Towards a better measure of customer experience
Philipp Klaus
ESCE International Business School
Stan Maklan
Cranfield University School of Management
The background
In our article asking if market researchers were using the right measures to help their firms improve customer experience, we established that customer experience was conceptually different from service quality and hence requires a new corresponding measurement (Klaus & Maklan 2007). The role of measurement in successfully implementing and executing strategy is long established and well documented (e.g. Martilla & James 1977). This role is particularly crucial for new emerging paradigm shifts (Bowden 2009) such as the most...