The dawn of traditional CX metrics? Examining satisfaction, EXQ, and WAR

Customer experience (CX) has evolved into a top priority of business executives worldwide. CX is a key determinant of long-term corporate success.


Customers increasingly look for tailored experiences from their interactions with any organization, at any point in time, through any channel (Grewal, Bart, Spann, & Zubcsek, 2016; Wedel & Kannan, 2016). While there are exceptions, a large ma

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