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Sticktion: Assessing Memory For The Customer Experience, Kathryn A. Latour, Lewis P. Carbone
Sticktion: Assessing Memory For The Customer Experience, Kathryn A. Latour, Lewis P. Carbone
Kathryn A. LaTour
In the quest for better service design, hospitality and service firms have often been frustrated to find that service experiences that are based on what customers say they want are not always successful. A psychological analysis of this phenomenon suggests the following premises: (1) Customers’ memory of an experience fades quickly; (2) customers’ memory of an experience comprises many sub-experiences; (3) customers’ memories of experiences are multidimensional and unintuitive; and (4) consumers cannot accurately predict what they will learn or remember. The goal of an experience design is to create a series of sub-experiences that will “stick” with the customer. …