Le Thomas, Sandrine2022-07-272022-07-272021http://hdl.handle.net/20.500.12127/7077Practitioners increasingly recognize the impact of delivering better customer experiences in B2B markets. However, and despite the significance of CX in B2C marketing, there is a lack of understanding of CX and its management (CX(M)) in B2B marketing. Given its growing importance in B2B markets, it is key to develop a conceptual foundation for characterizing CX in these markets. Based on an extensive literature search, we select 44 papers that provide additional insight in B2B CX(M). Nevertheless, a conceptual study on B2B CX is still lacking. We integrate the CX(M) literature and the B2B marketing literature to theoretically adapt a recent and holistic CX framework, extending and deepening its components, and illustrate it by means of preliminary case study insight. This B2B CX framework can help scholars and practitioners to better understand and manage CX in B2B markets.enB2B Customer Experience214463