Abstract
This conceptual paper advances the customer experiential knowledge management approach (CEKM) as an attempt to contribute to the marketing management theory. Hence, the challenge of this approach is to connect the customer knowledge management theory to that of customer service experience. First, we assert that the externalized customer experiential knowledge can be used in order to innovate in terms of an experiential strategy implementation. In this case, we focus on the innovation by experience offer creation which fits into the experiential marketing paradigm. Second, the current research relates the customer tacit knowledge theory and that of customer experience in order to deduce the customer experiential knowledge aspects. Third, a preliminary exploratory research regarding the well-being tourism field is presented in order to substantiate the research problem. A progressive literature review highlights respectively the managerial and theoretical gaps which support the proposition of a new concept labelled CEKMC (customer experiential knowledge management competence) by drawing upon the competence management theory. Finally, the CEKMC is integrated in a conceptual research framework that highlights its relationships with the absorptive capacity of organization and the experience innovation performance.