Memoryscape: how managers can create lasting customer experiences

Abstract

Purpose

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/approach

The paper integrates psychology research, and particularly autobiographical memory, within customer experience management.

Findings

The paper proposes a comprehensive, multi-dimensional framework (memoryscape) of memory and highlights managerial implications.

Research limitations/implications

Marketers 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 implications

The authors present four managerial priorities for managing customer experience memories.

Originality/value

The 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.

Citation

McColl, R., Mattsson, J. and Charters, K. (2022), "Memoryscape: how managers can create lasting customer experiences", Journal of Business Strategy, Vol. 43 No. 6, pp. 397-405. https://doi.org/10.1108/JBS-02-2021-0031