Towards a Better Measure of Customer Experience

  title={Towards a Better Measure of Customer Experience},
  author={philipp. klaus},
  • philipp. klaus
  • Published 2012
Defining and improving customer experience is a growing priority for market research because experience is replacing quality as the competitive battleground for marketing. Service quality, we argue, is an outgrowth of the Total Quality Management movement of the 1980s and suffers from that movement’s focus on the provider rather than the value derived by customers. The most popular measure of service quality – SERVQUAL – assesses the functional delivery of service during a single episode. This… CONTINUE READING

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