Identifying and modelling the factors of customer experience towards customers' satisfaction
by Ruchi Garg, Zillur Rahman, Ishwar Kumar, M.N. Qureshi
International Journal of Modelling in Operations Management (IJMOM), Vol. 1, No. 4, 2011

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.

Online publication date: Wed, 14-Jan-2015

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