Customer ecosystems

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Lipkin , M & Heinonen , K 2022 , ' Customer ecosystems : exploring how ecosystem actors shape customer experience ' , Journal of Services Marketing , vol. 36 , no. 9 , pp. 1-17 .

Title: Customer ecosystems;
exploring how ecosystem actors shape customer experience
Author: Lipkin, Michaela; Heinonen, Kristina
Contributor: Hanken School of Economics, Marketing, Helsinki
Hanken School of Economics, Marketing, Helsinki
Belongs to series: Journal of Services Marketing
ISSN: 0887-6045
Abstract: Purpose This study aims to characterize how ecosystem actors shape customer experience (CX). The study also proposes implications for managers and research regarding the customer ecosystem, its actors and actor constellations in the context of CXs. Design/methodology/approach A qualitative study is conducted among activity tracker users to identify how actors within their ecosystems shape CXs. Data include 28 in-depth interviews and ten self-reported diaries. Findings This study delineates six actor categories in the customer ecosystem shaping CX within and beyond the service. The number of actors and their importance to the focal customer in various actor constellations form individual-, brand- and socially driven ecosystems. These customer ecosystem types show how actors combine to drive CXs. Research limitations/implications Researchers should shift their attention to experiences emerging in the customer’s lifeworld. A customer ecosystem highlights the customer-centered actor configuration emergent within the customer’s lifeworld. It is self-constructed based on the customer’s reference point. Practical implications Managers should aim to locate, monitor and join the customer’s lifeworld to gain more insight into how CXs emerge in the customer ecosystem based on customer logic. Social implications Customers are not isolated actors simply experiencing service; rather, they construct idiosyncratic actor constellations that include various providers, social groups and peers. Originality/value This paper extends the theory on CXs by illustrating how the various actors and actor constellations forming the customer ecosystem shape CXs.
Date: 2022-03-18
Subject: 512 Business and Management
customer experience
customer ecosystem
customer-dominant logic
actor constellation
2 - Hybrid open access publication channel
1 - Self archived
0- Ingen av författarna har en utländsk affiliation
1- Publicerad utomlands
0- Ingen affiliation med ett företag
AoS: Competition economics and service strategy - Service and customer-oriented management
SDG 3 - Good Health and Well-being
AACSB year

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