EQUITY DRIVERS AND THE CUSTOMER
EXPERIENCE
Gao, Lily; Mele o, Iguácel; Sesé, Ja ie
Uni e sidad de Za agoza
ABSTRACT
Cus ome expe ience has become a op p io i y o business manage s and ma ke ing
schola s. Howe e , esea ch on his opic emains ela i ely sca ce, pa icula ly wi h
ega d o he d i e s o he cus ome expe ience. To b idge his impo an gap, we
p opose a uni ied amewo k o unde s and he cus ome expe ience ha in eg a es he
cus ome ’s pe cep ions o alue, b and and he ela ionship, i.e. he h ee equi y d i e s,
and es i empi ically in a se ice se ing. This s udy in ends o demons a e ha he
h ee equi y d i e s a e cen al o explaining he way indi iduals pe cei e hei
expe iences wi h he i m and i s p oduc s and se ices.
Keywo ds:
Cus ome expe ience, equi y d i e s, inancial se ices
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EN CURSO Dis
1. In oduc ion
Gaining compe i i e ad an age in oday’s highly compe i i e and echnologically ad anced
en i onmen equi es ha i ms adop a cus ome -cen e ed ans o ma ion. I s a s wi h
acknowledging he impo ance o he alue being deli e ed o cus ome s (Kuma and Reina z 2016),
and he need o p o ide supe io shopping expe iences (Lemon and Ve hoe 2016). As a esul ,
unde s anding and managing he cus ome expe ience, concep ualized as he cus ome in e nal and
subjec i e esponse o a se o in e ac ions be ween he cus ome and he i m (and i s p oduc s and
se ices) (Gen ille, Spille , and Noci 2007), has become a op p io i y o business manage s and
ma ke ing schola s (MSI 2016). Acco ding o a ecen esea ch by Accen u e (2015), imp o ing he
cus ome expe ience was anked as numbe one by he majo i y o esponden s when execu i es we e
asked abou hei op p io i ies o he nex 12 mon hs. Mul iple i ms, such as KPMG, Amazon and
Google, now ha e chie cus ome expe ience manage s esponsible o c ea ing and managing
cus ome expe ience o hei cus ome s (Lemon and Ve hoe 2016). In a esea ch ealized by
McKinsey abou cus ome jou neys, i was ound ha o ganiza ions able o skill ully manage he
en i e expe ience eap eno mous ewa ds: enhanced cus ome sa is ac ion, educed chu n, inc eased
e enue, and g ea e employee sa is ac ion (Alex Rawson, Ewan Duncan and Colo Jones 2013).
Howe e , despi e he impo ance o deli e ing sa is ac o y and pe sonalized expe iences o build
success ul ela ionships wi h cus ome s, esea ch on his opic emains ela i ely sca ce, pa icula ly
wi h ega d o he d i e s o he cus ome expe ience. While a numbe o concep ual pape s ha e made
hei way and ha e p o ided impo an insigh s in o he na u e, d i e s, and consequences o he
cus ome expe ience (e.g. Lemke, Cla k, and Wilson 2011; Lemon and Ve hoe 2016; Mele o, Sese,
and Ve hoe 2016; Ve hoe e al. 2009), empi ical s udies ha e no ollowed sui . The ew exis ing
s udies end o in es iga e speci ic aspec s, such as p oduc s ea u es (Gen ille, Spille , and Noci
2007), and websi e design (No ak, Ho man, and Yung 2000) as d i e s o he cus ome expe ience.
Simila ly, G ewal, Le y and Kuma (2009) e alua e he ole o mac o ac o s in he e ail en i onmen
(e.g., p omo ion, p ice, me chandise, supply chain and loca ion) on shaping cus ome expe iences and
beha io s. Howe e , he cus ome expe ience is a mul idimensional and holis ic concep (Ve hoe e
al. 2009) and, hus, he a ious ele an ace s ha shape cus ome expe iences should be
simul aneously conside ed o unde s and hei o e all impac as well as hei ela i e impo ance.
Gi en his lack o esea ch, his s udy in ends o ill an impo an gap in he li e a u e by in es iga ing
he cus ome expe ience and i s an eceden s. Speci ically, ou esea ch o e s a uni ied amewo k o
unde s and he cus ome expe ience ha in eg a es he cus ome ’s pe cep ions o alue, b and and he
ela ionship, i.e. he h ee equi y d i e s (Rus , Lemon, and Zei haml 2004). We a gue ha he way in
which cus ome s e alua e hei expe iences wi h companies a e a unc ion o (1) he assessmen hey
make abou he u ili y (i.e. bene i s s. sac i ices) o he good/se ice (i.e. alue equi y), (2) he
subjec i e and in angible assessmen o he b and (b and equi y), and (3) he cus ome pe cep ions
abou he ela ionship wi h he i m (i.e. ela ionship equi y). We es empi ically he amewo k in a
se ice se ing.
