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Klaus, Philipp "Phil" and Maklan, Stan EXQ: A Multiple-Item Scale for Assessing Service Experience. Journal of Service Management. ISSN 1757-5818

PDF (EXQ - the first ever validated measurement of customer/service experience quality.) - Draft Version Download (661Kb)

Abstract

Purpose This research conceptualizes, constructs, refines and empirically validates a multiple-item scale for measuring customers’ service experience (EXQ). Design/methodology/approach The authors present exploratory research developing a conceptualization of service experience based on a two-stage approach: initial item generation through qualitative research, initial purification of these findings through exploratory factor analysis, and validation through the use of confirmatory factor analysis and structural equation modeling. Findings The paper conceptualizes and validates the concept of customer/service experience. The research identifies 19 items in four dimensions of the EXQ scale: product experience, outcome focus, moments-of-truth and peace-of-mind (POMP). These dimensions reflect service experience perceptions. The findings support the conclusion that the service experience has a significant impact on customer satisfaction, loyalty and word-of-mouth intentions. The scale demonstrates good psychometric properties based on the variety of reliability and validity tests utilized and builds upon extant research. Practical implications The research provides managers with the dimensions of service experience that influence purchase behavior. It provides researchers with a sought-after conceptualization of service experience. Originality/value We believe that this is the first empirically founded conceptualization and measurement of service/customer experience. Keywords: Customer experience; customer experience quality; EXQ; service experience; service quality; scale development; repurchasing behavior; loyalty.

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