Title: Identifying and modelling the factors of customer experience towards customers' satisfaction

Authors: Ruchi Garg, Zillur Rahman, Ishwar Kumar, M.N. Qureshi

Addresses: Department of Management Studies, Indian Institute of Technology, Roorkee, Uttarakhand, 247667, India. ' Department of Management Studies, Indian Institute of Technology, Roorkee, Uttarakhand, 247667, India. ' Department of Management Studies, Indian Institute of Technology, Roorkee, Uttarakhand, 247667, India. ' Faculty of Technology and Engineering, Department of Mechanical Engineering, The MS University of Baroda, Vadodara, Gujarat, 390002, India

Abstract: The aim of this article is to identify the critical factors of customer experience (CE) in order to model their structural relationship, and to study their influence on customers| satisfaction. The strategic variables for CE have been identified with the help of expert opinion in different service industries. A hierarchy-based relationship using interpretative structural modelling (ISM) has been developed to establish the mutual relationship among the identified variables. The classification of CE factors as dependent and independent variables and their inter-relationships provide an insight to the service organisations to satisfy the customers| needs.

Keywords: customer experience; interpretative structural modelling; ISM; customer satisfaction; service industry; services; customer needs.

DOI: 10.1504/IJMOM.2011.041525

International Journal of Modelling in Operations Management, 2011 Vol.1 No.4, pp.359 - 381

Published online: 14 Jan 2015 *

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