A Comparison of the Approaches to Customer Experience Analysis
DOI:
https://doi.org/10.1515/eb-2017-0020Keywords:
Customer experience (CX), dimensions, research methods, scale developmentAbstract
Nowadays, customer experience is receiving much attention in scientific and managerial community. Scholars and practitioners state that customer experience is the next area of competition. For a long time, there has been a call for a uniform, accurate definition, definition of its components, and the development of the customer experience frameworks. As this topic is new, there has been a considerable fragmentation. The question is if the fragmentation is still present and how can we address it. The aim of this paper is to summarize research on customer experience analysis and to explore and compare the dimensions describing customer experience listed in seven conceptual models with findings from 17 research projects on customer experience conducted after the year 2010. The purpose of this is to summarize recent knowledge, get the most comprehensive view on customer experience and its possible decomposition, and to reveal possible relationships between the dimensions. Based on a review of the available literature, the paper juxtaposes several approaches to customer experience analysis and compares their results to find similarities and differences among them. In the first step, the dimensions and factors of the customer experience were extracted from the seven models to analyze customer experience and they were compared with each other. This resulted in a set of dimensions and factors. In the next step, customer experience factors and dimensions were extracted from 17 practical research papers on customer experience. Finally, based on their descriptions and found similarities, the dimensions and factors were put together into several groups, as this grouping and creation of the new universal set of dimensions might solve the fragmentation issue.References
Badgett, M., Boyce, S. M., & Kleinberger, H. (2007). Turning Shoppers into Advocates. Somers, NY: IBM Institute for Business Value. Retrieved from www.ibm.com
Bagdare, S., & Jain, R. (2013). Measuring retail customer experience. International Journal of Retail & Distribution Management, 41(10), 790-804. https://doi.org/10.1108/ijrdm-08-2012-0084
Balaji, T. S., Arumugham, J., Knuycky, L., Cavrak, S., & Lutz, M. (2015). Structural Equation Modeling In User Experience Research: Two Case Studies. Proceedings of the Human Factors and Ergonomics Society Annual Meeting, 59(1), 448-452. https://doi.org/10.1177/1541931215591095
Ballester, E. D., & Aleman, J. L. M. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238-1258. https://doi.org/10.1108/eum0000000006475
Bolton, R. N., Gustafsson, A., McColl-Kennedy, J. R., Sirianni, N. J., & Tse, D. K. (2014). Small details that make big differences: a radical approach to consumption experience as a firm’s differentiating strategy. Journal of Service Management, 25(2), 253-274. https://doi.org/10.1108/josm-01-2014-0034
Britton, J. E., & Rose, J. (2004). Thinking about relationship theory. In P. D. Rogers, M. Rogers (Eds.), Managing Customer Relationships - A Strategic Framework, John Wiley and Sons, NJ, 38-50.
Chahal, H., & Dutta, K. (2015). Measurement and impact of customer experience in banking sector. Decision, 42(1), 57-70. https://doi.org/10.1007/s40622-014-0069-6
Chang, T.-Y., & Horng, S.-C. (2010). Conceptualizing and measuring experience quality: the customer's perspective. The Service Industries Journal, 30(14), 2401-2419. https://doi.org/10.1080/02642060802629919
