Towards a Better Measure of Customer Experience

Abstract

Defining and improving customer experience is a growing priority for market research because experience is replacing quality as the competitive battleground for marketing. Service quality is an outgrowth of the total quality management (TQM) movement of the 1980s and suffers from that movement's focus on the provider rather than the value derived by customers. Researchers today state that customer experience is generated through a longer process of company–customer interaction across multiple channels, generated through both functional and emotional clues. Our research with practitioners indicates that most firms use customer satisfaction, or its derivative the Net Promoter Score, to assess their customers' experiences. We question this practice based on the conceptual gap between these measures and the customer experience. In IJMR 53, 6 (2011), we introduce a new measure appropriate for the modern conceptualisation of customer experience: the customer experience quality (EXQ) scale. In this article we extend that work and compare EXQ's predictive power with that of customer satisfaction. We establish that EXQ better explains and predicts both, loyalty and recommendations, than customer satisfaction.

Construction and Comparison of Relationship Models of Urban Tourism Development

“…The result matches the concept of Klaus & Maklan (2013) and Pradhan & Roy et al (2012). It means that once tourists are satisfied with the travel experience in the cities, they will have positive word-of-mouth, be loyal and have revisit intention and revisit intention.…”

“…According to many studies, satisfaction positively influences loyalty Chi & Qu, 2008;Wang et al, 2009;Wu & Lin, 2014). Klaus & Maklan (2013), Pradhan & Roy (2012), Christodoulides & Michaelidou (2011) suggested that positive causal relation between customer satisfaction and customer loyalty. Customer satisfaction positively influences loyalty and satisfied customers will have positive word-of-mouth (Fornell, 1992).…”

Determinants of Brand Loyalty: A Study of the Experience-Commitment-Loyalty Constructs

“…As such, marketing is shifting its focus from quality to experience (Klaus and Maklan, 2013), and it is therefore becoming increasingly important to be able to define and develop brand experience if organisations hope to gain a competitive advantage in the market (Ismail et al, 2011). As the concept of brand experience was introduced, it quickly received recognition by several scholars, and thereafter, the concept became an equivalent to value creation (Carù and Cova, 2003;Ponsonby-McCabe and Boyle, 2006;Iglesias et al, 2011).…”

Tipos de Falhas, Práticas de Recuperação e a Fidelização de Clientes de Serviços Hospitalares

“…Trata-se do Net Promoter Score (NPS), que desde o seu surgimento tem gerado amplo debate entre acadêmicos e gestores quanto à sua superioridade relativamente a outras métricas já estabelecidas e testadas, como pesquisas de satisfação e de lealdade (Keiningham et al, 2007). Apesar de alguns estudos empíricos não indicarem a superioridade do NPS frente a outras formas de pesquisa para predizer lealdade e taxas de crescimento de empresas (Morgan & Rego, 2006;Keiningham et al, 2007;Klaus & Maklan, 2013;Van Doom, Leeflang, & Tijs, 2013), o NPS tem sido aplicado em diversas pesquisas acadêmicas para medir lealdade do cliente (Bildfell, 2011;Schultz & Block, 2012). Nessa pesquisa, a fidelização foi operacionalizada através do NPS pela sua simplicidade de aplicação e de operacionalização.…”