Customer 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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