Customer Experience Management in Service-Dominant Industries

Abstract

Customer Experience Management (CEM) has emerged as a strategic priority in service-dominant industries where value creation is primarily driven by intangible interactions, relationships, and co-created experiences rather than tangible products. This study examines the role, structure, and impact of customer experience management in major service-dominant sectors including banking, healthcare, hospitality, telecommunications, and digital services. Using a quantitative survey-based research design with data collected from 460 service customers across India, this study applies structural equation modeling to analyze the relationship between experience touchpoints, service process quality, employee engagement, digital integration, and overall customer satisfaction and loyalty. The findings reveal that emotional engagement, service responsiveness, and digital convenience are the strongest predictors of perceived service experience quality. The research contributes to service-dominant logic literature by validating experience management as a core value-creation mechanism and provides actionable insights for service organizations seeking long-term customer equity and competitive advantage.