Towards a circumplex typology of customer service experience management practices: a dyadic perspective

Purpose The purpose of this study is to identify the practices used by service providers manage customer experience (CSE) across multiple phases journey in a business-to-business (B2B) setting. Design/methodology/approach This comprises an ethnography that investigates real time, from dyadic perspective, and CSE management at two operating knowledge-intensive industries over period eight months. Analytically, concentrates on critical events occurred some way alter CSE, thus making it necessary for act keep their customers satisfied. Findings uncovers four types provider vary based mode organization (ad hoc or regular) engagement (reactive proactive) whether they restore bolster including recurrence these journey. These are conveniently presented circumplex typology five Research limitations/implications paper advances research throughout B2B context showing dynamic, recurrent multifaceted sense requires different modes engagement, notably during interaction with customers, Practical implications acts as tool providers, helping them redesign ongoing dialogical processes more engaged Originality/value first infuse stance into discussion B2B, which studies date have deployed only perspectives. In proposing microlevel view, identifies providers' phases, especially when situation becomes critical.