EXQ: a multiple‐item scale for assessing service experience

EXQ: a multiple‐item scale for assessing service experience Purpose – The purpose of this paper is to conceptualize, construct, refine and empirically validate a multiple‐item scale for measuring customers' service experience (EXQ). Design/methodology/approach – The authors present exploratory research developing a conceptualization of service experience based on a two‐stage approach: initial item generation through qualitative research, initial purification of these findings through exploratory factor analysis, and validation through the use of confirmatory factor analysis and structural equation modeling. Findings – The paper conceptualizes and validates the concept of customer/service experience. In total, 19 items in four dimensions of the EXQ scale were identified: product experience, outcome focus, moments‐of‐truth and peace‐of‐mind. These dimensions reflect service experience perceptions. The findings support the conclusion that the service experience has a significant impact on customer satisfaction, loyalty and word‐of‐mouth intentions. The scale demonstrates good psychometric properties based on the variety of reliability and validity tests utilized and builds upon extant research. Practical implications – The research provides managers with the dimensions of service experience that influence purchase behavior and provides researchers with a sought‐after conceptualization of service experience. Originality/value – The authors believe that this is the first empirically founded conceptualization and measurement of the service/customer experience. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Service Management Emerald Publishing

EXQ: a multiple‐item scale for assessing service experience

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Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
1757-5818
DOI
10.1108/09564231211208952
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to conceptualize, construct, refine and empirically validate a multiple‐item scale for measuring customers' service experience (EXQ). Design/methodology/approach – The authors present exploratory research developing a conceptualization of service experience based on a two‐stage approach: initial item generation through qualitative research, initial purification of these findings through exploratory factor analysis, and validation through the use of confirmatory factor analysis and structural equation modeling. Findings – The paper conceptualizes and validates the concept of customer/service experience. In total, 19 items in four dimensions of the EXQ scale were identified: product experience, outcome focus, moments‐of‐truth and peace‐of‐mind. These dimensions reflect service experience perceptions. The findings support the conclusion that the service experience has a significant impact on customer satisfaction, loyalty and word‐of‐mouth intentions. The scale demonstrates good psychometric properties based on the variety of reliability and validity tests utilized and builds upon extant research. Practical implications – The research provides managers with the dimensions of service experience that influence purchase behavior and provides researchers with a sought‐after conceptualization of service experience. Originality/value – The authors believe that this is the first empirically founded conceptualization and measurement of the service/customer experience.

Journal

Journal of Service ManagementEmerald Publishing

Published: Mar 9, 2012

Keywords: Consumer behaviour; Customer services quality; Pre‐purchase satisfaction; Customer satisfaction; Customer loyalty; Customer experience; Customer experience quality; Service experience; Scale development; Repurchasing behaviour

References

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