Customer Experience Creation: Determinants, Dynamics and Management Strategies |
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Authors: | Peter C. Verhoef Katherine N. Lemon Anne Roggeveen Leonard A. Schlesinger |
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Affiliation: | a University of Groningen, Faculty of Economics and Business, P.O. Box 800, NL-9700 AV Groningen, The Netherlands b Boston College, Carroll School of Management, Fulton Hall 510, 140 Commonwealth Avenue, Chestnut Hill, MA 02467 United States c University of Miami, School of Business Administration, P.O. Box 24814, Coral Gables, FL 33124, United States d Babson College, 231 Forest Street, Wellesley, Massachusetts, United States |
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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. |
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Keywords: | Self-service Management strategies Retail branding Social Environment |
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