Chauhan, V., & Manhas, D. (2014). Dimensional Analysis of Customer Experience in Civil Aviation Sector. Journal of Services Research, 14(1), 75-98. Retrieved from www.jsr-iimt.in
Cho, N., & Park, S. (2001). Development of electronic commerce user-consumer satisfaction index (ECUS) for internet shopping. Industrial Management and Data Systems, 101(8), 400-406. https://doi.org/10.1108/eum0000000006170
Demangeot, C., & Broderick, A. J. (2006). Exploring the experential intensity of online shopping environments. Qualitative Market Research: An International Journal, 9(4), 325-351. https://doi.org/10.1108/13522750610689078
Frow, P., & Payne, A. (2007). Towards the ‘perfect’ customer experience. Journal of Brand Management, 15(2), 89-101. https://doi.org/10.1057/palgrave.bm.2550120
Fornerino, M., Helme-Guizon, A., & de Gaudemaris, C. (2006). Mesurer L’immersion dans une experience de consommation: Premiers developpements, Proceedings of the XXIIth Congress de l’AFM, France. Retrieved from www.afm-marketing.com
Garg, R., Rahman, Z., & Qureshi, M. N. (2014). Measuring customer experience in banks: scale development and validation. Journal of Modelling in Management, 9(1), 87-117. https://doi.org/10.1108/jm2-07-2012- 0023
Gentile, C., Spiller, N., & Noci, C. (2007). How to sustain the customer experience: an overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395-410. https://doi.org/10.1016/j.emj.2007.08.005
Hardyman, W., Daunt, K. L., & Kitchener, M. (2015). Value co-creation through patient engagement in health care: a micro-level approach and research agenda. Public Management Review, 17(1), 90-107. https://doi.org/10.1080/14719037.2014.881539
Johnston, R., & Kong, X. (2011). The customer experience: a road-map for improvement. Managing Service Quality: An International Journal, 21(1), 5-24. https://doi.org/10.1108/09604521111100225
Jones, T., & Sasser, W. E. (1995). Why satisfied customers defect. Harvard Business Review, 73(11/12), 88-99. Retrived from www.hbr.org
Kashif, M., Samsi, S. Z. M., Awang, Z., & Mohamad, M. (2016). EXQ: measurement of healthcare experience quality in Malaysian settings: A contextualist perspective. International Journal of Pharmaceutical and Healthcare Marketing, 10(1), 27-47. https://doi.org/10.1108/ijphm-03-2015-0011
Klaus, P. (2011). Quo Vadis, Customer Experience? In C. Rusconi (ed.), Beyond CRM: Customer Experiencein the Digital Era. Strategies, Best Practices and Future Scenarios in Luxury and Fashion, Milano: Franco Angeli, 165-175.
Klaus, P., & Maklan, S. (2012). EXQ: a multiple-item scale for assessing service experience. Journal of Service Management, 23(1), 5-33. https://doi.org/10.1108/09564231211208952
Klaus, P. (2013a). Preservers, Transformers & Vanguards: Measuring the Profitability of Customer Experience Strategies. Design Management Review, 24(4). https://doi.org/10.1111/drev.10260
Klaus, P. (2013b). The case of Amazon.com: towards a conceptual framework of online customer service experience (OCSE) using the emerging consensus technique (ECT). Journal of Services Marketing, 27(6), 443-457. https://doi.org/10.1108/jsm-02-2012-0030
Klaus, P., Gorgoglione, M., Buonamassa, D., Panniello, U., & Nguyen, B. (2013). Are you providing the ‘right’ customer experience? The case of Banca Popolare di Bari. International Journal of Bank Marketing, 31(7), 506-528. https://doi.org/10.1108/ijbm-02-2013-0019
Klaus, P., & Maklan, S. (2013). Towards a better measure of customer experience. International Journal of Market Research, 55(2), 227-21. https://doi.org/10.2501/ijmr-2013-021
Klaus, P. (2014a). Measuring Customer Experience: How to Develop and Execute the Most Profitable Customer Experience Strategies. London: Palgrave-Macmillan.
