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1 – 10 of 750Juan Carlos Bustamante and Natalia Rubio
In a world where customer empowerment is continuously increasing and changing the service landscape, retailers must provide memorable shopping experiences to retain and attract…
Abstract
Purpose
In a world where customer empowerment is continuously increasing and changing the service landscape, retailers must provide memorable shopping experiences to retain and attract new customers. When customers decide to go shopping in physical stores, they expect to enjoy their visit, experiencing cognitive, affective, social, and physical responses evoked by in-store stimuli. The purpose of this paper is to propose and validate a scale to measure in-store customer experience (ISCX).
Design/methodology/approach
This study’s theoretical review of customer experience (CX) demonstrates that a formative model provides the best structure for measuring the construct ISCX. Furthermore, the study follows the guidelines for rigorous construction of a formative scale, which include three main stages: generation of items, scale purification, and assessment of scale validity and reliability.
Findings
The results provide evidence that a formative third-order scale with a reflective second-order dimension (social experience) and three reflective first-order dimensions (cognitive, affective, and physical experience) has satisfactory psychometric properties. The findings also provide useful information on the effect of the ISCX scale on key performance variables such as satisfaction and loyalty to the store.
Originality/value
The ISCX scale proposed constitutes a useful multi-concept diagnostic tool for use by retailers to create fully experiential shopping environments with differential value for the customer. By providing a complete, robust, precise measure of CX in a retail environment, the scale gives researchers a structured way to examine the causes and consequences of CX in retail.
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Marketers' sustainability is highly dependent on providing their customers with a memorable experience. This experience manifests the care taken by marketers while interacting at…
Abstract
Marketers' sustainability is highly dependent on providing their customers with a memorable experience. This experience manifests the care taken by marketers while interacting at every stage of customer's journey from need recognition to post-purchase behaviour. Customer experience's (CX) significance demands that it be measured succinctly to monitor it at various levels, beginning at the customer level and extending to the financial outcome of this interaction(s). This study has attempted to conduct the same, by measuring Net Promoter Score of the customers and the financial ramifications of good/bad CX. Evidence of financial implications of good/bad CX has been presented through secondary research. Customer level study was empirically conducted at two well-known retailers of India, one in the footwear category and the other in general merchandise. Finally, some successful examples from the Indian retail sector have been added to highlight the significance and impact of Indian retailers' measures to enhance their customers' experience.
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Volker G. Kuppelwieser and Phil Klaus
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…
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.
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Charles H. Patti, Maria M. van Dessel and Steven W. Hartley
How can customer service be so bad in an era when companies collect endless data on customer interactions? The purpose of this paper is to contribute to the important challenge of…
Abstract
Purpose
How can customer service be so bad in an era when companies collect endless data on customer interactions? The purpose of this paper is to contribute to the important challenge of elevating customer service delivery by providing guidelines for when and how to select optimal measures of customer service measurement using a new decision framework.
Design/methodology/approach
The paper uses a comprehensive, multi-dimensional review of extant literature related to customer service, journey mapping and performance measurement and applied a qualitative, taxonomic approach for model development.
Findings
A process model and customer journey mapping framework can facilitate the selection and application of appropriate and relevant customer service experience metrics to enhance customer service experience strategies, creation and delivery.
Research limitations/implications
The taxonomy of customer service metrics is limited to current publicly and commercially available metrics. The dynamic nature of the customer service environment necessitates continuous updates of the model and framework.
Practical implications
Selection of customer service performance measures should match relevant stages of the customer journey; use perception-based, operational and outcome-based metrics that track employee and customer behaviours; improve omni-channel measurement; and integrate data-sharing and benchmark measurement initiatives through collaboration with customer service communities.
Originality/value
A reimagined perspective is offered to the complex challenge of measuring and improving customer service, providing a new decision-making framework for customer service experience measurement and guidance for future research.
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Richard R. Klink, Jason Q. Zhang and Gerard A. Athaide
With the considerable attention given to customer experience (CX) today, customer experience management (CXM) has been touted as one of the most promising management approaches…
Abstract
Purpose
With the considerable attention given to customer experience (CX) today, customer experience management (CXM) has been touted as one of the most promising management approaches for organizations. The purpose of this paper is threefold: develop a scale to measure the CXM construct, investigate the financial outcomes of CXM and assess the impact of moderator variables (e.g. market turbulence) on these financial outcomes while accounting for the effects of control variables (e.g. firm size).
