Introduction
Customers increasingly look for tailored experiences from their interactions with any organization, at any point in time, through any channel (Grewal, Bart, Spann, & Zubcsek, 2016; Wedel & Kannan, 2016). While there are exceptions, a large majority of organizations struggle to cope with the new customer experience (CX)-driven customer reality (Harvard Business Review (HBR) Analytics Services, 2017). To date, CX research contributes to an understanding of CXs from three perspectives (e.g., Kranzbühler, Kleijnen, Morgan, & Teerling, 2017). A rational information processing perspective (Holbrook, 2006), an experiential perspective (Gentile, Spiller, & Noci, 2007; Klaus & Maklan, 2011) and a service...