The eminde o his wo k is o ganized as ollows. In he nex sec ion, we show he o igin and
e olu ion o cus ome expe ience. In he ollowing sec ion, we p esen ou concep ual amewo k
abou he d i e s o he cus ome expe ience, and de elop he esea ch hypo heses. We will con inue
wi h he desc ip ion abou da a, a iables and me hodology. Finally, we p esen he p elimina y
indings and discuss he implica ions o ou esea ch o heo y and p ac ice. Fu he esea ch lines a e
also de ailed in he las sec ion o encou age academics o in es iga e his opic in he u u e.
2. Backg ound o cus ome expe ience
The cus ome expe ience is no a new concep in ma ke ing li e a u e. Hi schman and Holb ook
(1982) heo ized al eady ha consump ion has expe ien ial aspec s. In he 1980s, expe ien ial heo is s
(e.g., Hi schman and Holb ook 1982; Holb ook and Hi schman1982; Thompson, Locande , and Pollio
1989) encou aged a b oade iew o human beha io , especially ecognizing he impo ance o he
emo ional aspec s o decision making and expe ience, since un il hen ma ke ing esea che s we e
ocusing mos ly on he cogni i e aspec s. Despi e hese ini ial spa ks, he concep o cus ome
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expe ience come mo e ele an ly o he 1990s wi h Pine and Gilmo e´s book on he Expe ience
Economy (1999). These au ho s p esen he “expe ience” as a new economic o e ing (Gen ile, Spille
and Noci,2007). Pine and Gilmo e (1998) concep ualized o he i s ime he idea o “expe ience”
emphasizing he impo an ole o expe ience o achie e consume s´ engagemen wi h he company.
Following his pa h, he e a e mul iple de ini ions o cus ome expe ience in he li e a u e (see o
example Lemon and Ve hoe 2016), since i has been de ined om di e en pe spec i es, o ins ance
co-c ea ion, b and and echnology, e c. In gene al, schola s and p ac i ione s ha e come o ag ee ha
o al cus ome expe ience is mul idimensional, holis ic and dynamic. Thus, heo e ically i is a pe ec
concep o guide manage ial implica ions and ma ke ing heo y de elopmen due o i s main
cha ac e is ics. Howe e , hese cha ac e is ics men ioned abo e also become “bu den” in e ms o
measu emen . Klaus and Maklan (2011,2012) highligh ha he main p oblem o concep ualizing
cus ome expe ience is ha i is de ined so b oadly, so “holis ically” ha i is li le use o manage s.
Hence, he me hodological challenges o measu ing cus ome se ice expe iences a e closely linked
wi h he complexi y o his concep (Jü ne , Scha ne , Windle and Maklan, 2013).
Ideally, we would like o measu e and assess cus ome s’ o e all expe ience wi h he i m, a each
s age in he cus ome jou ney and o all ouch poin s. Howe e , he eali y is ha cus ome expe ience
is gene ally measu ed by ocusing on speci ic elemen s ins ead o being ea ed as an in eg a ed uni
(Jü ne , Scha ne , Windle and Maklan, 2013; Lemon and Ve hoe 2016). Palme (2010) explains he
main eason o his phenomenon. He s a es ha “p obably he g ea es p oblem in de eloping and
ope a ionally adap able measu e o cus ome expe ience is he complexi y o con ex speci ic
a iables” (Palme 2010 pp.202-203), illus a ing he gap be ween he unde s anding o he concep ual
domain and he me hodological knowledge o cus ome se ice expe ience.
Cus ome expe ience quali y based on alue-in-use in oduced by Lemke, Cla k and Wilson (2011)
shed new ligh o his cen al issue owa d cus ome expe ience measu emen , since quali y is
concei ed as a global assessmen , de ined by Zei haml (1988) as a pe cei ed judgemen abou an
en i y’s o e all excellence o supe io i y. Hence, in his wo k, we ollow Lemke, Cla k, and Wilson
(2011) and ocus on he concep o cus ome expe ience quali y. Acco ding o Lemke, Cla k and
Wilson (2011) cus ome expe ience is he cus ome ’s subjec i e esponse o he holis ic di ec
and indi ec encoun e wi h he i m, and cus ome expe ience quali y is concep ualized as i s
pe cei ed excellence o supe io i y o he cus ome expe ience.
