A Consumer Experience is a customer experience for a consumer using a consumer product.
– The primary purpose of this paper is to develop a parsimonious Consumer Experience Index (CEI) and then identify and validate the dimensionality of the experience concept.
– The study employed a four‐step methodology. After conducting a pre‐test and pilot test, data were collected from 397 adults via an online survey. A split‐sample technique was used for the data analysis. The first‐split sample (n=199) was used to conduct the exploratory factor analysis. Reliability, convergent validity, and discriminant validity were evaluated with a second‐half split sample (n=198) from confirmatory factor analysis.
– Scale‐development procedures resulted in a seven‐factor model comprised of the following dimensions: environment, benefits, convenience, accessibility, utility, incentive, and trust. Overall, the 26‐item CEI is a reliable and valid measure to determine the underlying components of a consumer's experience.
– This study concentrates on an experience based on the general service delivery system rather than a specific industry or business sector. Applicability of this experience measure should also be evaluated in specific, but diverse, business sectors. By understanding these seven dimensions, management can develop effective marketing strategies for providing memorable experience for consumers.
– Consumer experience has gone largely unmeasured. Built on the old business axiom that you cannot manage what you cannot measure, this validated CEI tool can provide businesses with an effective new management tool.
- (Thompson et al., 1989) ⇒ Craig J. Thompson, William B. Locander, and Howard R. Pollio. (1989). “Putting Consumer Experience Back Into Consumer Research: The Philosophy and Method of Existential-phenomenology.” Journal of consumer research 16, no. 2
- ABSTRACT: Existential-phenomenology is presented as an alternative paradigm for conceptualizing and studying consumer experience. Basic theoretical tenets of existential-phenomenology are contrasted with more traditional assumptions and methods used in consumer research. The metaphors used by each paradigm to describe its world view are provided and their respective implications for consumer research discussed. One phenomenological research method is detailed, and examples of how the method is applied and the type of data it produces are provided. An epistemological analysis reveals that existential-phenomenology can provide an empirically based and methodologically rigorous understanding of consumer phenomena.