An Empirical Study on Digital and Total Customer Experience in Predicting Business-to-Business Customer Engagement

This study investigates the relationships between digital and total customer experiences in predicting future customer engagement within B2B professional services. It examines the role of customer experiences from digital and interpersonal interactions, exploring their mediation and moderation effects in driving customer engagement. Key findings highlight the interplay between touchpoints and the importance of managing digital and interpersonal experiences effectively.