Your customers’ perceptions and evaluations of customer experience often
develop over a series of interaction, purchasing, and consumption
episodes with your firm. Most services require customers to engage with a
firm multiple times over an extended period of time (Klaus & Maklan
2013). These experiences are dynamic in nature, and managers need to
understand how the customers’ needs change as the interactions with the
firm progress. To understand the underlying triggers of these changes is
even more significant to the firm given the importance of increasing
customer retention and loyalty and building long-term profitable
relationships with their customers.
As these customer experience episodes increase over time, marketers need
to understand what attributes of these interactions drive the desirable
customer behavior at the different stages of the relationship with
their respective customer (Klaus & Maklan 2011).
In a longitudinal global study, covering multiple contexts and
industries Prof. Dr. Phil Klaus, Professor of Customer Experience and
Marketing Strategy at ESCE International Business School, not only
explores these stages, but, more importantly, investigates how they
influence customer behavior.