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The interplay of customer experience and commitment

Accepted version
Peer-reviewed

Type

Article

Change log

Authors

Keiningham, T 
Ball, J 
Benoit (née Moeller), S  ORCID logo  https://orcid.org/0000-0003-0420-4636
Bruce, HL 
Buoye, A 

Abstract

jats:sec<jats:title content-type="abstract-subheading">Purpose</jats:title>jats:pThis 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.</jats:p></jats:sec>jats:sec<jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title>jats:pThis research contributes to theoretical and practical perspectives on customer experience and its measurement by integrating extant literature with customer commitment and customer satisfaction literature.</jats:p></jats:sec>jats:sec<jats:title content-type="abstract-subheading">Findings</jats:title>jats:pThe 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.</jats:p></jats:sec>jats:sec<jats:title content-type="abstract-subheading">Practical implications</jats:title>jats:pGiven 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.</jats:p></jats:sec>jats:sec<jats:title content-type="abstract-subheading">Originality/value</jats:title>jats:pThis 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.</jats:p></jats:sec>

Description

Keywords

Satisfaction, Loyalty, Customer experience, Service design, Service encounter

Journal Title

Journal of Services Marketing

Conference Name

Journal ISSN

0887-6045

Volume Title

31

Publisher

Emerald