Handbook of Research on Customer Loyalty – Cap: Customer experience measurement: implications for customer loyalty

2022. Research Handbooks in Business and Management series. Pp. 82 - 94

Dennis Herhausen, David Díaz S, Francisco Villaroel O

Abstract:

Customer experience (CX) management is increasingly concerned with the long-term evolution of customer journeys across multiple service cycles (Siebert et al. 2020) and touchpoints (Herhausen et al. 2019a). In this regard, constantly monitoring CX plays a critical role in a firm’s long-term assessment of customer loyalty. A positive journey experience should enhance not only short-term sales but also long-term customer retention (Court et al. 2009). This is particularly relevant in the experience economy where 32% of consumers say that they would churn to the competition if their experience does not meet their expectations (PwC 2018). As such, creating customer loyalty by satisfying and inspiring customers during their journey is crucial for firms in order to sustain their competitive advantage.

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