3. Concep ual amewo k and de elopmen o hypo hesis
We p opose a uni ied amewo k o unde s and he cus ome expe ience ha in eg a es he cus ome ’s
pe cep ions o alue, b and and he ela ionship, i.e. he h ee equi y d i e s (Rus , Lemon, and
Zei haml 2004). We a gue ha he way in which cus ome s e alua e hei expe iences wi h companies
a e a ec ed by he assessmen hey make abou he u ili y (i.e. bene i s s. sac i ices) o he
good/se ice (i.e. alue equi y), he subjec i e and in angible assessmen o he b and (b and equi y),
and he cus ome pe cep ions abou he ela ionship wi h he i m (i.e. ela ionship equi y). Toge he ,
hese h ee equi y d i e s cap u e all ele an aspec s o he in e ac ions ha ul ima ely de e mine he
way indi iduals pe cei e hei exchange wi h he company. Nex , we concep ualize he h ee equi y
d i e s and p esen he esea ch hypo heses. FIGURE 1
Cus ome expe ience concep ual amewo k
Value equi y
B and equi y
Rela ionship
equi y
Cus ome
expe ience quali y
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3.1. Value equi y
Value equi y cap u es cus ome ’s objec i e assessmen o he u ili y o goods o se ices based on
pe cep ions o “wha is gi en up” o “wha is ecei ed.” Value equi y is he keys one o he
cus ome ’s ela ionship wi h he i m (Lemon, Rus and Zei hmal, 2001). Expec a ion- discon i ma ion
heo y (e.g. Hombu g, e al, 2006) a gues ha when alue equi y is pe cei ed as high, cus ome s a e
mo e sa is ied wi h he i m’s o e ings. Mo eo e , when a cus ome ecei es excep ional alue in his
o he consump ion expe iences ia he di ec sales channel, he o she will seek o main ain he
ela ionship wi h he di ec selle leading o high ela ional commi men (Musa, Pallis e and Robson,
2005). Finally, equi y heo y main ains ha pe cei ed equi y p oduces posi i e a ec i e s a es ha
lead o posi i e a i udes, such as us and loyal y (Adams, 1965; Homans, 1965, Wals e,Wals e and
Be scheid 1978). Based on hese a gumen s, when cus ome s pe cei e high alue equi y, cus ome
expe ience quali y is expec ed o be highe . Mo e o mally,
H1: Pe cei ed alue equi y has a posi i e impac on cus ome expe ience quali y.
3.2. B and equi y
Schmi (1999) emphasized he impo ance o b and equi y on cus ome expe ience. Za an onello and
Schmi (2013) sugges ha b and equi y has been widely sea ched o e he yea s and wo main
pe spec i es ha e eme ged. One pe spec i e, which is cen e ed on i m-based b and equi y, deals wi h
he inancial alue o b ands. The o he pe spec i e ocuses on consume based b and equi y and e e s
o consume s´ esponses o b ands. We adop he la e pe spec i e in his wo k. B and equi y e e s o
he cus ome s’ subjec i e and in angible assessmen o he b and image (Lemon e al., 2001). And he
classical concep ualiza ion de eloped by Aake (1991) de e mines b and equi y as a se o b and asse s
and liabili ies linked o a b and, i s name and symbol ha add o o sub ac om he alue p o ided
by a p oduc o se ice o ha i m´s cus ome s´ and/o o ha i m. Based on his concep ualiza ion,
he essen ial dimensions o b and equi y a e b and awa eness, b and associa ion and b and loyal y.
B and awa eness indica es cus ome ’s capabili y o ecall o ecognize a b and (Aake , 1991). B and
associa ions po ay image dimensions ha a e posi i e, a o able and unique o a b and (Aake , 1996;
Kelle 2003). B and loyal y indica es he cus ome ’ s a achmen o a pa icula b and (Aake ,1991).
B ands ha a e pe cei ed o be s ong usually ob ain highe le els o sa is ac ion and us (Baldau ,
Ca ens and Binde 2003).Aake (1991) desc ibes b and equi y in e ms o con idence in he
pu chasing decision. Mo eo e , cha ac e ized in e ms o he memo y o an indi idual consume ,
cus ome -based b and equi y is ega ded as a consequence o knowledge ha is s o ed abou he b and
(Kelle 1993, 1998). The le el a which knowledge owa d b and ge s s o ed in memo y a ec s he
deg ee o in luence on new expe ience ela ed o ha b and (Ke in, Jain and Howa d, 1992). Thus,
hese a gumen s sugges ha highe pe cei ed b and equi y will esul in highe cus ome expe ience
quali y.
