Big Data

Chapter 16 Enhanced Customer Experience through Reasoned Big Data Analytics Strategies

Tareq Rasul

Rhodora Abadia

Ashfaq Ahmad

Introduction

The term customer experience was first coined by Holbrook and Hirschman (1982) and refers to a “subjective state of consciousness” that takes customers’ cognitive and behavioral processes into account. Later, Gronroos (1988) simplified the concept of customer experience (CX) by stating that customer experience is a phenomenon that forms in them depending on their perception of service quality when they interact with sellers at different stages of the buying process. From the marketing perspective, CX considers customers’ every encounter with an organization that includes the prepurchase, consumption, ...