The interplay of customer experience and commitment - Accepted Version - Article metadata and structured abstract

Oct 22, 2026

Research examines customer experience through the lens of customer commitment and proposes a framework for future work at the intersection of these streams. It integrates existing literature on customer experience and its measurement with literature on commitment and satisfaction, offering both theoretical and practical perspectives. Findings outline multiple customer experience domains—cognitive, emotional, physical, sensorial, and social—showing why simplistic metrics cannot capture the whole experience. The paper highlights salient attributes linked to commitment and discusses service design implications.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages53

Reading Time2 h 14 min

AccessFree to download

Structured Abstract

Purpose

Design/methodology/approach

Findings

Practical implications

Originality/value

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[eprints@whiterose.ac.uk](eprints@whiterose.ac.uk)[ ](eprints@whiterose.ac.uk)[https://eprints.whiterose.ac.uk](https://eprints.whiterose.ac.uk) Universities of Leeds, Sheffield and York Deposited via The University of Leeds. White Rose Research Online URL for this paper: [https://eprints.whiterose.ac.uk/id/eprint/117608/](https://eprints.whiterose.ac.uk/id/eprint/117608/) [Version: Accepted Version](Version: Accepted Version) Article: Keiningham, T, Ball, J, Benoit (née Moeller), S et al. (2017) The interplay of customer experience and commitment. Journal of Services Marketing, 31 (2) . pp. 148-160. ISSN: 0887-6045 [https://doi.org/10.1108/JSM-09-2016-0337](https://doi.org/10.1108/JSM-09-2016-0337) © 2017, Emerald Publishing Limited. This is an author produced version of a paper published in Journal of Services and Marketing. Uploaded in accordance with the publisher's self-archiving policy. Reuse Items deposited in White Rose Research Online are protected by copyright, with all rights reserved unless indicated otherwise. They may be downloaded and/or printed for private study, or other acts as permitted by national copyright laws. The publisher or other rights holders may allow further reproduction and re-use of the full text version. This is indicated by the licence information on the White Rose Research Online record for the item. Takedown If you consider content in White Rose Research Online to be in breach of UK law, please notify us by emailing [eprints@whiterose.ac.uk](eprints@whiterose.ac.uk) including the URL of the record and the reason for the withdrawal request. The interplay of customer experience and commitment Timothy Keiningham, Joan Ball, Sabine Benoit, Helen L. Bruce, Alexander Buoye, Julija Dzenkovska, Linda Nasr, Yi-Chun Ou, and Mohamed Zaki Timothy L. Keiningham J. Donald Kennedy Endowed Chair in E-Commerce and Associate Professor of Marketing St. John’s University Peter J. Tobin College of Business 8000 Utopia Parkway Queens, NY 11439 Phone: +1 (201) 739-5303 E-mail: [tkeiningham@yahoo.com](tkeiningham@yahoo.com) Joan Ball Assistant Professor of Marketing St. John’s University Peter J. Tobin College of Business 8000 Utopia Parkway Queens, NY 11439 Phone: +1 (845) 234-5917 [E-mail:](E-mail: ballj@stjohns.edu)[ ](E-mail: ballj@stjohns.edu)[ballj@stjohns.edu](E-mail: ballj@stjohns.edu) Sabine Benoit Professor of Marketing University of Surrey, Surrey Business School Room 16MS03 Guildford, Surrey GU2 7XH, UK Phone: +44 (0) 1483 68 6338 E-mail: [s.benoit@surrey.ac.uk](s.benoit@surrey.ac.uk) Helen L. Bruce Assistant Professor of Marketing Alliance Manchester Business School The University of Manchester 3.57 MBS West | Booth Street West Manchester M15 6PB Phone: +44 (0) 161 306 3475 [E-mail:](E-mail: helen.bruce@manchester.ac.uk)[ ](E-mail: helen.bruce@manchester.ac.uk)[helen.bruce@manchester.ac.uk](E-mail: helen.bruce@manchester.ac.uk) Alexander Buoye Assistant Professor of Marketing Fordham University Gabelli School of Business Lincoln Center Campus, Lowenstein Room 626A 113 W. 60th Street New York, NY 10023 Phone: +1 (212) 636-7483 E-mail: [abuoye@fordham.edu](abuoye@fordham.edu) Julija Dzenkovska Newcastle University Business School Newcastle University 5 Barrack Road Newcastle upon Tyne NE1 4SE, UK Phone: +44 (0) 191 208 1500 Email: [j](j.dzenkovska1@newcastle.ac.uk)[.dzenkovska1@newcastle.ac.uk](j.dzenkovska1@newcastle.ac.uk) Linda Nasr Assistant Professor of Marketing Texas State University 601 University Drive San Marcos, Texas 78666 Phone: +1 (512) 245-7915 Email: [linda.nasr@txstate.edu](linda.nasr@txstate.edu) Yi-Chun Ou Assistant Professor of Marketing University of Leeds Maurice Keyworth Building, Moorland Rd. Leeds, LS6 1AN, United Kingdom +44 (0) 113 343 3027 [Y.Ou@leeds.ac.uk](Y.Ou@leeds.ac.uk) Mohamed Zaki Research Associate Institute for Manufacturing University of Cambridge Camb

FAQs

What is the purpose of the research on customer experience and commitment?

The research examines customer experience through customer commitment and provides a framework for future research into their intersection.

How is the customer experience concept analyzed in the paper?

It integrates existing literature on customer experience measurement with literature on customer commitment and customer satisfaction to develop theoretical and practical perspectives.

What do the findings suggest about measuring customer experience?

Customer experience spans cognitive, emotional, physical, sensorial, and social domains, making simplistic metrics insufficient for capturing the full set of experiences.

Oct 22, 2026

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