Memoryscape: How managers can create lasting customer experiences

Rod McColl*, Jan Mattsson, Kathleen Charters

*Corresponding author

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review


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.

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

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.

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.
TidsskriftJournal of Business Strategy
Udgave nummer6
Sider (fra-til)397-405
Antal sider9
StatusUdgivet - 19 okt. 2022


  • Service experience memories
  • Memoryscape
  • Conceptual framework
  • Customer experiences
  • Memorable experiences
  • Customer memories

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