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Understanding the B2B customer experience and journey : A convergence-based lens

Author

Listed:
  • Arne de Keyser

    (EDHEC - EDHEC Business School - UCL - Université catholique de Lille)

  • Paolo Antonetti

    (EDHEC - EDHEC Business School - UCL - Université catholique de Lille)

  • Maria Rouziou

    (Texas A&M University [College Station])

  • Mathieu Béal

    (EM - EMLyon Business School)

  • Zih-Hsiang Wang

    (HEC Montréal - HEC Montréal)

  • Yany Grégoire

    (HEC Montréal - HEC Montréal)

  • Bruno Lussier

    (HEC Montréal - HEC Montréal)

Abstract

This article advances our understanding of Business-to-Business (B2B) Customer Experience (CX) and the B2B Customer Journey (CJ) by introducing a convergence-based theoretical lens. This perspective highlights how psychological and operational convergence shape B2B CX and CJ by (1) aligning CX across multiple levels (individual, team, organization) within the buyer organization and (2) facilitating interactions between the buyer and seller organizations across the CJ. The authors offer six core insights that enrich CX and CJ theory, form the basis for actionable managerial recommendations, and inform a future research agenda to address ongoing complexities and challenges in B2B settings.

Suggested Citation

  • Arne de Keyser & Paolo Antonetti & Maria Rouziou & Mathieu Béal & Zih-Hsiang Wang & Yany Grégoire & Bruno Lussier, 2025. "Understanding the B2B customer experience and journey : A convergence-based lens," Post-Print hal-05098375, HAL.
    • Handle: RePEc:hal:journl:hal-05098375
    DOI: 10.1016/j.jbusres.2025.115481
    Note: View the original document on HAL open archive server: https://hal.science/hal-05098375v1
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    References listed on IDEAS

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