Customer experience has received dramatic attention from researchers and practitioners alike during the last decade. This comes at a time when increasing number of businesses are based on access-based services (ABS). However, ABS are different from traditional services due to their triadic structure, with differentiated roles and responsibilities between ABS firms and independent, profit-maximizing service providers. Existing frameworks of customer experience, which focus mainly on dyadic firm-customer encounters, are insufficient to understand the scope of customer experience in ABS settings. A framework for customer experience in ABS will help businesses better align their strategies to improve customer experience. In this paper, I provide a characterization of ABS. I use this to develop a novel framework and identify the value creation elements of customer experience in ABS. Finally, I present a set of broad research questions and illustrative propositions for future research.
Customer Experience in Access-Based Services: a Conceptual Framework and Implications for Research