Klaus, P. (2014b). Towards practical relevance - Delivering superior firm performance through digital customer experience strategies. Journal of Direct, Data and Digital Marketing Practice, 15(4), 306-316. https://doi.org/10.1057/dddmp.2014.20
Ladhari, R. (2009). A review of twenty years of SERVQUAL research. International Journal of Quality and Service Sciences, 1(2), 172-198. https://doi.org/10.1108/17566690910971445
Laming, C., & Mason, K. (2014). Customer experience - An analysis of the concept and its performance in airline brands. Research in Transportation Business and Management, 10, 15-25. https://doi.org/10.1016/j.rtbm.2014.05.004
Lemke, F., Clark, M., & Wilson, H. (2011). Customer experience quality: an exploration in business and consumer contexts using repertory grid technique. Journal of Academy of Marketing Science, 39(6), 846-869. https://doi.org/10.1007/s11747-010-0219-0
Maklan, S., & Klaus, P. (2011). Customer experience: are we measuring the right things? International Journal of Market Research, 53(6), 771. https://doi.org/10.2501/ijmr-53-6-771-792
McColl-Kennedy, J. R., Gustafsson, A., Jaakkola, E., Klaus, P., Radnor, Z. J., Perks, H., & Friman, M. (2015).Fresh perspectives on customer experience. The Journal of Services Marketing, 29(6/7), 430-435. https://doi.org/10.1108/jsm-01-2015-0054
McColl-Kennedy, J. R., Vargo, S. L., Dagger, T. S., Sweeney, J. C., & van Kasteren, Y. (2012). Health Care Customer Value Cocreation Practice Styles. Journal of Service Research, 15(4), 370-389. https://doi.org/10.1177/1094670512442806
Menachem, D., Joshi, S., Bhatia, S., Roy, A., & Saini, J. (2015). An Empirical Study to Measure Customer Experience for Telecom Operators in Indian Telecom Industry. GSTF Journal on Business Review (GBR), 4(2), 45-52. https://doi.org/10.7603/s40706-015-0020-7
Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 116-26. Retrieved from www.hbr.org
Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: the dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314-328. https://doi.org/10.2307/3172742
Nguyen, B., Klaus, P., & Simkin, L. (2014). It's just not fair: exploring the effects of firm customization on unfairness perceptions, trust and loyalty. The Journal of Services Marketing, 28(6), 497-484. https://doi.org/10.1108/jsm-05-2013-0113
Parasuraman, A., Zeithaml, Valerie A., & Berry, Leonard L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40. Retrieved from www.journals.elsevier.com
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7(3), 213-233. Retrieved from www.journals.sagepub.com
Payne, A. F., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83-96. https://doi.org/10.1007/s11747-007-0070-0
Reinartz, W., & Ulaga, W. (2008). How to sell services more profitably. Harvard Business Review, 86(5), 90-6. Retrieved from www.hbr.org
Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes. Journal of Retailing, 88(2), 308-322. https://doi.org/10.1016/j.jretai.2012.03.001
Schmitt, B. H. (1999). Experiential Marketing. New York: The Free Press.
Schmitt, B. H. (2003). Customer experience management: A revolutionary approach to connecting with your customers. New York: Wiley.
Schouten, J. W., McAlexander, J. H., & Koenig, H. F. (2007). Transcendent customer experience and brand community. Journal of the Academy of Marketing Science, 35(3), 357-368. https://doi.org/10.1007/s11747-007-0034-4
Shim, S. I., Forsythe, S., & Kwon, W.-S. (2015). Impact of Online Flow on Brand Experience and Loyalty. Journal of Electronic Commerce Research, 16(1), 56-71. Retrieved from www.jecr.org
Sirapracha, J., & Tocquer, G. (2012). Branding and Customer Experience in the Wireless Telecommunication Industry. International Journal of Trade, Economics and Finance, 3(2), 103-108. https://doi.org/10.7763/ijtef.2012.v3.181
Stein, A., & Ramaseshan, B. (2016). Towards the identification of customer experience touch point elements. Journal of Retailing and Consumer Services, 30, 8-19. https://doi.org/10.1016/j.jretconser.2015.12.001
Sureshchandar, G., Rajendran, C., & Anantharaman, R. (2002). The relationship between management’s perception of total quality service and customer perceptions of service quality. Total Quality Management, 13(1), 69-88. https://doi.org/10.1080/09544120120098573
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 85(1), 31-41. https://doi.org/10.1016/j.jretai.2008.11.001
Voss, C., Roth, A. V., & Chase, R. B. (2008). Experience, service operations strategy, and services as destinations: foundations and exploratory investigation. Production and Operations Management, 17(3), 247-266. https://doi.org/10.3401/poms.1080.0030
Wijaithammarit, S., & Taechamaneestit, T. (2012). The Impact of Customer Experience Management on Customer Loyalty of Supercenter's Shopper in Thailand. International Journal of E-Education, E-Business, E-Management and E-Learning, 2(6). https://doi.org/10.7763/ijeeee.2012.v2.166
Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of Retailing, 79(3), 183-198. https://doi.org/10.1016/s0022-4359(03)00034-4
Downloads
Published
Issue
Section
License
Copyright (c) 2017 David Havíř (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
