Understanding and Managing Customer Experience in Practice: A Phenomenological Inquiry

Research output: ThesisPhD Thesis - Research UT, graduation UT

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In Understanding and Managing Customer Experience in Practice, Yasin Sahhar provides the reader with an elevated understanding of customer experience in practice and its management throughout the customer journey. Through a profound scrutiny that is rooted in phenomenology as the philosophical bedrock, this dissertation reveals the microfoundations of customer experience. This scholarly work uncovers multiple important insights. The character of customer experience is innately phenomenological, complex, dynamic, multidimensional, and even erratic at times. Customer experience is shaped and reshaped through different experiential time frames in which a myriad of inceptions can occur. Tripartite spaces illuminate how experience manifests in practice, that is, in the dialectic interplay of value co-creation and co-destruction. The findings suggest that understanding and managing customer experience in practice can be considered a Herculean task. This dissertation provides a solid foundation for surmounting this challenge by comprehending the fine nuances of customer experience and offers managerial practices to manage customer experience in its multidimensionality with ultimate precision. Successful customer experience management calls for a meticulous balancing act between practices of different modes of engagement and organization.
Original languageEnglish
QualificationDoctor of Philosophy
Awarding Institution
  • University of Twente
  • Henseler, Jörg, Supervisor
  • Loohuis, Raymond, Co-Supervisor
Award date2 Sep 2022
Place of PublicationEnschede
Print ISBNs978-90-365-5405-3
Publication statusPublished - 2 Sep 2022


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  • Emerald Literati Awards Outstanding Paper

    Sahhar, Yasin (Recipient), Loohuis, Raymond (Recipient) & Henseler, Jörg (Recipient), 17 Jun 2022


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