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A Comparison of the Approaches to Customer Experience Analysis

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  • Havíř David

    (Brno University of Technology, Brno, Czech Republic)

Abstract

Nowadays, customer experience is receiving much attention in scientific and managerial community. Scholars and practitioners state that customer experience is the next area of competition. For a long time, there has been a call for a uniform, accurate definition, definition of its components, and the development of the customer experience frameworks. As this topic is new, there has been a considerable fragmentation. The question is if the fragmentation is still present and how can we address it. The aim of this paper is to summarize research on customer experience analysis and to explore and compare the dimensions describing customer experience listed in seven conceptual models with findings from 17 research projects on customer experience conducted after the year 2010. The purpose of this is to summarize recent knowledge, get the most comprehensive view on customer experience and its possible decomposition, and to reveal possible relationships between the dimensions. Based on a review of the available literature, the paper juxtaposes several approaches to customer experience analysis and compares their results to find similarities and differences among them. In the first step, the dimensions and factors of the customer experience were extracted from the seven models to analyze customer experience and they were compared with each other. This resulted in a set of dimensions and factors. In the next step, customer experience factors and dimensions were extracted from 17 practical research papers on customer experience. Finally, based on their descriptions and found similarities, the dimensions and factors were put together into several groups, as this grouping and creation of the new universal set of dimensions might solve the fragmentation issue.

Suggested Citation

  • Havíř David, 2017. "A Comparison of the Approaches to Customer Experience Analysis," Economics and Business, Sciendo, vol. 31(1), pages 82-93, August.
    • Handle: RePEc:vrs:ecobus:v:31:y:2017:i:1:p:82-93:n:7
    DOI: 10.1515/eb-2017-0020
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    References listed on IDEAS

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    1. Gentile, Chiara & Spiller, Nicola & Noci, Giuliano, 2007. "How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer," European Management Journal, Elsevier, vol. 25(5), pages 395-410, October.
    2. Rose, Susan & Clark, Moira & Samouel, Phillip & Hair, Neil, 2012. "Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes," Journal of Retailing, Elsevier, vol. 88(2), pages 308-322.
    3. Wendy Hardyman & Kate L. Daunt & Martin Kitchener, 2015. "Value Co-Creation through Patient Engagement in Health Care: A micro-level approach and research agenda," Public Management Review, Taylor & Francis Journals, vol. 17(1), pages 90-107, January.
    4. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    5. Stein, Alisha & Ramaseshan, B., 2016. "Towards the identification of customer experience touch point elements," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 8-19.
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