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Shaping Customer Experience through the Service, Communication, and Usage Encounters

Lookup NU author(s): Dr Yulia Dzenkovska, Dr Nima Heirati, Professor Klaus Schoefer, Professor Fred Lemke


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Customer experience measurement within both services and products contexts remains of paramount importance. However, there is a deficiency of quantitative studies investigating the effects of customer experience on customers’ attitudinal and behavioural outcomes. Specifically, gaps remain as to the effects of different types of encounters experienced by customers. This study investigates how different types of customer-company encounters affect the formation of customers' loyalty towards the brand. The study focuses on the levels of customer’s overall satisfaction and brand attachment as the manifestations of the customers’ perceived utilitarian and emotional evaluation of service, communication, and usage encounters. The findings of our study contribute to the literature on consumer behaviour by demonstrating that customer experience affects customer outcomes, with different types of encounters playing separate and distinctive roles. Within the study, we examine the independent contributions of service, communication, and usage encounters to the customer’s overall satisfaction and brand attachment through a holistic framework. Implications for practitioners and future research directions are suggested.

Publication metadata

Author(s): Dzenkovska J, Heirati N, Schoefer K, Lemke F

Publication type: Conference Proceedings (inc. Abstract)

Publication status: Published

Conference Name: Academy of Marketing Annual Conference 2016

Year of Conference: 2016

Online publication date: 04/07/2016

Acceptance date: 23/03/2016

Publisher: Northumbria University