“ The Customer Experience originates from a set of interactions between a customer and a product, a company, or part of its organization,
which provoke a reaction.
This experience is strictly personal and implies the customer’s involvement at different levels (rational, emotional, sensorial, physical and spiritual. Its evaluation depends on the comparison between a customer’s expectations and the stimuli coming from the interaction with the company [brand, product/services] and its offering in orrespondence of the different moments of contact or touch-points“
(Gentile, Spiller, Noci; 2007)