Customer Experience Creation

Journal of Retailing 85 (1, 2009) 31–41

Customer Experience Creation: Determinants, Dynamics and Management Strategies
Peter C. Verhoef a,∗ , Katherine N. Lemon b , A. Parasuraman c , Anne Roggeveen d , Michael Tsiros c , Leonard A. Schlesinger d b a University of Groningen, Faculty of Economics and Business, P.O. Box 800, NL-9700 AV Groningen, The Netherlands 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

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. © 2008 New York University. Published by Elsevier Inc. All rights reserved.
Keywords: Self-service; Management strategies; Retail branding; Social Environment

Introduction Creating superior customer experience seems to be one of the central objectives in today’s retailing environments. Retailers around the globe have embraced the concept of customer experience management, with many incorporating the notion

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