Research Seminar Prof. Michael Paul

Date • Time

Wednesday, October 4, 2017 - 16:00




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About the presenter

Michael Paul is Professor and Chair of Value Based Marketing at the University of Augsburg, Germany. Prior to his current position, he was on the faculty of the University of Muenster. He earned his Ph.D. from the University of Weimar in Germany. Michael has won three best paper awards, and his work has been published in journals such as the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, and Journal of Service Research, among others. His research interests are in new media, omnichannel marketing, and services marketing.


In today’s experience economy, providing superior experiences along the entire customer journey has become a competitive advantage. To manage marketing activities at all customer touchpoints, companies need to measure the customer experience (CX). While existing research mainly investigates the CX construct conceptually, little is known about (a) how to measure CX in a structured and holistic way, and (b) how firms can implement CX measurements in an accurate, but efficient way along the customer journey in real time. Extant scales are focusing on a specific domain of CX, such as services (e.g., Verleye 2015) and brands (e.g., Brakus et al. 2009), so that they cannot be applied to any customer journey and its different elements (i.e., experiences providers, touchpoints, and purchase stages).

To overcome these research limitations, we develop a CX measurement tool comprising two scales. First, an empirically validated long scale that measures CX considering different dimensions (affective, cognitive, sensorial, physio-behavioral, relational, symbolic), experience providers (brand, personnel, other customers), touchpoints (e.g., advertisement, online shop, store), and purchase stages (pre-purchase, purchase, post-purchase). Second, building on this long scale, we derive and validate a short scale that directly addresses managerial needs, as it can be efficiently implemented on mobile devices to track CXs in real time. Additionally, we suggest an approach for the aggregation of single CXs to an overall CX measure based on customer-specific weights. Our scale development is based on a broad literature review, in-depth interviews with customers and various studies in different industries, settings (lab, field), and countries.

Keywords: customer experience, customer journey, scale development