Embodied knowledge in customer experience: reflections on yoga

ABSTRACT This article focuses on embodied knowledge in customer experience. The study draws from literature on embodiment within sociology, consumption, organizational, and management studies, where the active and skillful role of the human body is acknowledged. Based on an autoethnographic study of online and offline yoga services, I identify five dimensions representing how the knowing body enables customer experiences to evolve: knowing the body as situational, physical, social, affective, and transformative. The embodied approach advances current customer-dominant logic studies within service research by highlighting how the active, holistic involvement of the human body allows the customer to engage in the experience.