Customer experience

Customer experience before, during, and after the experience. The basic unit of customer experience can be described as the instant utility, which is influenced by sensory experiences, feelings, imaginations, and thoughts before, during, and after the experience.

Customer experience (CX) refers to the cognitive, emotional, sensory, and behavioral responses of a customer during all stages of interaction with a product or service, including pre-purchase, consumption, and post-purchase.

Different dimensions of customer experience include senses, emotions, feelings, perceptions, cognitive evaluations, involvement, memories, as well as spiritual components, and behavioral intentions. The pre-consumption anticipation experience can be described as the amount of pleasure or displeasure received from savoring future events, while the remembered experience is related to a recollection of memories about previous events and experiences of a product or service.

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