CLARO M.

RECTO ACADEMY OF ADVANCED STUDIES

TOWARDS A BETTER MEASURE OF CUSTOMER EXPERIENCE

A Scientific Paper
Submitted to the Faculty of the
Claro M. Recto Academy of Advanced Studies
Lyceum of the Philippines University Cavite

In Partial Fulfillment
of the Requirements of the Degree
Master in International Hospitality Management

JAY M. LOPEZ
August 2017

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Statement of the Article/Paper’s Research Problem

This study sought to answer if market researchers were using the right measures

to help their firms improve customer experiences (Klaus and Maklan, 2007). In lieu, the

researchers questions the practice based on the conceptual gap between the measures and

the customer experience. Customer experience is generated through a longer process of

company–customer interaction across multiple channels, generated through both

functional and emotional clues (Buswell, et al, 2016).

Goals, Purpose, and Significance of the Article/Paper

This study focuses on the impact of the customer experience on important

marketing outcomes, namely customer satisfaction, loyalty and word-of-mouth behavior.

Moreover, customer experience was conceptually different from service quality and

hence requires a new corresponding measurement (Klaus & Maklan 2007).Based on

research and literature, customer experience is defined as the customer’s cognitive and

affective assessment of all direct and indirect encounters with the firm relating to their

purchasing behavior (Avaremy, 2013). With this, this study presented EXQ, a scale

measure of customer that explains important marketing outcomes (Klaus & Maklan,

2011). As stated by Klaus and Maklan (2013) in the article of Avaremy (2013), they

believe the EXQ included the key attributes of customer experience that are not captured

in current marketing research assessments.

Framework Used in the Article Paper

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Identification of Assumption(s), if applicable

As the study progressed, the following hypotheses were formulated:

H1: Customer experience has a significant positive impact on customer satisfaction.

H2: Customer experience has a significant positive impact on loyalty intentions.
H3: Customer experience has a significant positive impact on word-of-mouth behavior.
H4: Customer experience has a stronger positive impact on loyalty intentions that
customer satisfaction
H5: Customer experience has a stronger positive impact on word-of-mouth behavior than
customer satisfaction.

Data Collection Methods and Analysis Used in the Article/Paper

Online questionnaires and printed survey questionnaires to the participants were

used as methods of collecting data for the study. The questionnaires are structured with 7-

point scale (1= strongly disagree, 7=strongly agree) or as Do not know/Not applicable to

rate the customer experiences. Also, the questionnaire contains descriptive profiles of the

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exploratory stage of each context. Statistic formulas were used as a technique in

analyzing the data gathered for the study.

Summary of the Results

Findings confirm that all four dimensions of customer experience quality have a

positive and significant impact on important marketing outcomes, validating the notion

that the customer experience evaluation goes beyond the direct service encounter, and

includes direct and indirect encounters with all organizational functions of the

organization and possible channels and touch points, such as marketing communications,

advertising, internet presence and after-sales care. This suggests that consumers’

evaluation of experience goes beyond the direct service encounter, and includes direct

and indirect encounters with all touch points, such as marketing communications,

advertising, internet presence and after-sales care. Moreover, customer experience

measures (e.g. EXQ) should be considered alongside more traditional means of assessing

strategy – e.g. customer satisfaction and Net Promoter Score – as these may be better and

more direct predictors of consumer behavior.

Major Point of Agreement

The researcher agrees to the idea that customers experience must be a priority to

be improved and defined. In the service industry, it is much likely that in order to give

high quality of service, it is a pre requisite to understand the potential customers’ buying

behavior, their capacity to purchase and also their needs and wants. With this, marketers

can formulate strategies in order to capture customer’s attention to the proposed product

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or service. Getting their attention first and making the customers interested towards the

product or service will be a starting point and thus it will create loyalty and retention of

customers.

Major Point of Disagreement

The researcher does not have much disagreement to any part of the scientific

paper as it made a turning point in measuring customer experience.

Source(s) of Information

Avaremy. (2013). Customer satisfaction vs. customer experience (services marketing).

Contemporary Marketing. Retrieved from :
https://avaremy.wordpress.com/2014/01/20/550/

Buswell, et. al. (2016). Service quality in leisure, events, tourism and sports. (2nd edition).
Retrieved from: https://books.google.com.ph/books.

Klaus, P. & Maklan, S. (2007) The role of brands in a service dominated world. Journal
of Brand Management, 15, 2, pp..115–122.

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