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Memoryscape: how managers can create lasting customer experiences

Memoryscape: how managers can create lasting customer experiences A detailed conceptualization of how service experiences are transformed into a memory and the circumstances surrounding a memorable experience is not available in the customer experience literature. This paper aims to address this gap using a multi-dimensional framework (memoryscape) to explain memory processes for service experiences.Design/methodology/approachThe paper integrates psychology research, and particularly autobiographical memory, within customer experience management.FindingsThe paper proposes a comprehensive, multi-dimensional framework (memoryscape) of memory and highlights managerial implications.Research limitations/implicationsMarketers have yet to fully understand the role of memory in service experience consumption. In today’s service-dominant economy, understanding more about the memoryscape should be a managerial and research priority.Practical implicationsThe authors present four managerial priorities for managing customer experience memories.Originality/valueThe authors assimilate theories and empirical research in psychology, particularly autobiographical memory, to propose an integrated conceptual framework of the service memory process (memoryscape), to provide insights for managers looking to create memorable customer experiences. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business Strategy Emerald Publishing

Memoryscape: how managers can create lasting customer experiences

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References (17)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0275-6668
eISSN
0275-6668
DOI
10.1108/jbs-02-2021-0031
Publisher site
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Abstract

A detailed conceptualization of how service experiences are transformed into a memory and the circumstances surrounding a memorable experience is not available in the customer experience literature. This paper aims to address this gap using a multi-dimensional framework (memoryscape) to explain memory processes for service experiences.Design/methodology/approachThe paper integrates psychology research, and particularly autobiographical memory, within customer experience management.FindingsThe paper proposes a comprehensive, multi-dimensional framework (memoryscape) of memory and highlights managerial implications.Research limitations/implicationsMarketers have yet to fully understand the role of memory in service experience consumption. In today’s service-dominant economy, understanding more about the memoryscape should be a managerial and research priority.Practical implicationsThe authors present four managerial priorities for managing customer experience memories.Originality/valueThe authors assimilate theories and empirical research in psychology, particularly autobiographical memory, to propose an integrated conceptual framework of the service memory process (memoryscape), to provide insights for managers looking to create memorable customer experiences.

Journal

Journal of Business Strategy – Emerald Publishing

Published: Oct 19, 2022

Keywords: Service experience memories; Memoryscape; Conceptual framework; Customer experiences; Memorable experiences; Customer memories

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