Customer experience quality: an exploration in business and consumer contexts using repertory grid technique |
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Authors: | Fred Lemke Moira Clark Hugh Wilson |
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Institution: | (1) Marshall Goldsmith School of Management, Alliant International University, San Diego, CA 92131, USA;(2) Henley Business School, Greenlands, Henley-on-Thames, Oxfordshire, RG9 3AU, UK;(3) Cranfield School of Management, Cranfield, Beds., MK43 0AL, UK |
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Abstract: | This study proposes a conceptual model for customer experience quality and its impact on customer relationship outcomes. Customer
experience is conceptualized as the customer’s subjective response to the holistic direct and indirect encounter with the
firm, and customer experience quality as its perceived excellence or superiority. Using the repertory grid technique in 40
interviews in B2B and B2C contexts, the authors find that customer experience quality is judged with respect to its contribution
to value-in-use, and hence propose that value-in-use mediates between experience quality and relationship outcomes. Experience
quality includes evaluations not just of the firm’s products and services but also of peer-to-peer and complementary supplier
encounters. In assessing experience quality in B2B contexts, customers place a greater emphasis on firm practices that focus
on understanding and delivering value-in-use than is generally the case in B2C contexts. Implications for practitioners’ customer
insight processes and future research directions are suggested. |
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Keywords: | |
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