Sustainable Customer Experience: Bridging Theory and Practice
Sustainability and Customer Experience have been extensively developed independently in many countries by many researchers. Today, a new link is emerging between the two, yet it lacks a theoretical foundation. This chapter aims to highlight connections and gaps on which to build the new definition and framework of Sustainable Customer Experience (SCE). On the managerial side, this research is discovering that there are many initiatives applied by sustainable enterprises with the scope of stimulating an SCE. However, practitioners could understand that there are many other touch points where to improve their sustainable actions. To develop this chapter, we adopt a three-step research design: the first one is a structured literature review; the second is an analysis of 20 case studies; the third involves a customer-focused experiment.
We would like to thank Fondazione Cariverona and Fondazione Studi Universitari di Vicenza for their support of the research project on “Autenticazione alimentare a tutela del consumatore per uno sviluppo sostenibile e la promozione di una nutrizione globale” (approved by Fondazione Cariverona, Nov 7, 2016, Prot. N. 2016.U/3274 IST2251), from which the results reported in this chapter are extracted. We also would like to thank our universities and the Memorandum of Understanding between the University of Tennessee and the University of Verona (Rep. N. 1810/2014 Prot. N.30535 Tit. III/14) that enables the research collaboration of our team.
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