Abstract
Retailers, such as Starbucks and Victoria's Secret, aim to provide customers a great experience across channels. In this paper we provide an overview of the existing literature on customer experience and expand on it to examine the creation of a customer experience from a holistic perspective. We propose a conceptual model, in which we discuss the determinants of customer experience. We explicitly take a dynamic view, in which we argue that prior customer experiences will influence future customer experiences. We discuss the importance of the social environment, self-service technologies and the store brand. Customer experience management is also approached from a strategic perspective by focusing on issues such as how and to what extent an experience-based business can create growth. In each of these areas, we identify and discuss important issues worthy of further research.
Original language | English (US) |
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Pages (from-to) | 31-41 |
Number of pages | 11 |
Journal | Journal of Retailing |
Volume | 85 |
Issue number | 1 |
DOIs | |
State | Published - Mar 2009 |
Keywords
- Management strategies
- Retail branding
- Self-service
- Social Environment
ASJC Scopus subject areas
- Marketing