Comparative Analysis of Attributions From Customer Experiences and Journeys

Abstract

This study developed a Comparative Analysis of Attributions method to explore sensemaking after customer experiences and journeys. Its foundation rests on the constructs of attribution theory by which actors make sense of the causes of events. Customer experiences and journeys involve both consumers and the firm’s employees interacting at touchpoints in a value co-creation attempt; each actor then makes attributions about the exchange experience. The qualitative inquiry compared attributions across actors after value co-creation (co-destruction) in a banking services context during the financial crisis. This showed how misunderstandings of one’s own and others’ sensemaking attributions can affect value co-creation during the customer experience and journey. The analysis thus offered managerially actionable information. Marketers may then improve internal and external messaging, touchpoints, and operations for better customer journeys. Academic researchers may use this method to map the continuum of attributional biases, errors, and styles across actors, industries, and contexts.