A Framework Defining Customer Experience Construct and Measurement
Keywords:
customer experience, product, service, servicescape, brand, consumption, emotion, emotional association, customer satisfaction and customer loyaltyAbstract
The time has gone when the organizations talk about achieving customer satisfaction through quality of goods and services. The impact of globalization, change in consumer lifestyle has made customer highly demanding and enforces him to think before making a purchase of product is it going to portray what I am? Will it fulfil my fantasies? Therefore the marketer needs to explore the experiential perspective of consumer behaviour that is directed towards emotions, fun and fantasies. As today’s customer seek experiences whether from the product, service or the brand. Therefore, the aim of this paper is to provide product, service, and consumption and brand as experiential components of upcoming economy on the basis of review of literature. Moreover, we develop a conceptual model that highlights these dimensions in the measurement of customer experience.In addition to this, study identifies customer experience as a two way interaction between consumer construct and experiential construct.
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