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Selected example excerpts related to the concept of society and culture (C6, C7).

Selected example excerpts related to the concept of society and culture (C6, C7).

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Purpose of the article: The purpose of this article is to identify the role the customer experience plays in the transformation of the customer and to develop a theory that brings together related concepts in order to position the phenomenon of customer experience in the macromarketing context.Methodology/methods: The grounded theory development ap...