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Customer experience quality in African B2B contexts

Volker G. Kuppelwieser (Marketing Department, Neoma Business School, Mont-Saint-Aignan, France)
Phil Klaus (Department of Marketing, International University of Monaco, INSEEC U. Research Center, Rue Hubert Clerissi, Monaco)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 22 July 2021

Issue publication date: 12 November 2021

452

Abstract

Purpose

The purpose of this paper is to replicate the EXQ measurement scale in the business-to-business (B2B) environment of two African countries. This paper contrasts EXQ’s measurement specification and structure in these two countries with a European sample.

Design/methodology/approach

This paper carried out two empirical studies to replicate and test the EXQ scale in an African context. Following the scale’s previous application, this paper replicated the EXQ in Morocco and South Africa, and added a European study conducted in the UK.

Findings

The findings highlight that, despite having the same customer experience (CX) delivery structure, the B2B experience in Africa differs significantly from other countries. Further research replicating CX measurement in the African environment is therefore needed, preferably starting with a qualitative study.

Originality/value

This study provides insight into how the B2B CX, measured by EXQ, differs from one country to another. Most significantly, the Moroccan sample demonstrates a never-before-reported high correlation between the service and post-purchase experience.

Keywords

Citation

Kuppelwieser, V.G. and Klaus, P. (2021), "Customer experience quality in African B2B contexts", Journal of Services Marketing, Vol. 35 No. 7, pp. 891-900. https://doi.org/10.1108/JSM-07-2020-0321

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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