Defining customer experiential knowledge and its dimensions: a conceptualization starting from a netnographic study of specialty coffee blogs

Abstract

Purpose This paper aims to develop a theoretical framework for the conceptualization of customer experiential knowledge (CEK) by logically combining its different dimensions into one coherent explanatory concept. Drawing on the integration of the literature on customer experience, customer knowledge management and customer insights acquisition, supported by adequate empirical evidence, the framework provides a systematic, comprehensive and accurate understanding of CEK which, could contribute to the identification of relevant customer experience insights useful for customer knowledge management. Design/methodology/approach The analysis follows an inductive/deductive interpretative approach and it is based on a netnography of specialty coffee bloggers’ narratives in relation to their sustainability practices. Findings The paper identifies the following six types of CEK: normative, subcultural, epicurean, transcendental, subcultural and symbolic. Accordingly, CEK is defined as the knowledge tacitly possessed by customers in relation to how they live their consumption experiences according to a body of heterogeneous socio-cultural contextual factors (ethos, norms and symbols) and subjective influences (emotions, ingenuity, instincts and senses) deeply embedded into the narrative of a consumption experience. Originality/value While CEK has been largely observed and acknowledged, it has not been yet adequately addressed by existing research. The provision of a conceptual definition of CEK which emphasizes its different dimensions will be of use to both academics and practitioners to better identify and categorize the different manifestations of CEK when undertaking empirical observations or managerial decisions.

An exploratory study of the experiencescape dimensions and customer revisit intentions for specialty urban coffee shops

“…First, these venues should consider ways to incorporate business-to-customer interactions for those who are unable to access the location physically due to geographical or health reasons. Opportunities to run digital workshops that could be classified as coffee chats or classes could be beneficial in extending the boundaries of the experiencescape to online audiences, as advocated by (Ietto et al, 2021). Another avenue for the specialty urban coffee shops is to explore new product lines such as shampoo, soap, or apparel to diversify their business models and create brand extensions (Cotter and Valentinsson, 2018).…”

“…First, these venues should consider ways to incorporate business-to-customer interactions for those who are unable to access the location physically due to geographical or health reasons. Opportunities to run digital workshops that could be classified as coffee chats or classes could be beneficial in extending the boundaries of the experiencescape to online audiences, as advocated by (Ietto et al. , 2021).…”