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Measuring customer experience quality: The EXQ scale revisited

Author

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  • Kuppelwieser, Volker G.
  • Klaus, Phil

Abstract

Marketing has recently shown considerable interest in customer experience (CX). Klaus and Maklan (2012, 2013) provided a scale, called EXQ, to measure CX quality. In 2014, Klaus presented an updated EXQ scale that challenged the conceptualization and operationalization of CX quality. Inspired by this new conceptualization, we take the next step in the new EXQ scale’s application by, first, drawing on data from a B2C and a B2B study to systematically explore the scale’s psychometric properties. We find that the EXQ scale comprises two or more dimensions rather than one. In a second step, we explore the nature of the relationships between these dimensions, as well as between the dimensions and their items. Our research replicates previous findings and takes a step toward generalizing the new EXQ scale. This advancement increases our understanding of the role that CX quality plays in different research settings.

Suggested Citation

  • Kuppelwieser, Volker G. & Klaus, Phil, 2021. "Measuring customer experience quality: The EXQ scale revisited," Journal of Business Research, Elsevier, vol. 126(C), pages 624-633.
    • Handle: RePEc:eee:jbrese:v:126:y:2021:i:c:p:624-633
    DOI: 10.1016/j.jbusres.2020.01.042
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    Citations

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    Cited by:

    1. Moore, Simon & Bulmer, Sandy & Elms, Jonathan, 2022. "The social significance of AI in retail on customer experience and shopping practices," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. Daniela Quiñones & Luis Rojas, 2022. "CHECKHI: A Checklist for Evaluating the Customer Experience of Tourism in the Hotel Industry," Sustainability, MDPI, vol. 14(24), pages 1-32, December.
    3. Zhe, Lv & Jie, Wu & Yuan, He, 2023. "The effect of place attachment of geographical indication agricultural products on repurchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    4. Oliveira, Guilherme Gouvea de & Lizarelli, Fabiane Letícia & Teixeira, Jorge Grenha & Mendes, Glauco Henrique de Sousa, 2023. "Curb your enthusiasm: Examining the customer experience with Alexa and its marketing outcomes," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    5. Klaus, Phil & Kuppelwieser, Volker G. & Heinonen, Kristina, 2023. "Quantifying the influence of customer experience on consumer share-of-category," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    6. Weng Marc Lim & Nishtha Malik & Sahil Gupta & Himanshu Rai, 2024. "Harnessing brand authenticity to promote prosocial service behavior," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 449-468, July.
    7. Christian Homburg & Moritz Tischer, 2023. "Customer journey management capability in business-to-business markets: Its bright and dark sides and overall impact on firm performance," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1046-1074, September.
    8. Fernando García-Pascual & David Parra-Camacho & Gabriel Martínez Rico, 2023. "Customer Experience in Sports Centres: Adaptation and Validation of a Measurement Scale," Sustainability, MDPI, vol. 15(7), pages 1-12, March.
    9. Serravalle, Francesca & Vanheems, Régine & Viassone, Milena, 2023. "Does product involvement drive consumer flow state in the AR environment? A study on behavioural responses," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    10. Klaus, Philipp ‘Phil’, 2022. "How luxury retail will change forever – The role of atmospherics in the digital era," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    11. Gounaris, Spiros & Almoraish, Ahmed, 2024. "A dynamic, relational approach to B2B customer experience: A customer-centric perspective from a longitudinal investigation," Journal of Business Research, Elsevier, vol. 177(C).
    12. Devika Rani Sharma & Smitha Girija & Pratima Merugu, 2022. "Mediating Role of Perceived Health Risk on Customer Experience and Customer Satisfaction: Evidence from the Airline Industry in India During COVID-19," International Journal of Global Business and Competitiveness, Springer, vol. 17(1), pages 31-45, December.

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