This study focuses on the development of a customer experience ecosystem during a journey which is embedded in meso- and macro-layers. Using the critical incident technique, the author collected in-depth interview data from bank customers in Switzerland and Iran to empirically study this ecosystem, including customer–company interaction in the micro-layer and social context of the meso-layer. Moreover, in a macro-layer analysis, the Hofstede cultural dimension was employed to show the role of cultural context in this ecosystem. The findings indicate that customer experience in the pre-encounter stage is mostly shaped by customer past experience and social context rather than company touchpoint. The importance of these factors is different in the two cultural contexts. Although customer experience in the encounter stage is mainly the result of customer and company interactions, other people have a role in this stage and cultural differences between the two countries largely explain these differences. Moreover, in the post-encounter stage, customers in different cultural contexts use various factors to evaluate their experiences and the effects on their emotional and behavioral responses. The findings provide key managerial implications for national and international companies with respect to the role of multiple layers in customer experience management.

中文翻译：

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两种文化背景下的客户体验生态系统

这项研究的重点是在嵌入中间层和宏观层的过程中开发客户体验生态系统。作者使用关键事件技术，从瑞士和伊朗的银行客户那里收集了深入的采访数据，以实证研究此生态系统，包括微观层中客户与公司之间的互动以及中间层的社会环境。此外，在宏观层面的分析中，霍夫斯泰德的文化维度被用来展示文化背景在这个生态系统中的作用。调查结果表明，客户在遇到之前的经历主要取决于客户过去的经历和社交环境，而不是公司的接触点。在两种文化背景下，这些因素的重要性是不同的。尽管相遇阶段的客户体验主要是客户和公司互动的结果，但其他人在此阶段也发挥了作用，两国之间的文化差异在很大程度上解释了这些差异。此外，在遇到后阶段，处于不同文化背景中的客户会使用各种因素来评估他们的体验以及对他们的情感和行为反应的影响。调查结果为国家和国际公司在客户体验管理中多层角色方面的关键管理意义。不同文化背景下的客户使用各种因素来评估他们的体验以及对他们的情感和行为反应的影响。调查结果为国家和国际公司在客户体验管理中多层角色方面的关键管理意义。不同文化背景下的客户使用各种因素来评估他们的体验以及对他们的情感和行为反应的影响。调查结果为国家和国际公司在客户体验管理中多层角色方面的关键管理意义。