Purpose

This article proposes a new theoretical background against which to measure customer experience for omnichannel service deliveries and communications based on the concept of proximity. This represents a first step in developing a new measurement approach for omnichannel customer experience.

Design/methodology/approach

The methodological approach is based on literature review and theory development. Various streams of literature are integrated on the basis of their interactionist nature (service logic, psychological distance theory, and omnichannel customer experience literature), and theory is developed based thereon.

Findings

Successful omnichannel service deliveries and communications should build proximity with the customer during interactions at the different touchpoints. Proximity represents the value-in-use for the customer, who is coproducer of value at each interaction. Proximity can be applied to all touchpoints, thus strengthening seamlessness for omnichannel service deliveries and communications.

Originality/value

This research advances knowledge by integrating the concepts of omnichannel and proximity under the lenses of service logic. The author proposes a new theoretical background for the measurement of omnichannel customer experience that contributes to the literature. In modern omnichannel service deliveries and communications, a measurement approach based on proximity fulfills the need to reconcile customer experiences at both remote and physical touchpoints for a holistic and coherent customer experience. Use of the four proximity dimensions (social, temporal, spatial, and hypothetical) gives flexibility to managers to build proximity across remote and physical touchpoints in different industries.

中文翻译：

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接近度在全渠道客户体验中的作用：服务逻辑视角

目的

本文提出了一个新的理论背景，基于邻近概念来衡量全渠道服务交付和通信的客户体验。这是为全渠道客户体验开发新测量方法的第一步。

设计/方法/方法

方法论方法基于文献回顾和理论发展。各种文献基于其交互主义性质（服务逻辑、心理距离理论、全渠道客户体验文献）进行整合，并在此基础上发展理论。

发现

成功的全渠道服务交付和沟通应在不同接触点的交互过程中与客户建立亲密关系。接近度代表客户的使用价值，客户是每次交互的价值共同生产者。接近可以应用于所有接触点，从而加强全渠道服务交付和通信的无缝性。

原创性/价值

这项研究通过在服务逻辑的视角下整合全渠道和接近的概念来推进知识。作者提出了一个新的理论背景来衡量全渠道客户体验，这有助于文献。在现代全渠道服务交付和通信中，基于接近度的测量方法满足了协调远程和物理接触点的客户体验的需求，以获得整体和连贯的客户体验。使用四个邻近维度（社交、时间、空间和假设）为管理人员提供了在不同行业的远程和物理接触点之间建立邻近性的灵活性。