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- Title
CUSTOMER EXPERIENCE MEASUREMENTS CRITICAL REVIEW OF LITERATURE.
- Authors
Wagh, Prakash D.; Shahare, Padmakar
- Abstract
Objective: This research aims to explore the current customer experience measurement metrices to find out merit and pitfalls in them based on a critical review of existing literature. Methods: We have used Pare et tal (2015) six step framework for a structured and critical review of the current consumer measurement indices.145 Journal articles and 10 books related to the subject were reviewed and analysed during the process. Result: Significant findings include lack of association between business strategy and customer experience measurement, Data in silo format, Interdepartmental collaboration missing. The Twelve widely used metrices have merits as well as significant pitfalls. Comapnies and firm need to revisit and redefine their customer experience measurement indices,
- Subjects
CUSTOMER experience; DATA integrity; BUSINESS planning; LITERATURE reviews; BOOKS
- Publication
Environmental & Social Management Journal / Revista de Gestão Social e Ambiental, 2024, Vol 18, Issue 8, p1
- ISSN
1981-982X
- Publication type
Article
- DOI
10.24857/rgsa.v18n8-041