Title: A model for understanding the customer experience landscape from business-to-business context: theorisation from the journey of Indian service technology firms

Authors: Krishanu Bhattacharyya; Bikash Ranjan Debata; Rajeev Verma

Addresses: Department of Management, Jain University, Bangalore, India ' Ramaiah Institute of Management (MSRIM), Bengaluru, India ' Faculty of Marketing, Indian Institute of Management, Ranchi, India

Abstract: Customer experience (CX) refers to the overall holistic perception of the brand in the mind of the customers. According to reputed research firm IDC, the spending in CX grew approximately from $550 billion in 2019 to $640 billion by 2022 (Ross, 2019). Even in 2023, majority of the companies are expected to spend higher amount in CX related spent by an average of 24% compared to last year (Gareiss, 2022). However, the recent hype cycle report from Gartner has highlighted the fact that the priorities for CX landscape are changing drastically (Davis, 2022). This paper adopts a focus group methodology and studies the concept, barriers and opportunities of CX in the B2B context of Indian service technology firms. The findings of this paper reveal that usage of right form of data clubbed with technology enablers can aid towards the positive CX experience.

Keywords: customer experience; CX; B2B customer experience; CX process; B2B marketing; CX in B2B context; case study; qualitative research; Gioia methodology; focus group discussion.

DOI: 10.1504/IJIMA.2025.144190

International Journal of Internet Marketing and Advertising, 2025 Vol.22 No.1, pp.51 - 71

Received: 29 Oct 2022
Accepted: 27 Jun 2023
Published online: 31 Jan 2025 *

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