MANAGING AND MEASURING CUSTOMER EXPERIENCE: A LITERATUR REVIEW

Year 2018, , 63 - 72, 30.03.2018

Cem Duran , Nimet Uray

https://doi.org/10.17261/Pressacademia.2018.817

Abstract

Purpose - Nowadays, customers expect
from the brands to build customized and long term relationships with them.
Hence, it has become evident that
managerial approaches like Customer Relationship Management are important, but
not sufficient to understand and manage the relationships with customers. It has been well recognized
that companies need something more than keeping,
analyzing the data on customer behavior and determine strategies accordingly. A
new concept and deeper approach to understand and manage the whole process
through which the customer get in touch with the company, namely Customer Experience Management (CEM) is coined lately.
Although researchers have been interested in studying the topic for almost twenty years, most of the studies in the literature
are conceptual in nature and empirical studies are scarce. The purpose of this study is to provide the
main directions
and insights for the future studies based on the
previous studies discussing and measuring customer experience as a concept.

Methodology - Through a literature review, customer experience and
customer experience management concepts are discussed and the empirical
approaches to measure the customer experience are examined.

Findings- Although there is a
significant number of empirical studies on the topic in the marketing
literature, a commonly accepted scale measuring the customer experience has not
been developed yet in the literature. However, the literature highlights the dimensions and other attributes of the
measurement that need to be considered in developing a scale.

Conclusion - The need for development of a
valid and reliable scale for measuring customer experience has become evident
with the developing technology affecting different aspects of the customer
experiences. Since the importance of experiential marketing has been increasing
for the Y and Z generations, the measurement of customer experience for these
generations has been more important.  

Keywords

Experience, customer experience, customer experience management, measurement of customer experience

