Business & Management Studies

Abstract

Relationship among expectations, (dis)satisfaction and customer experience is analysed in the scientific literature, but academic discussions tend to reserve a view on customer experience mostly regarding the influence of these elements. To expand understanding of customer experience, analysis of a broader picture becomes significant. This study aims to propose a conceptual framework connecting brand communication and customer experience. As a result, the proposed conceptual framework outlines the relationship among brand communication, expectations, the emotional state experienced during the consumption, (dis)satisfaction and customer experience. The outcome also reveals the degree of control of these elements in the process of customer experience formation, highlights where brands can take action to influence customer experience