Customer experience quality: An exploration in business and consumer contexts using repertory grid technique
Lemke, Fred Clark, Moira Wilson, Hugh
Lemke, Fred
Clark, Moira
Wilson, Hugh
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Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2011
Journal
Journal of the Academy of Marketing Science
Book
Publication Volume
39
Publication Issue
6
Publication Begin page
846
Publication End page
869
Publication NUmber of pages
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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
Customer Experience, Repertory Grid, Service Quality, Service-dominant Logic