عنوان مقاله [English]
Objective: Competitive advantage has always been a topic of discussion. Nowadays creating unique customer experience (CE) is the source for such advantages. The objective of this research is to propose an end-to-end CEM model to ensure sustainable competitive advantage. Reviewed models lack such comprehensiveness. Methodology: More than 30 books, 48 research papers, 15 internet papers and 25 CE models were scrutinized as related references out of more than 150 references. Finding: Theme analysis was applied. Resources were chosen in these topics: importance of CE, the process of CE formation, CE constructs, methods of CE measurement and CE assessment. Then, basic, organizing and global themes were extracted. Theme network and existing models’ typology analysis, in addition to RADAR logic and BSC tool, were adopted to draft the two-layered conceptual model, called “CEEM”. Conclution: The proposed model, in contarary to the existing ones, includes the complete cycle of CE prerequsites/enablers, the main process, and expected results. Additionally, to ensure sustainable success, learning, innovation and assessment are embedded during whole process lifecycle and are not merely limited to the results. The other findings include the outside-in design approach, digitalization of customer journey, and simultaneous qulatitave and quantitative assessment of the whole process.