Qu Xiao

Jun 21, 2024 | mdpi.com | Hui Liu |Qu Xiao |Hua Wang

1. IntroductionPrevious studies have commonly described customer experience as a complex, multidimensional, and uncertain concept [,,]. Academics and practitioners alike have sought to define and understand this elusive construct over the past few decades. Earlier studies characterized customer experience either as a product attribute or as an independent product [,].