Customer Experience Creation: Determinants, Dynamics and Management Strategies

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

Research output: Contribution to journalArticlepeer-review

1381 Scopus citations


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
Issue number1
StatePublished - Mar 2009


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

ASJC Scopus subject areas

  • Marketing


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