Details

Autor(en) / Beteiligte

• Lemon, Katherine N.
• Verhoef, Peter C.

Titel

Understanding Customer Experience Throughout the Customer Journey

Ist Teil von

• Journal of marketing, 2016-11, Vol.80 (6), p.69-96

Ort / Verlag

Los Angeles, CA: American Marketing Association

Erscheinungsjahr

2016

Link zum Volltext

Quelle

EBSCOhost Business Source Ultimate

Beschreibungen/Notizen

• 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.