162210 20251017144612.0 doi 10.1016/j.jretai.2025.05.004 sideral 144773 ART-2025-144773 eng Gao, Lily (Xuehui) The role of customer experience dimensions in expanding customer–firm relationships: A customer expansion journey approach 2025 Access copy available to the general public Unrestricted Expansion of customer–firm relationships has become crucial for firms to ensure survival and growth. However, siloed management of multiple expansion behaviors represents the dominant approach in academic research and business practice. This study advocates an expansion as a journey approach, where the customer expansion process is modeled through a customer expansion journey comprising a number of states that can be inferred from customer expansion behavioral manifestations and that represent varying intensities in the interdependencies and ties between the customer and the firm. In addition, we adopt a multidimensional view of the customer experience and investigate the roles of the various experience dimensions (i.e., recency, peak, trend, and fluctuation) in determining consumers’ upward and downward movements along the expansion journey at different rates. Using a uniquely rich dataset in the Spanish telecom market for a representative sample of 12,496 customers over four years, and applying advanced hidden Markov modeling techniques, we provide an empirical illustration of the proposed framework. We derive novel theoretical and practical insights into the multifaceted and dynamic customer expansion process, its underlying states, and the role of customer experience dimensions in the transitions across states. info:eu-repo/grantAgreement/ES/AEI/PID2023-148215-100 info:eu-repo/grantAgreement/ES/DGA/S54-23R info:eu-repo/grantAgreement/ES/MICINN/PID2020-114874GB-I00 info:eu-repo/grantAgreement/EUR/MICINN/TED2021-130861A-I00 info:eu-repo/semantics/openAccess by https://creativecommons.org/licenses/by/4.0/deed.es info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Melero-Polo, Iguácel Universidad de Zaragoza (orcid)0000-0002-2620-0639 Sese, F. Javier Universidad de Zaragoza (orcid)0000-0001-5321-8052 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados (2025), 25 pp. J. retail. JOURNAL OF RETAILING 0022-4359 1804487 http://zaguan.unizar.es/record/162210/files/texto_completo.pdf Versión publicada 1969745 http://zaguan.unizar.es/record/162210/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:162210 articulos driver 2025-10-17-14:18:05 ARTICLE