Customer Experience Management Models: Perspectives from Environment, Psychology and Strategy

With ever-increasing competition, service providers seek to achieve a competitive advantage by aggressively designing, continuously innovating, and managing their customer experiences. In this paper we provide an overview of the existing literature on customer experience management models to give Strategic guidance for experience management and further study. According to different research perspectives, we assort all the customer experience management models into three typologies: environmental school´s models, psychological school´s models and strategical school´s models. Environmental school focuses on the designing and management of the environment to influence customer experience. Based on the perspective of psychology, psychological school develops the experience management models on the basis of customer´s subjective perceptions. Strategical school considers customer experience management as one of the organization´s strategy choice which will enhance the operation management systems guided by the principle of customer-experience-oriented. At last, this paper comments on the advantages and limitations of each school, and suggests the areas require further research.