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Maklan, Stan and Klaus, Philipp "Phil" (2011) Customer Experience: Are We Measuring the Right Things? International Journal of Market Research, 53 (6). pp. 771-792. ISSN 1470-7853

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Abstract

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 changes in marketing theory due to institutional factors and the time for new practices to diffuse. The authors posit that firms still measure customer experience against criteria more suited for evaluating product and service marketing. Research practice seems rooted to 1990s notions of service quality, itself an outgrowth of Total Quality Management originating in manufacturing during the 1980s. The authors argue that market researchers will serve their organizations and customers better if they take an active role updating the customer experience measurement commensurate with advances in the conceptualization of that which firms offer customers.

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