Understanding the B2B customer experience and journey: A convergence-based lens

Abstract

This article advances our understanding of Business-to-Business (B2B) Customer Experience (CX) and the B2B Customer Journey (CJ) by introducing a convergence-based theoretical lens. This perspective highlights how psychological and operational convergence shape B2B CX and CJ by (1) aligning CX across multiple levels (individual, team, organization) within the buyer organization and (2) facilitating interactions between the buyer and seller organizations across the CJ. The authors offer six core insights that enrich CX and CJ theory, form the basis for actionable managerial recommendations, and inform a future research agenda to address ongoing complexities and challenges in B2B settings.

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