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Customer experience management and business performance

Lars Grønholdt (Department of Marketing, Copenhagen Business School, Frederiksberg, Denmark)
Anne Martensen (Department of Marketing, Copenhagen Business School, Frederiksberg, Denmark)
Stig Jørgensen (Customer and Market Development Division, Rambøll Management Consulting, Copenhagen, Denmark)
Peter Jensen (Customer and Market Development Division, Rambøll Management Consulting, Copenhagen, Denmark)

International Journal of Quality and Service Sciences

ISSN: 1756-669X

Article publication date: 16 March 2015

Abstract

Purpose

The purpose of this paper is to examine how essential dimensions of customer experience management (CEM) drive business performance in Danish companies.

Design/methodology/approach

An empirical study is conducted to investigate the relationships between seven CEM dimensions, differentiation, market performance and financial performance. The conceptual model is operationalized by a structural equation model, and the model is estimated and tested by using the partial least squares method. A survey among 484 companies in Denmark forms the empirical basis for the study.

Findings

The findings provide evidence that the seven CEM dimensions influence differentiation, market performance and financial performance. High-performing companies differ significantly from low-performing companies with regard to how they master the CEM, meaning that those companies which incorporate superior customer experience into their products and service enjoy measurable financial success.

Research limitations/implications

This study is limited to the seven identified CEM dimensions in Danish companies.

Practical implications

This study has clear implications in terms of identifying and measuring the importance of essential CEM dimensions which influence business performance. The results can help companies to understand CEM and develop CEM strategies.

Originality/value

The paper provides a deeper insight into CEM and how CEM works.

Keywords

Citation

Grønholdt, L., Martensen, A., Jørgensen, S. and Jensen, P. (2015), "Customer experience management and business performance", International Journal of Quality and Service Sciences, Vol. 7 No. 1, pp. 90-106. https://doi.org/10.1108/IJQSS-01-2015-0008

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited