Embodied interaction in customer experience: a phenomenological study of group fitness

Abstract

The purpose of this study is to analyse the role of embodied interaction in customer experience (CX) in the group fitness context. CX is defined as (i) an actor’s subjective response to or interpretation of a firm’s offerings during the entire customer journey (ii) through the experience of all senses (iii) when involved in interactions with other actors and the environment (iv) that result in cognitive, emotional, sensorial and behavioural responses. This study extends the existing understanding on CX by bringing the living and breathing body to its core. The study’s interpretive analysis uses 20 interviews, as well as autoethnographic understandings. By adopting script theory as an analytical framework, the paper identifies eight themes within the categories of interpersonal and intrapsychic scripts. As a result, this study extends the conceptualisation of CX by addressing embodied interaction and brings script theory as an analytical framework to marketing and CX research.