Publication Type
Journal Article
Version
acceptedVersion
Publication Date
4-2017
Abstract
Purpose: This research aims to better understand customer experience, as it relates to customer commitment and provides a framework for future research into the intersection of these emerging streams of research. Design/methodology/approach: This research contributes to theoretical and practical perspectives on customer experience and its measurement by integrating extant literature with customer commitment and customer satisfaction literature. Findings: The breadth of the domains that encompass customer experience – cognitive, emotional, physical, sensorial and social – makes simplistic metrics impossible for gauging the entirety of customers’ experiences. These findings provide strong support of the need for new research into customer experience and customer commitment. Practical implications: Given the complexity of customer experience, managers are unlikely to track and manage all relevant elements of the concept. This research provides a framework identifying empirically the most salient attributes of customer experience with particular emphasis on those elements that enhance commitment. This offers insight into service design to correspond with specific commitment and experience dimensions. Originality/value: This research is the first to examine the customer experience as it relates to customer commitment – a key factor in customer loyalty, positive word of mouth and other desired outcomes for managers and marketers. This paper provides a framework for future research into these emerging topics.
Keywords
Customer experience, Loyalty, Satisfaction, Service design, Service encounter
Discipline
Marketing | Sales and Merchandising
Research Areas
Marketing
Publication
Journal of Services Marketing
Volume
31
Issue
2
First Page
148
Last Page
160
ISSN
0887-6045
Identifier
10.1108/JSM-09-2016-0337
Publisher
Emerald
Citation
KEININGHAM, Timothy; BALL, Joan; BENOIT, Sabine; BRUCE, Helen L.; BUOYE, Alexander; DZENKOVSKA, Julija; NASR, Linda; OU, Yi-Chun; and ZAKI, Mohamed.
The interplay of customer experience and commitment. (2017). Journal of Services Marketing. 31, (2), 148-160.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/7530
Copyright Owner and License
Authors
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1108/JSM-09-2016-0337