Design/methodology/approach
The study involves a survey of 233 firms (across 10 industries) involved in CXM. Confirmatory factor analysis (CFA), structural equation modeling (SEM), instrumental variables and moderated regression analyzes are used to test four hypotheses.
Findings
The results support treating CXM as a second-order construct comprising three dimensions: cultural mindset toward CXs, strategic directions for designing CXs and firm capabilities of continually renewing CXs. Furthermore, CXM is positively related to financial performance; this effect increases as market turbulence, competitive intensity and technological turbulence increases.
Research limitations/implications
With our CXM measure, future research can advance CXM theory by examining other outcome variables (e.g. employee satisfaction) and moderators (e.g. culture), as well as introduce antecedents to CXM (e.g. company heritage). Limitations include the concerns normally associated with using self-reported measures of performance, convenience samples and cross-sectional designs.
Practical implications
This research provides managerial prescriptions of when to invest in CXM initiatives to enhance financial performance. It also provides managers a CXM diagnostic to help assess their level of CXM maturity.
Originality/value
This paper develops CXM theory by advancing a measure of the CXM construct, relating the construct to an outcome variable (main effect) and introducing moderating variables to shed light on the generalizability of the main effect.
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Volker G. Kuppelwieser, Philipp Klaus, Aikaterini Manthiou and Linda D. Hollebeek
The customer experience (CX), as revealed in the literature-based debate, has been variously viewed as either a driver or an outcome of customer-perceived value (CPV). However…
Abstract
Purpose
The customer experience (CX), as revealed in the literature-based debate, has been variously viewed as either a driver or an outcome of customer-perceived value (CPV). However, the association of CPV, CX and word-of-mouth (WoM) behavior remains nebulous to date, thereby generating an important research gap. In response and to bridge this gap, this study aims to explore CX’s role in the CPV–WoM behavior relationship, the role of WoM behavior arising from CX and whether CX acts as a core mediator (vs a moderator) in the association of CPV and subsequent consumer-behavior outcomes.
Design/methodology/approach
By conducting two studies spanning a broad range of services, this paper explores the relationship between CPV, CX, and WoM behavior through structural equation modeling.
Findings
The findings are that CX plays a crucial role in the CPV–WoM relationship, thereby confirming the existence of a direct link between CPV (social/hedonic/utilitarian value), CX and WoM. The results also highlight CX’s mediating role in the relationship between social and utilitarian (but not hedonic) values. Moreover, the results reveal that the EXQ scale, measuring CX, comprises distinct experiences perceived by high and low CX-based customer segments, respectively.
Practical implications
CPV (utilitarian, hedonic, social) not only affects consumers’ behavioral intentions but also, more importantly, their WoM behavior. Therefore, managers need to consider all three values. Moreover, managers should shift their focus from social value perceptions to CX. The results suggest that managers need to devote additional resources to the development of a suitable CX, which will help mitigate consumers’ online and/or offline brand-related WoM. This study indicates the context in which managers must emphasize the construct that produces positive outcomes.
Originality/value
By identifying a direct relationship between CPV, CX and the ensuing consumer-behavior outcomes, the study offers important theoretical insight into CX’s nomological network.
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Anubhav A. Mishra and Megha Verma
This research paper explores customer experience (CX) among low-literate customers in organized retail environments. It integrates theories from customer literacy, CX and…
Abstract
Purpose
This research paper explores customer experience (CX) among low-literate customers in organized retail environments. It integrates theories from customer literacy, CX and patronage literature to understand CX comprehensively.
Design/methodology/approach
The study gathered data from 470 respondents using mall intercept and snowball sampling. Data analysis employed partial least squares (PLS) modeling.
Findings
The results indicate that all the dimensions do not have the same effect on CX. Answering calls for future research, the results establish CX's nomological validity by showing its positive influence on retail reputation, retail quality and satisfaction. However, it does not directly affect patronage but has an indirect influence through retail quality and satisfaction. Also, the authors conclude that retail quality and satisfaction are consequences of CX and not previously conceptualized proxies for it.
