Summary
Summary W2 - Understanding customer experience throughout the customer journey
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Marketing Management notes week 2
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Lemon & Verhoef. 2016. Understanding customer experience throughout the customerjourney.
This study aims to bring together the existing research on customer experience,
understand its origins, and identify the gaps in our understanding
Contribution
o Develop a stronger understanding of customer experience
Literature on customer experience
o Schmitt (1999) identifies 5 types of experiences: sensory (sense), affective
(feel), cognitive (think), physical (act), and social–identity (relate)
experiences.
o Levy and Kumar (2009) suggest that customer experience can be categorized
along the lines of retail mix (e.g. price, experience, promotion experience).
o De Keyser et al. (2015) describe customer experience as “comprised of the
cognitive, emotional, physical, sensorial, spiritual and social elements that
mark the customer’s direct or indirect interaction with (an)other market
actor(s)”
o McCarthy and Wright (2004) identify the four threads of experience – sensual,
emotional, compositional and spatio-temporal.
The paper concludes that customer experience is a “multidimensional construct
focusing on a customer’s cognitive, emotional, behavioral, sensorial and social
responses to a firm’s offerings during the customer’s entire purchase journey”
Contributions to customer experience research
o Customer buying behavior process models – models suggesting how
advertising works
Horward and Sheth’s (1969) model
Lavidge and Streiner’s (1961) Attention-Interest-Desired-Action
(AIDA) model
In business-to-business marketing, Webster and Wind (1972) discussed
the buying process of business consumers and the role of the buying
item – see also theory of business buying behavior (Sheth, 1973)
These models provide the foundation for thinking holistically of the
customer purchase journey, which is today defined as “the process
the consumer goes through, across all stages and touchpoints, which
makes up the customer experience”
o Customer satisfaction and loyalty
Customer satisfaction results from comparing the firm’s actual
performance and the customer’s expectation
Researches measure customer satisfaction with focused measurement,
or extensive measurements including customer emotions.
It contributes to our understanding of customer experience and
provides the basis for its measurement
o Service quality
Parasuraman, Zeithaml and Berry’s (1988) SERVQUAL model
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