offers bets
experiences. There, an integrated customer experience acts as a significant marketing aspect to
drive the organization to achieve its objectives. The current paper is a literature review of
integrated customer experience as making mix tool of an organization.
Customer experience origin
Earlier scholars such as La and Yi, (2015) stated that people desires were not products
nut rather the satisfying experience. Furthering the notion, other experimentalist theories such as
Holbrook and Hirschman elaborated on the human behavior about emotional aspect during the
decision making. Over the past decades, marketing professionals have also embraced the study
of customer experience noting that consumer likes purchasing from a series if enjoyable,
memorable events offered by the organization. Multiple definitions thus exist in the marketing
field. The term customer experience is attributed to Bernd Schmitt, who denoted the term as the
strategical administration of client’s feeling within a company. According to Trini and Salim
(2018), the term customer experience comprises of different cognitive, physical, divine and
societal aspects that spot customer’s direct and indirect collaboration resulting in the overall
experience. Srivastava, (2012) defines customer counter as the core and idiosyncratic responses
from the customer through interaction with the organization. In understanding the integrated
client’s experience in the current business sentiment, it is worth to explore the subsequent
development and inputs of clients experience study that entails:

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The client is purchasing behavior process models
The client is purchasing behavior process models that were developed in the 1960s that
focused on multiple different items such as emotions. Later the model focused on nonlinear
effects of satisfaction. Studies that were conducted by Aunkofer, (2018) extensively accessed the
effects of satisfaction on customer behavior as well as organizational performance thus became a
significant factor in marketing. According to Ahn, Back & Barišić, (2019), Service quality
deleted in the 1980s as a separate discipline with special services such as attributes such as
intangibility and personal interactions among many others. During this period, organizations
began to realize the significance of marketing service as compared to the marketing of goods,
thus led to the development of SERQUAL model that has been one of the marketing theories.
The service marketing thus forms the basis of customer experience journey to the integrated
customer experience.
In 1990s relationship marketing was developed majorly between business enterprise,
however later gained an increase between business and customer, and has been extensively tested
with customer markets. The major elements that have been included in the relationship
marketing include trust, switching cost, and commitment and association quality among many
others. Therefore, relationship marketing has significantly contributed to the understanding of
the client’s experience through sentiments and insights that are correlated with experience.
Customer relationship management
According to Xavier, (2015) relationship marketing resulted in stronger value extraction:
customer relationship marketing that aimed at building a strong long-term relationship between
organization and customers. Al-Dmour, Ali & Al-Dmour (2019) state that long term and strong