H2: Pe cei ed b and equi y has a posi i e impac on cus ome expe ience quali y
3.3. Rela ionship equi y
Gi en he signi ican shi s in he new economy- om goods o se ices, om se ices o expe iences
(Pine and Gilmo e 1999), i is no su icien o companies o o e p oduc s wi h i s s ong b and and
keep cus ome s by mee ing hei expec a ions consis en ly. Wha ’s needed is a way o glue he
cus ome s o he i m, enhancing he s ickiness o he ela ionship. Rela ionship equi y ep esen s he
glue. Speci ically, Rus , Zei haml, and Lemon (2000) de ine ela ionship equi y as he endency o he
cus ome o s ick wi h he b and, abo e and beyond he cus ome ´s objec i e and subjec i e
assessmen o he b and o he company. I a pe cei ed ela ionship is s ong, cus ome s belie e ha
hey a e well ea ed and handled wi h pa icula ca e. In addi ion, cus ome s eel amilia wi h he
b and, he s o e, o he employees o he s o e. As consequence, hey will us he quali y o he
p oduc s o accu acy o he se ice (Vogel, E anschi zy and Ramaseshan, 2008). A numbe o s udies
by Gwinne , G emele and Bi e (1998), Reyno lds and Bea y (1999), Smi h (1998), and Hennig-
Thu aum Gwinne and G emele (2002) conclude ha he e is s and ela ionship among he
ela ionship cons uc , us , in ol emen and sa is ac ion. The e o e, high pe cei ed ela ionship
equi y will lead o a highe cus ome expe ience quali y.
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H3: pe cei ed ela ionship equi y has a posi i e e ec on cus ome expe ience quali y
4. Me hodology
To es empi ically he p oposed concep ual amewo k, we ca ied ou a su ey among cus ome s
om a collabo a ing bank ha sells inancial se ices in di e en ca ego ies (e.g. ce i ica es o
deposi , sa ings accoun s, mo gages) o indi idual cus ome s (B2C). A inal e ec i e sample o
2,000 ques ionnai es was ob ained. To measu e he h ee equi y d i e s we ollowed Rus e al. (2004)
and Vogel (2008), while he cus ome expe ience quali y is measu ed by bo owing i ems om a la ge
lis o cons uc s de eloped by Lemke e al.(2011) o cus ome expe ience quali y and om
Pa asu aman, Zei haml and Be y e al. (1985, 1986) s udy o se ice quali y. As o he nex s ep, and
a e aking ca ying ou ini ial analyses o demons a e he eliabili y and alidi y o he s udied
cons uc s, we will use linea eg ession analysis o e alua e he ela i e impac o he h ee equi y
d i e s on he cus ome expe ience.
5. Resul s and con ibu ions
A e applying hese echniques, we expec o ind a signi ican impac o he h ee equi y d i e s on
he cus ome expe ience. Impo an ly, we will also explo e hei ela i e impac , o iden i y which o
he h ee d i e s con ibu e he mos o shaping he cus ome expe ience. Wi h his empi ical
in es iga ion, his s udy will y o con ibu e o cu en knowledge in h ee main ways. Fi s , by
p oposing an in eg a i e amewo k ha conside s simul aneously cus ome pe cep ions abou alue,
he b and, and he ela ionship in shaping he cus ome expe ience we a e ad ancing ou cu en
unde s anding o how expe iences o m and de elop. Second, wi h an empi ical es o ou p oposed
amewo k in a se ice se ing (banking), we a e expec ed o o e insigh s in o how o manage he
cus ome expe ience mo e e ec i ely o build success ul and long-las ing p o i able ela ionships. Fo
example, his s udy migh sugges ha some equi y d i e s (e.g. ela ionship equi y) a e be e
p edic o s o he expe ience and, hus, hey should be p omo ed when i ms p oac i ely y o manage
he expe ience.
Fo u u e esea ch, i is ecommended o analyze hese aspec s join ly wi h he social
en i onmen , as he in luence exe ed by o he s on each indi idual a ec s he s eng h wi h which
equi y d i e s de e mine he na u e o he cus ome expe ience, ha is social e ec s, gi en ha he
cus ome expe ience is de e mined no only by elemen s unde he con ol o he company, bu also by
o he ac o s ha all ou side he company’s con ol (Ve hoe e al. 2009; Lin and Liang 2011).
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Wals e , E., Wals e , G. W., & Be scheid, E. (1978). Equi y: Theo y and esea ch.
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