THE CUSTOMER EXPERIENCE MEASUREMENT SCALE

Öz

By the beginning of the second millennium, the customer experience (CX) concept has emerged to enable companies to achieve a sustainable competitive advantage. This concept has been embraced by both academicians and practitioners but the absence of a reliable and representative measurement instrument in this domain has been as a major concern. The aim of this study is to sift through the available literature, conduct inductive and deductive studies and then present a valid and reliable customer experience scale to academicians and researchers to be further evaluated. The development phase started with literature review, followed by focus group interviews and in-depth interviews. The inductive studies went on through content validity and face validity studies. Following the completion of four inductive studies, a total of five deductive studies referring to the experiences of 4229 in eight different industries were employed. Purpose: The aim of this study is to examine the current scientific literature and to present a workable Customer Experience scale that can be used by academics and practitioners. Method/Design/Methodology/Approach: The development phase started with literature review, followed by focus group interviews and in-depth interviews. The inductive studies went on through content validity and face validity studies. Findings: As a result of the battery of research a valid and reliable scale is developed. Originality: The study sets forth a scale that can be used in both by academics and pracititioners.

Anahtar Kelimeler

• Customer Experience Scale
• Customer Experience Measurement
• Scale Development

MÜŞTERİ DENEYİMİ ÖLÇEĞİ

Öz

21. Yüzyılın başından itibaren Müşteri Deneyimi kavramı kurumların sürdürülebilir bir rekabet avantajı olarak öne çıkmıştır. Akademisyenlerin ve uygulamacıların hızla benimsediği bu kavramın yaygın kullanımı güvenilir ve uygulanabilir bir ölçüm aracının olmaması nedeniyle olumsuz etkilenmiştir. Bu çalışmanın amacı mevcut bilimsel yazını inceleyip, tümdengelimsel ve tümevarımsal araştırmalarla akademisyenler ve araştırmacılara değerlendirebilecekleri bir Müşteri Deneyim ölçeği sunmaktır. Mevcut yazın’ın incelenmesi ile başlayıp odak grup görüşmeleri ve derinlemesine mülakatlarla devam eden bu çalışma; içerik ve görünüş geçerliliğini araştıran tümevarımsal çalışmaları ile sürmüştür. Dört tümevarımsal aşamayı takiben; 4229 katılımcının, sekiz farklı sektörde yaşadığı deneyimleri üzerine beş farklı tümdengelimsel çalışma gerçekleştirilmiş ve Müşteri Deneyimi ölçeği araştırmacıların ve uygulamacıların kullanımına sunulmuştur. Amaç: Bu çalışmanın amacı mevcut bilimsel yazını inceleyip, tümdengelimsel ve tümevarımsal araştırmalarla akademisyenler ve araştırmacılara değerlendirebilecekleri bir Müşteri Deneyim ölçeği sunmaktır. Yöntem/Tasarım / Metodoloji / Yaklaşım: Sekiz farklı sektörde yaşadığı deneyimler ile beş farklı tümdengelimsel çalışma gerçekleştirilmiştir. Test-tekrar test ve paralel form geçerliliği ile ölçek stabilize edilmiştir. Bulgular: Dört tümevarımsal aşamayı takiben 4229 katılımcının sekiz farklı sektörde yaşadığı deneyimler ile beş farklı tümdengelimsel çalışma gerçekleştirilmiş ve Müşteri Deneyimi ölçeği araştırmacıların ve uygulamacıların kullanımına sunulmuştur. Özgünlük: Bu çalışma ile lüteratüre uygulanabilir, güvenilir ve geçerli bir ölçek kazandırılmıştır

Anahtar Kelimeler

• Müşteri Deneyimi Ölçeği
• Müşteri Deneyimi Ölçümü
• Ölçek Geliştirme

Kaynakça

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