Experience as an academic object and managerial realities

Over the last forty years, the field of customer experience has been the focus of considerable research, highly diverse perspectives, and numerous managerial applications. Hybrid contexts combining both brick-and-mortar and digital experiential contexts explain this to some degree, so gaining a better understanding of what consumers experience during their customer journeys, as well as what firms and brands can or must manage, has become indispensable. Customer experience is not only a key to understanding the ind