Browsing by Author "Klaus, Philipp"
Now showing 1 - 2 of 2
Results Per Page
Sort Options
Item Open Access EXQ: development and validation of a multiple-item scale for assessing customer experience quality(Cranfield University, 2010-02) Klaus, Philipp; Maklan, StanPositioned in the deliberations related to service marketing, the conceptualisation of service quality, current service quality measurements, and the importance of the evolving construct of customer experience, this thesis develops and validates a measurement for customer experience quality (EXQ) in the context of repeat purchases of mortgage buyers in the United Kingdom. The thesis explores the relationship between the customer experience quality and the important marketing outcomes of customer satisfaction, repeat purchasing behaviour, loyalty and word-of- mouth intentions. The methodology follows Churchill’s (1979) scale development paradigm approach to scale development and is also informed by the more recent publication of Walsh and Beatty (2007). This involves creating the EXQ scale from the following sequence of research activities: (a) employing a review of the literature on service marketing, service quality, service quality measurements, and customer experience research; (b) generating an initial item pool from qualitative research; (c) purifying and validating the EXQ scale through exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modelling (SEM). The EXQ scale explains 63 per cent of all variances in customer satisfaction, more than 86 per cent of loyalty, and more than 94 per cent of word-of-mouth intentions. This is evidence of the high explanatory power of the EXQ scale for important marketing outcomes. This thesis represents both the first empirically derived conceptualisation of customer experience and the first validated measure of customer experience quality. It reports the findings collected from three independent samples of repeat mortgage buyers from a United Kingdom bank.Item Open Access A systematic review of measurements of service quality and consumer experience(Cranfield University, 2007-08) Klaus, Philipp; Maklan, StanThe challenge of predicting consumer behaviour is widely considered by the literature as a rather daunting, but worthwhile task. Which manager or academic would not be interested in using or developing a framework enabling one to predict future behaviour better than existing measurements? Refering to the old saying, stating that ‘only what gets measured, gets managed’, indicating what the literature addresses as a need to track the influence of change through measurements. In order to address my research question and explore the proposition ‘Can a measurement of service quality based on consumer experience be a better predictor of consumer behaviour?’ this paper examines the existing literature in two fields of literature. On the one hand I will be investigating studies in the context of existing measurements of service quality to assess the first part of my research question to determine the ‘status quo’, application and characteristics of the literature on measurements of service quality. On the other hand the paper will select, appraise, and synthesize the relevant literature on consumer behaviour to address the second part of the research question, if, and if yes, how the phenomenon of consumer experience could be the foundation for a measurement of service quality capable of predicting consumer behaviour better than existing measurements of service quality. By systematically reviewing the existing literature I am aiming on contributing to the literature addressing the challenges of predicting consumer behaviour.