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Customer Experience Creation: Determinants, Dynamics and Management Strategies

Author

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

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.

Suggested Citation

  • Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    • Handle: RePEc:eee:jouret:v:85:y:2009:i:1:p:31-41
    DOI: 10.1016/j.jretai.2008.11.001
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