Measuring Customer Experiences: A Text-Based and Pictorial Scale

Markus Gahler, Jan F. Klein, Michael Paul

Research output: Working paperOther research output


Providing superior customer experiences has become a strategic priority for companies. However, companies and researchers lack a measure that quantifies customer experience (CX) as a multi-dimensional construct in today’s omni-channel environment, predicts crucial outcomes (e.g., customer satisfaction and loyalty), and measures CX in an accurate but efficient way (e.g., in mobile surveys). This has led to persistent difficulties for companies to manage customer interactions. To address these drawbacks, this paper provides two reliable and valid CX scales: a textbased and a pictorial scale. While research can apply the text-based scale, the pictorial scale especially enables companies to track CX efficiently.
Original languageEnglish
Place of PublicationCambridge
PublisherMSI Working Paper Series
Publication statusPublished - 2019


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