Measuring customer experience: text-based and pictorial scales

Past event — 25 March 2020

Kühne Logistics University
Grosser Grasbrook 17, 20457 Hamburg, Room EE Lecture 2

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Prof. Michael Paul

Professor and Chair of Value Based Marketing

University of Augsburg, Germany


Managing customer experiences is a strategic priority, but companies and researchers still lack an effective customer experience (CX) measure. An effective measure would need to quantify CX as a multidimensional construct, from a customer perspective, across various experience partners and touchpoints in an omnichannel environment; assess CX accurately and efficiently; and predict marketing outcomes appropriately. Without such a measure, companies struggle to manage customer interactions, and researchers cannot investigate CX comprehensively. To address this gap, the current study provides an omnichannel-capable conceptualization of CX and reports on nine studies, undertaken to develop and validate both a text-based and a pictorial measurement scale. The text-based CX scale includes 18 items to reflect its six dimensions; the pictorial scale uses one easy-to-understand icon per dimension. The empirical results reveal the sound psychometric properties of both scales, demonstrate the unique position of CX in relation to established marketing constructs, and indicate the measures’ predictive validity in the field. While the text-based scale is preferable for research applications, the pictorial scale enables companies to track CX efficiently in practice.


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, Germany. He earned his PhD from the University of Weimar in Germany. His research interests are in omnichannel marketing, digital media, and services marketing. Michael has won five best paper awards and his publications have appeared 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.

More info about Prof. Michael Paul


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Birgit Kappert

Program Manager