ABSTRACT

This article focuses on embodied knowledge in customer experience. The study draws from literature on embodiment within sociology, consumption, organizational, and management studies, where the active and skillful role of the human body is acknowledged. Based on an autoethnographic study of online and offline yoga services, I identify five dimensions representing how the knowing body enables customer experiences to evolve: knowing the body as situational, physical, social, affective, and transformative. The embodied approach advances current customer-dominant logic studies within service research by highlighting how the active, holistic involvement of the human body allows the customer to engage in the experience.

摘要

本文侧重于客户体验中的具体知识。该研究借鉴了社会学、消费、组织和管理研究中关于体现的文献，其中承认人体的积极和熟练的作用。基于对在线和离线瑜伽服务的自我民族志研究，我确定了五个维度来代表认知身体如何使客户体验发展：认知身体是情境、身体、社交、情感和变革性的。体现的方法通过强调人体的积极、整体参与如何使客户参与体验，从而推进了服务研究中当前以客户为主导的逻辑研究。