Evaluating a model for analyzing methods used for measuring customer experience

Several scholars have defined ‘experience’ in customer-centric approaches, varying in perception and measurement techniques, yet this appellation is undermined in terms of its definition and measurement methodologies. In this article, we have analyzed the possible known methods of customer experience measurement, and then identified three major comprehensive techniques for comparison along with their advantages and disadvantages. Further, these three measurement techniques have been assessed on a model framework to suggest its applicability and suitability with the nature of industry. Finally, in the concluding section, we have suggested the most versatile method in terms of its use and applicability with industry types.

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