Customer Experience Creation: Determinants, Dynamics and Management Strategies

Peter C. Verhoef, Katherine N. Lemon, Ananthanarayanan Parasuraman, Anne Roggeveen, Michael Tsiros, Leonard A. Schlesinger

Research output: Contribution to journalArticle

880 Citations (Scopus)

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 languageEnglish (US)
Pages (from-to)31-41
Number of pages11
JournalJournal of Retailing
Volume85
Issue number1
DOIs
StatePublished - Mar 2009

Fingerprint

Customer experience
Management strategy
Dynamic strategy
Self-service technology
Social environment
Retailers
Store brands
Conceptual model

Keywords

  • Management strategies
  • Retail branding
  • Self-service
  • Social Environment

ASJC Scopus subject areas

  • Marketing

Cite this

Customer Experience Creation : Determinants, Dynamics and Management Strategies. / Verhoef, Peter C.; Lemon, Katherine N.; Parasuraman, Ananthanarayanan; Roggeveen, Anne; Tsiros, Michael; Schlesinger, Leonard A.

In: Journal of Retailing, Vol. 85, No. 1, 03.2009, p. 31-41.

Research output: Contribution to journalArticle

Verhoef, Peter C. ; Lemon, Katherine N. ; Parasuraman, Ananthanarayanan ; Roggeveen, Anne ; Tsiros, Michael ; Schlesinger, Leonard A. / Customer Experience Creation : Determinants, Dynamics and Management Strategies. In: Journal of Retailing. 2009 ; Vol. 85, No. 1. pp. 31-41.
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