Customer Experience Creation: Determinants, Dynamics and Management Strategies

(with Peter Verhoef, Katherine Lemon, A. Parasuraman, and Michael Tsiros)


Journal of Retailing




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.



Recommended Citation

Verhoef, Peter, Katherine Lemon, A. Parasuraman, Anne Roggeveen, Michael Tsiros, and Leonard Schlesinger. 2009. “Customer Experience Creation: Determinants, Dynamics and Management Strategies.” Journal of Retailing 85, no. 1: 31-41.

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