Towards a better measure of customer experience

Defining and improving customer experience is a growing priority for market research because experience is replacing quality as the competitive battleground for marketing.

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

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