Published on February 22, 2014
Towards a better measure of customer experience - Philip Klaus & Stan Makla
LOYALTY INTENTIONS H2 H4 CUSTOMER EXPERIENCE H1 CUSTOMER SATISFACTION H5 H3 WORD-OFMOUTH+BEHAVIOUR HYPOTHESES
Experience Quality Scale (ExQ) 1. High value service (e.g. mortgage) 2. Mass service (e.g. fuel) 3. Utility service (e.g. retail banking) 4. Hedonic service (e.g. retailing of luxury lifestyle goods like sports fashion) • ExQ=f(product experience, outcome focus, moments of truth, peace of mind)
Product Experience Importance of customer’s perception of having choices and the ability to compare different things (offerings)
Outcome Focus Reducing customer’s transaction cost such as seeking out and qualifying new providers, reflecting the importance of goal-oriented experiences in consumer behaviour
Moments of Truth Importance of service recovery and flexibility in dealing with customers, once complications arise
Peace of Mind Customer’s assessment of all the interactions with the service provider before, during and after purchase of service
Customer’s experience perceptions have a large influence on customer satisfaction for all services • • • • • H1: H2: H3: H4: H5: Cust sat = 0.64 x Cust exp Loyalty = 0.59 x Cust exp WOM = 0.63 x Cust exp Behavioral/Loyalty intention = 0.57 x Cust sat WOM Behavior = 0.46 x Cust sat
Moments of Truth and Peace of Mind have greatest effect on customer satisfaction, loyalty and WOM behavior • Cust sat = 0.37 x Peace of mind • Cust sat = 0.34 x Moment of Truth + 0.32 x WOM • Loyalty Intention = 0.37 x Moment of Truth
Service Evaluation Customer Experience Loyalty Intention
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A customer experience measurement model ... You can't measure customer experience without ... Do consumers enjoying a better experience spend more ...
operational measures to customer experience ... To help organizations better connect customer ... We believe organizations that move toward the next
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