Publication

Understanding Customer Experience Throughout the Customer Journey

Lemon, K. N. & Verhoef, P. C., Nov-2016, In : Journal of Marketing. 80, 6, p. 69-96 28 p.

Research output: Contribution to journalArticleAcademicpeer-review

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  • Understanding Customer Experience Throughout the Customer Journey

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DOI

Understanding customer experience and the customer journey over time is critical for firms. Customers now interact with firms through myriad touch points in multiple channels and media, and customer experiences are more social in nature. These changes require firms to integrate multiple business functions, and even external partners, in creating and delivering positive customer experiences. In this article, the authors aim to develop a stronger understanding of customer experience and the customer journey in this era of increasingly complex customer behavior. To achieve this goal, they examine existing definitions and conceptualizations of customer experience as a construct and provide a historical perspective of the roots of customer experience within marketing. Next, they attempt to bring together what is currently known about customer experience, customer journeys, and customer experience management. Finally, they identify critical areas for future research on this important topic.

Original languageEnglish
Pages (from-to)69-96
Number of pages28
JournalJournal of Marketing
Volume80
Issue number6
Publication statusPublished - Nov-2016
EventMSI Conference - Newton, Morocco
Duration: 30-Jul-201531-Jul-2015

Event

MSI Conference

30/07/201531/07/2015

Newton, Morocco

Event: Conference

    Keywords

  • customer experience, customer journey, marketing strategy, customer experience management, touch points, MULTIPLE-ITEM SCALE, WORD-OF-MOUTH, SERVICE QUALITY, RELATIONSHIP MANAGEMENT, CONSUMER PERCEPTIONS, RESEARCH DIRECTIONS, MARKETING-STRATEGY, CURRENT KNOWLEDGE, DYNAMIC-MODEL, SATISFACTION

ID: 37678742