Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
83OUT
Cx
Customer Experience
Family
10. Service, Value, and Experience (IV · Customer and Brand Assets)
Era
Period 6: Engagement and Networks, 2010s
Block
OUT · Outputs: performance
Tier
Landmark
Cell card
Description
Lemon and Verhoef conceptualized customer experience as a multidimensional response to touchpoints across the prepurchase, purchase, and postpurchase stages of the customer journey, integrating prior literatures into one framework.
Managerial Implications
Customer experience is the customer's total journey across touchpoints and over time, including those the firm does not control, and it drives satisfaction and loyalty more than any single interaction. Map the journey in the customer's terms, from need recognition through purchase to use and repurchase, find the moments that matter and the pain points, and assign ownership of the whole journey, since touchpoint owners optimize parts.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
