The Social Dimension of Customer Experience

The research distinguishes between individual and shared experiences and advances the understanding of the social dimension of customer experience in the context of the arts. Building on the extant C2C literature, but also the experience literature within the cultural research and social sciences, this research integrates experience perspectives of marketing and cultural studies. The paper contributes to the customer experience research by highlighting the social mechanisms of customer experience and provides a foundation for developing the conceptual and empirical understanding of shared C2C experiences. The paper shifts the focus of customer experience as an existential-phenomenological phenomenon to a social phenomenon.Peer reviewe