This study explores the lived phenomenon of customer experience (CX) across the customer decision journey of two divergent segments of customers in a naturalistic environment. Specifically, the study focusses on understanding the similarities and differences with respect to—(a) dimensions of CX, (b) consequences of CX, (c) moderators of CX, and (d) situating CX in customer decision journey. The findings are in congruence with the various theories from cognitive psychology, environmental psychology, and economic geography. The findings contribute to existing research that is primarily focussed on conceptualizing and measuring CX by providing an in-depth analysis of its formation for these two customer segments. Managers can utilize the findings to identify these touchpoints that lead to relevant customer responses. In all, the propositions drawn from the study findings are assimilated in the theoretical framework that adds to the nascent research on CX and customer decision journey.

这项研究探索了自然主义环境中两个不同客户群体的客户决策过程中的客户体验（CX）现象。具体而言，研究重点在于了解以下方面的异同：（a）CX的维度，（b）CX的后果，（c）CX的主持人，以及（d）CX在客户决策过程中的定位。这些发现与认知心理学，环境心理学和经济地理学等各种理论相吻合。这些发现有助于现有研究的开展，该研究主要通过对这两个客户群的形成进行深入分析，从而重点关注概念化和度量CX。经理们可以利用调查结果来识别导致相关客户响应的这些接触点。在所有，