Research limitations/implications
Conducting primary research with low-literate customers (LLCs) has its own set of limitations that give rise to further research directions. While acknowledging limitations, the study suggests avenues for future research by surveying LLCs with an objective questionnaire, contributing to limited empirical research in this segment.
Practical implications
The findings highlight the multidimensional nature of CX. In summary, this research paper provides insights into CX dimensions and outcomes for LLCs in organized retail. It contributes to marketing literature, assisting retailers in improving CX and driving patronage across customer segments.
Originality/value
The paper contributes to marketing literature by studying LLCs, testing a comprehensive CX model, confirming antecedents in retail patronage and exploring reciprocal relationships in retailing.
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Pranay Sindhu and Kumkum Bharti
This study aims to examine the trends and themes in the field of customer experience using a bibliometric analysis between 1957 and 2017.
Abstract
Purpose
This study aims to examine the trends and themes in the field of customer experience using a bibliometric analysis between 1957 and 2017.
Design/methodology/approach
The paper analyses 1,767 papers selected from Web of Science (WoS) database using VOS Viewer software tool to create bibliometric networks. The results of the study were classified under the following bibliometric indicators: evaluation of the number of studies analyzed; most cited documents; most influential authors; and highly influential journals, institutions and countries with the highest productivity. Additionally, the paper also presents three co-citation studies analyzing most co-cited references, first authors and journals.
Findings
Authors and institutes from the American and European countries dominate the contribution to the development of the field. The presence of Asian countries signifies the rising importance being given to the research field. The findings establish the argument that most of the ideas that follow today in the development of the field are mostly sourced from the works published in highly reputed journals. Co-citation analysis indicates the presence of multi-disciplinarity in the research field with journals representing different research areas such as management, strategy and psychology.
Research limitations/implications
The papers analyzed in the study were retrieved only from the WoS. Furthermore, the precise number of clusters obtained during the analysis depends on the parameter set by the authors which is subjective. Researchers are encouraged to draw further insights by manipulating the parameter criteria.
Practical implications
The findings in the study can be used to enrich the understanding of customer experience and future research on the topic.
Originality/value
To the best of the authors’ knowledge, this paper is one of the first comprehensive papers offering a general overview of the leading trends in the field over a period of 60 years.
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Mónica Veloso and Monica Gomez-Suarez
Academic research on customer experience (CX) in the hospitality industry has recently experienced vast growth as managers have increasingly focused on delivering distinctive…
Abstract
Purpose
Academic research on customer experience (CX) in the hospitality industry has recently experienced vast growth as managers have increasingly focused on delivering distinctive experiences to their guests. Despite the relevance of this topic, studies conducted in this area within the hotel context are scarce and dispersed. This paper aims to classify the main academic studies and to present a definition of hotel CX, a conceptual model, emerging trends and future research gaps.
Design/methodology/approach
A systematic literature review (SLR) was selected as the research methodology. Adapted from preferred reporting items of SLR and meta-analysis statements, this study entailed an in-depth review of 46 articles published in English between 2006 and 2021. The articles were compiled using keyword searches in Scopus and Web of Science.
Findings
This study facilitates an understanding of the hotel CX. The conceptual framework derived from the SLR includes the entire set of antecedents, consequences, mediators and moderators of this concept. The results also illustrate the topic’s academic evolution and expose major guidelines that can help determine areas for future research.
Originality/value
This study adds value to the hospitality research literature via SLR. The framework of CX in the hotel industry synthesizes the existing knowledge on this topic and identifies research gaps. The proposed framework allows for the improvement of future hotel CX studies.
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Sapna Popli and Bikramjit Rishi
The opening chapter takes the reader through three aspects of customer experience management (CEM) – the what of customer experience (CX), the why of CX and the how of CEM. The…
Abstract
The opening chapter takes the reader through three aspects of customer experience management (CEM) – the what of customer experience (CX), the why of CX and the how of CEM. The authors have collected, synthesised and presented information from research as well as practice in this chapter. It helps the readers build a perspective on CX, sieving through various notions, philosophies and terms that have come to mean CX. The chapter also establishes the need for understanding CEM and executing it using the framework presented in the ‘how’ section of the chapter. The chapter concludes with a short overview of each of the following chapters.
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