MANAGING AND MEASURING CUSTOMER EXPERIENCE: A LITERATUR REVIEW

Year 2018, Volume: 5 Issue: 1, 63 - 72, 30.03.2018

Cem Duran , Nimet Uray

https://doi.org/10.17261/Pressacademia.2018.817

Abstract

Purpose - Nowadays, customers expect
from the brands to build customized and long term relationships with them.
Hence, it has become evident that
managerial approaches like Customer Relationship Management are important, but
not sufficient to understand and manage the relationships with customers. It has been well recognized
that companies need something more than keeping,
analyzing the data on customer behavior and determine strategies accordingly. A
new concept and deeper approach to understand and manage the whole process
through which the customer get in touch with the company, namely Customer Experience Management (CEM) is coined lately.
Although researchers have been interested in studying the topic for almost twenty years, most of the studies in the literature
are conceptual in nature and empirical studies are scarce. The purpose of this study is to provide the
main directions
and insights for the future studies based on the
previous studies discussing and measuring customer experience as a concept.

Methodology - Through a literature review, customer experience and
customer experience management concepts are discussed and the empirical
approaches to measure the customer experience are examined.

Findings- Although there is a
significant number of empirical studies on the topic in the marketing
literature, a commonly accepted scale measuring the customer experience has not
been developed yet in the literature. However, the literature highlights the dimensions and other attributes of the
measurement that need to be considered in developing a scale.

Conclusion - The need for development of a
valid and reliable scale for measuring customer experience has become evident
with the developing technology affecting different aspects of the customer
experiences. Since the importance of experiential marketing has been increasing
for the Y and Z generations, the measurement of customer experience for these
generations has been more important.  

Keywords

Experience, customer experience, customer experience management, measurement of customer experience

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