Customer service experiences

Uta Jüttner · Dorothea Schaffner · Katharina Windler · Stan Maklan

113 citations0/0 files storedEuropean Journal of Marketing

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Customer Service Quality and Loyalty Consumer Retail Behavior Studies Service and Product Innovation

Abstract

Purpose The purpose of this paper is to develop and apply the sequential incident laddering technique as a novel approach for measuring customer service experiences. The proposed approach aims to correspond with the concept's theoretical foundation in the extant literature. Design/methodology/approach The paper applies the sequential incident laddering technique to measure customer service experiences. The technique integrates two well‐established methods in service marketing: sequential incident and laddering techniques. The data collected from 41 customers in a hotel and restaurant experience context illustrate that the method corresponds with the key themes of the proposed experience concept and experience formation process. Findings Applying the proposed technique reveals first, the customer's cognitive and emotional responses to company stimuli. Second, the salient customer cognitions and emotions across several episodes of the service interaction process are identified. Third, the personal values which drive the customer's service experience are disclosed. Research limitations/implications The empirical study is a first illustration of the proposed measurement approach in only one company based on a limited sample size. The methodological contributions and development opportunities for further applications are set out for different contexts and in combination with other methods. Practical implications The proposed method integrates customer and company‐related constructs. Therefore, the data collected can provide managers with guidelines for customer service experience design based on detailed customer feedback. Originality/value The paper proposes an innovative measurement approach to customer service experiences which can support knowledge development in an important marketing area.

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References

1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 2004Co-creation experiences: The next practice in value creation 1994Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value 1990The Service Encounter: Diagnosing Favorable and Unfavorable Incidents 2009Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?1995Mood and judgment: The affect infusion model (AIM).2007Managing the co-creation of value 2009Customer Experience Creation: Determinants, Dynamics and Management Strategies

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