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 Sept 2022
Place of PublicationEnschede
Print ISBNs978-90-365-5405-3
Publication statusPublished - 2 Sept 2022


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  • Calling on autohermeneutic phenomenology to delve into the deeper levels of experience

    Sahhar, Y., Loohuis, R. & Henseler, J., 2 Aug 2022, Contemporary approaches Studying Customer Experience in Tourism Research: This book will present the contemporary approaches applied to the tourism research, to study the consumer experience by discussing first, the theoretical part, which will be based mainly on behavioral sciences. To this regard, main paradigms and their related approaches studying CX will be stressed. Second, the book will develop a methodological part highlighting the holistic and dynamic nature of the customer experience, by capturing it along the customer journey; into the pre-, during, and post consumption through a combination of techniques including the innovative ones. Keywords – Customer experience, tourism management, ethno marketing, phenomenology, psychoanalytic, philosophical orientation, facet theory, customer journey, emotions, sensory experience, CX measure.. Jaziri, D. & Rather, R. (eds.). Emerald

    Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

  • Characterizing the spaces of consumer value experience in value co-creation and value co-destruction

    Sahhar, Y. & Loohuis, R., 26 Apr 2022, In: European journal of marketing. 56, 13, p. 105-136 32 p.

    Research output: Contribution to journalArticleAcademicpeer-review

    Open Access
    4 Citations (Scopus)
    105 Downloads (Pure)
  • Illuminating Experience’s Inception and Evolvement: An Autohermeneutic Phenomenological Inquiry

    Sahhar, Y., Loohuis, R. & Henseler, J., 8 Sept 2021, The 2021 Naples Forum on Service: A Service Lens on Changing Business and Society. Gummesson, E., Mele, C. & Polese, F. (eds.).

    Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

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