Customer Experience: Are We Measuring the Right Things?

International Journal of Market Research - Tập 53 Số 6 - Trang 771-772 - 2011
Stan Maklan1, Philipp Klaus2
1Cranfield School of Management
2ESCEM School of Business and Management

Tóm tắt

Marketing theory and practice evolved dramatically through a series of transformations from products to services and, recently, customer experiences. Each stage has its own perspective on marketing's purpose, the nature of customer value, and measurements that calibrate performance and guide managerial decisions. The latter is of particular interest to market researchers. Measurement (research) typically lags behind changes in marketing theory due to institutional factors and the time it takes for new practices to diffuse. The authors posit that firms still measure customer experience against criteria more suited to evaluating product and service marketing. Research practice seems rooted in 1990s notions of service quality, itself an outgrowth of total quality management (TQM) originating in manufacturing during the 1980s. The authors argue that market researchers will serve their organisations and customers better if they take an active role in updating the customer experience measurement commensurate with advances in the conceptualisation of that which firms offer customers.

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International Journal of Market Research

Tập 53 Số 6

771-772

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