Firms invest in customer experience in the expectation that these investments will ultimately provide positive financial returns. In practice, however, customers are continuously exposed by the changes occurring in their personal perceptions of customer experience and market surrounding. Using a unique and comprehensive dataset containing customer-level and market-level information for a sample of 13,761 customers in the telecom market, we empirically test the proposed framework by applying multilevel modeling techniques. The results offer novel insights into the effects of customer experience, its variability (customer level), and market turbulence (market level) on customer retention, including the moderating effect of relationship age.

公司投资于客户体验，期望这些投资最终将提供正的财务回报。然而，实际上，客户对他们对客户体验和市场环境的个人看法所发生的变化会不断使他们感到困惑。我们使用一个包含客户级别和市场级别信息的独特而全面的数据集，以电信市场中的13,761个客户为样本，通过应用多层建模技术，对所提出的框架进行了经验性的测试。结果为客户体验，其可变性（客户级别）和市场动荡（市场级别）对客户保留的影响（包括关系年龄的调节作用）提供了新颖的见解。