Customer ecosystems: exploring how ecosystem actors shape customer experience

Purpose This study aims to characterize how ecosystem actors shape customer experience (CX). The also proposes implications for managers and research regarding the ecosystem, its actor constellations in context of CXs. Design/methodology/approach A qualitative is conducted among activity tracker users identify within their ecosystems Data include 28 in-depth interviews ten self-reported diaries. Findings delineates six categories shaping CX beyond service. number importance focal various form individual-, brand- socially driven ecosystems. These types show combine drive Research limitations/implications Researchers should shift attention experiences emerging customer’s lifeworld. highlights customer-centered configuration emergent It self-constructed based on reference point. Practical Managers aim locate, monitor join lifeworld gain more insight into CXs emerge logic. Social Customers are not isolated simply experiencing service; rather, they construct idiosyncratic that providers, social groups peers. Originality/value paper extends theory by illustrating forming