Defining customer experiential knowledge and its dimensions: a conceptualization starting from a netnographic study of specialty coffee blogs

Beatrice Ietto,Gian Luca Gregori,Federica Pascucci

doi:10.1108/jkm-12-2020-0910

Beatrice Ietto, Gian Luca Gregori + Show 1 more

Open Access

https://doi.org/10.1108/jkm-12-2020-0910

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Abstract

PurposeThis paper aims to develop a theoretical framework for the conceptualization of customer experiential knowledge (CEK) by logically combining its different dimensions into one coherent explanatory concept. Drawing on the integration of the literature on customer experience, customer knowledge management and customer insights acquisition, supported by adequate empirical evidence, the framework provides a systematic, comprehensive and accurate understanding of CEK which, could contribute to the identification of relevant customer experience insights useful for customer knowledge management.Design/methodology/approachThe analysis follows an inductive/deductive interpretative approach and it is based on a netnography of specialty coffee bloggers’ narratives in relation to their sustainability practices.FindingsThe paper identifies the following six types of CEK: normative, subcultural, epicurean, transcendental, subcultural and symbolic. Accordingly, CEK is defined as the knowledge tacitly possessed by customers in relation to how they live their consumption experiences according to a body of heterogeneous socio-cultural contextual factors (ethos, norms and symbols) and subjective influences (emotions, ingenuity, instincts and senses) deeply embedded into the narrative of a consumption experience.Originality/valueWhile CEK has been largely observed and acknowledged, it has not been yet adequately addressed by existing research. The provision of a conceptual definition of CEK which emphasizes its different dimensions will be of use to both academics and practitioners to better identify and categorize the different manifestations of CEK when undertaking empirical observations or managerial decisions.

Highlights

Today, customer knowledge is recognized as the most important enhancer of a firm’s competitive performance and customers the most significant source of knowledge (Fiano et al, 2020; Taghizadeh et al, 2018)
By addressing the above questions, the paper contributes to knowledge management studies through the provision of an empirically based conceptualization of customer experiential knowledge (CEK) which will be of use to both academics and practitioners for systematic identification and analysis of the different manifestations of CEK
Considering that consumption experiences have become a key antecedent of a firm’s competitive advantage, the presented framework becomes essential for knowledge management studies

Summary

Introduction

Customer knowledge is recognized as the most important enhancer of a firm’s competitive performance and customers the most significant source of knowledge (Fiano et al, 2020; Taghizadeh et al, 2018). While most firms like to define themselves as customer-driven, the majority still struggles to effectively implement a customer focus (Zhang, 2011). A customer focus can be achieved through the acquisition of a comprehensive multidimensional understanding of customers, including product usage, preferences and needs, as well as information about the actual consumption experiences (CX) Federica Pascuccib and Gian Luca Gregori are both based at the Department of Management, Faculty of Economics Giorgio Fua, Universita Politecnica delle Marche, Ancona, Italy. © Beatrice ietto, Federica Pascucci and Gian Luca Gregori. The full terms of this licence may be seen at http:// creativecommons.org/licences/ by/4.0/legalcode

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