The Interplay of Customer Experience and Commitment

Keiningham, Timothy L. and Ball, Joan and Benoit, Sabine and Bruce, Helen and Buoye, Alexander and Dzenkovska, Julija and Nasr, Linda and Ou, Yi-Chun and Zaki, Mohammed (2017) The Interplay of Customer Experience and Commitment. Journal of Services Marketing, 31 (2). pp. 148-160.

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Purpose This research aims to better understand customer experience, as it relates to customer commitment and provides a framework for future research into the intersection of these emerging streams of research. Design/methodology/approach This research contributes to theoretical and practical perspectives on customer experience and its measurement by integrating extant literature with customer commitment and customer satisfaction literature. Findings The breadth of the domains that encompass customer experience – cognitive, emotional, physical, sensorial and social – makes simplistic metrics impossible for gauging the entirety of customers’ experiences. These findings provide strong support of the need for new research into customer experience and customer commitment. Practical implications Given the complexity of customer experience, managers are unlikely to track and manage all relevant elements of the concept. This research provides a framework identifying empirically the most salient attributes of customer experience with particular emphasis on those elements that enhance commitment. This offers insight into service design to correspond with specific commitment and experience dimensions. Originality/value This research is the first to examine the customer experience as it relates to customer commitment – a key factor in customer loyalty, positive word of mouth and other desired outcomes for managers and marketers. This paper provides a framework for future research into these emerging topics.

Item Type:
Journal Article
Journal or Publication Title:
Journal of Services Marketing
Additional Information:
This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
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Deposited On:
20 Mar 2018 09:02
Last Modified:
18 Dec 2023 01:51