## 2 Background
### Customer Experience  
The customer experience (CX) is a concept that encompasses UX. Several articles exist that explain this concept from different perspectives, which shows the interest of scholars in this concept. The CXis a broad concept that encompasses both customers and companies and includes the physical and emotional experiences of customers when interacting with products, systems, and services. This occurs during all of the stages experienced by the customer [11]. The CX is a subjective concept because it involves the opinions of the customers until the post-consumption stage [12; 13; 14; 15].  
To better understand the role of the CX, all of the stages experienced by the customer need to be considered, in addition to the different types of experiences that accompany the interactions with a service provider at different touchpoints [16; 17]. These stages and types of experiences constitute what is known as the customer's lifecycle, which is made up of four phases [18; 19; 20]:  
* Acquisition phase: This begins when the customer feels the need to purchase a new product/service. The customer evaluates all of the options available and evaluates which best meets his needs.
* Loyalty phase: This is the maximum value that is reached when the product or service is used. The customer is fully aware of the product purchased and its brand. This awareness manifests itself through the continuous purchases of a brand, product, or service, thus establishing an emotional bond between the customer and company.
* Reactivation phase: This occurs when the customer decreases the intensity of use of the product or service, which leads to distancing the customer from the brand. During this phase, customers can be attracted to the competition.
* Winning back phase: This is the process of reconquering users who used to be customers. The main objective is to generate value for the former customer through actions that the company considers relevant.  
Because CX is a broad concept, it is necessary to specify the dimensions required to delve into this topic. Various dimensions exist, each of which is designed to explain a specific context. For this article we consider the dimensions proposed by [PERSON] et al. [21] in the retail area:  
* Sensorial component: Focused on stimulating or affecting the senses (that is, sight, hearing, touch, taste, and smell) to awaken various sensations in people. A good example of this component is the Lush store.
* Emotional component: Involves the affective system, which generates moods, feelings, and emotions in people. A good example is the Kinder Surprise.
* Cognitive component: Involves the mental processes of a person, in addition to conscious thoughts. A good example is the Barbie doll.
* Pragmatic component: This occurs when a person undertakes a practical act. This component includes the concept of usability, which covers all stages of the product life cycle.
* Lifestyle component: Relates to the values and beliefs of people through the adoption of lifestyles and behaviors. A good example is the consumption of products without a logo.
* Relational component: Involves a person, beyond their social context, their relationship with others, or their ideal self. A good example of this is haute future products.