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Customer experience quality: an exploration in business and consumer contexts using repertory grid technique
2010
Journal of the Academy of Marketing Science
This study proposes a conceptual model for customer experience quality and its impact on customer relationship outcomes. Customer experience is conceptualized as the customer's subjective response to the holistic direct and indirect encounter with the firm, and customer experience quality as its perceived excellence or superiority. Using the repertory grid technique in 40 interviews in B2B and B2C contexts, the authors find that customer experience quality is judged with respect to its
doi:10.1007/s11747-010-0219-0
fatcat:6fe2nyfppnhprh65wxfww3cmwi