References

• Babacan, M. & Onat, F. (2002). Postmodern Pazarlama Perspektifi. Ege Akademik Bakış, 2(1), 11-19.
• Bagdare, S. & Jain, R. (2013). Measuring Retail Customer Experience. International Journal of Retail & Distribution Management, 41(10), 790–804.
• Biedenbach, G. & Marell, A. (2010). The Impact of Customer Experience on Brand Equity in a Business-to-Business Services Setting, Macmillan Publishers Ltd, 1350-23IX Brand Management, 17(6), 446–458.
• Carbone, Lewis P. & Haeckel, Stephen, H. (1994). Engineering Customer Experience, Marketing Management Magazine, 3(3),
• Ding, X.D., Huang, Y. & Verma, R. (2010). Customer Experience in Online Financial Services: A Study of Behavioral Intentions for Techno-Ready Market Segments. Journal of Service Management, 22(3), 344–366.
• Dirsehan, T. (2012) Müşteri Deneyimi Tasarımı ve Yönetimi, İstanbul: Hiperlink Yayınları.
• Garg, Ruchi, Zillur Rahman, & M. N. Qureshi. (2014) "Measuring customer experience in banks: scale development and validation." Journal of Modelling in Management 9.1 (2014): 87-117.
• Garg, R. J., & Vandana, V. K. (2017). Modelling the Impact of Customer Experience on Brand Loyalty: A Conceptual Study. Proceedings of ICRBS, 2017.
• Gel, O. (2002). CRM Yolculuğu, Sistem Yayıncılık, İstanbul.
• Gentile, C., Spiller, N. & Noci, G. (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.
• Gordon, W. (2006). Out with the New in with the Old, International Journal of Market Research, 48(1), 7–25.
• Hoch, S. J. (2002). Product Experience is Seductive, Journal of Consumer Research, 29(3), 448–453.
• Hoch, S. J. & Deighton, J. (1989). Managing What Consumers Learn From Experience, Journal of Marketing 53(2), 1–20.
• Holbrook, M. B. & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun. Journal of Consumer Research, 9, 132- 140.
• Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377–401.
• Hong-li (2008). Customer Experience Hierarchy Model: Based on the Theory of Customer Value Hierarchy GUO)
• Ismail, A. R. (2011). Experience Marketing: An Empirical Investigation, Journal of Relationship Marketing, 10(3), 167–201.
• J Garg, Ruchi & Vandana, Dr & Kumar, Vinod. (2017). Modelling the Impact of Customer Experience on Brand Loyalty: A Conceptual Study.
• Kamaladevi, B. (2010). Customer Experience Management in Retailing, Business Intelligence Journal, 3(1),
• Kim, H. & Choi, B. (2013). The Influence of Customer Experience Quality on Customers’ Behavioral Intentions, Services Marketing Quarterly, 34(4), 322–338.
• Kim, S., Cha, J., Knutson, B. J. & Beck, J. a. (2011). Development and Testing of the Consumer Experience Index (CEI), Managing Service Quality, 21(2), 112–132.
• Klaus, P. “Phil,” & Maklan, S. (2011). Bridging The Gap For Destination Extreme Sports - A Model of Sports Tourism Customer Experience. Journal of Marke, (June 2015), 37–41.
• Klaus, P. “Phil,” & Maklan, S. (2013). Towards a Better Measure of Customer Experience. International Journal of Market Research, 55(2), 227–246.
• Klaus, P. & Bang, N. (2013). Exploring the Role of the Online Customer Experience in the Firms Multi Channel Strategy - An Empirical Analysis of the Retail Banking Services Sector, Journal of Strategic Marketing,1–40.
• Kranzbühler, A.-M., Kleijnen, M. H. P., Morgan, R. E., & Teerling, M. (2017). The Multilevel Nature of Customer Experience Research: An Integrative Review and Research Agenda. International Journal of Management Reviews. https://doi.org/10.1111/ijmr.12140
• Laming, C. & Mason, K. (2014). Customer Experience — An Analysis of the Concept and its Performance in Airline Brands, Research in Transportation Business & Management, 10, 15–25.
• Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96.
• Meyer, C. & Andre S. (2007). Understanding Customer Experience. Harvard Business Review 1–12.
• Nadiri, H. & Gunay, G. N. (2012). An Empirical Study To Diagnose the Outcomes of Customers’ Experiences in Trendy Coffee Shops, Journal of Business Economics and Management, 14(1), 1–32.
• Nash, D., Armstrong, D. & Robertson, M. (2013). Customer Experience 2.0: How Data, Technology, and Advanced Analytics are Taking an Integrated, Seamless Customer Experience to the Next Frontier, Journal of Integrated Marketing Communications, 1(1), 32–39.
• O’Neill, M. & Palmer, A. (2003). An Exploratory Study of the Effects of Experience on Consumer Perceptions of the Service Quality Construct, Managing Service Quality, Vol. 13(3), 187-96.
• Odabaşi Y. (2004). Müşteri İlişkilerinden Müşteri Deneyimine ; Starbucks Fal Da Bakar Mı ? , Sabah Business, 22, 12-13.
• Olshavsky, R. W. & D. H. Granbois (1979). Consumer Decision Making - Fact or Fiction?, Journal of Consumer Research, 6, 93-100.
• Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERVQUAL: a Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, 64(1), 12-40.
• Pine, B. J. & Gilmore, J. H. (1998). Welcome to the Experience Economy Harvard Business Review 76 (July – August): 97 – 105.
• Pine, B. J. & Gilmore, J. H. (2002). Welcome To The Experience Economy, Health Forum Journal,
• Pine, B. J. & Gilmore, J. H. (2011). The Experience Economy. Harvard Business Press.
• Pullman, C. & Gross, M. A. (1999). Ability of Experience Design Elements to Elicit Emotions and Loyalty Behaviors, Decision Sciences, 5(3), 551-578.
• Rawson, A., Duncan, E., Jones, C. (2013) The Truth About Customer Experience, Touchpoints Matter, But it’s The Full Journey That Really Counts. Harvard Business Review, September
• Sathish, a S. & Venkatesakumar, R. (2011). Customer Experience Management and Store Loyalty in Corporate Retailing - With Special Reference ton “Sony World.”, Annamalai International Journal of Business Studies & Research, 3(1), 67–77.
• Schmitt, B. (1999). Experiential Marketing: How to get Customers to Sense, Feel, Think, Act and Relate to your Company and Brands. New York: The Free Press.
• Schmitt, B. (2003). Customer Experience Management: A Revolutionary Approach to Connecting With Your Customers, John Wiley & Sons, New Jersey.
• Schmitt, B. (2010). Experience Marketing: Concepts, Frameworks and Consumer Insights, Foundations and Trends in Marketing, 5(2), 55 – 112.
• Scitovsky, T., (1951), “The State of Welfare Economics”, American Economic Review, cilt:41, 303-315
• Scott, N., Laws, E. & Boksberger, P. (2010). The Marketing Of Hospitality And Leisure Experiences, Marketing Of Tourism Experience, Routledge Publication, Usa.
• Shaw, C. & Ivens, J. (2002). Building Great Customer Experience, Palgrave Macmillan, New York, NY.
• Shaw, R. & Reed, D. (1999). Measuring and Valuing Customer Relationships: How to Develop The Measures That Drive Profitable CRM Strategies-Business Intelligence. Business Intelligence Ltd, London.
• Sirapracha, J & Tocquer, G. (2012)"Branding and Customer Experience in the Wireless Telecommunication Industry ," International Journal of Trade, Economics and Finance vol. 3, no. 2, pp. 103-108, 2012.
• Varnalı, K. (2017). Müşteri Deneyimi Tasarım, Yönetim, Dönüşüm. İstanbul. MediaCat Kitapları.
• 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
• Yalçın, M. (2009). İnovasyonla Hizmet ve Deneyim. İstanbul. Yaprak Yayın Dağıtım
• Yanker, R., Arnold, S., Tonby, O. & Placier, D. (2004). Rediscovering the Customer: Turning Customer Satisfaction into Shareholder Value, McKinsey Marketing Solutions, Boston, USA.
• Yi, Y. & Gong, T. (2009). An Integrated Model of Customer Social Exchange Relationship: the Moderating Role of Customer Experience, The Service Industries Journal, 29(11), 1513–1528.
• Yuan, E. & Wu, C. K. (2008).Relationships Among Experiential Marketing, Experiential Value, and Customer Satisfaction, Journal of Hospitality & Tourism Research, 32(3), 387-410.