ABSTRACT

This paper studies how customers of a global firm evaluate their experiences within and across 44 countries. It focuses on customers’ emotional, cognitive, sensory and behavioral responses to the catalog experience. It develops a theory-based model of satisfaction with the catalog experience as a function of experiential attributes and control variables. A second model captures how each experiential attribute’s contribution to the customer experience is influenced by market and customer characteristics. The models were operationalized using survey data from 366,185 customers who used the firm’s catalog across different trade areas in 44 countries, yielding 571 equations that describe satisfaction with the customer experience. Consistent with theoretical work on context-dependent judgments, nine contingency factors explain significant and substantial amounts of variation (30% on average) in the elasticities of the 12 experiential attributes. East and West can appear similar when market characteristics are similar – or when they are different. Emotional, cognitive, sensory, and behavioral responses to the customer experience systematically differ due to economic, demographic, technological, cultural and consumer characteristics. East and West especially differ in terms of responses to emotional and sensory experiences. Customer experience management can help to shape a strategy that resolves strategy differences between East and West.

摘要

本文研究了一家全球公司的客户如何评估他们在 44 个国家/地区内部和之间的体验。它侧重于客户对目录体验的情感、认知、感官和行为反应。它开发了一个基于理论的目录体验满意度模型，作为体验属性和控制变量的函数。第二个模型捕捉每个体验属性对客户体验的贡献如何受到市场和客户特征的影响。这些模型使用来自 366,185 名客户的调查数据进行操作，这些客户在 44 个国家/地区的不同贸易领域使用了公司的目录，产生了 571 个描述客户体验满意度的方程。与上下文相关判断的理论工作一致，九个权变因素解释了 12 个经验属性的弹性的显着和大量变化（平均 30%）。当市场特征相似或不同时，东西方可能看起来相似。由于经济、人口、技术、文化和消费者特征，对客户体验的情感、认知、感官和行为反应系统地不同。东西方在对情感和感官体验的反应方面尤其不同。客户体验管理有助于制定解决东西方战略差异的战略。由于经济、人口、技术、文化和消费者特征，对客户体验的情感、认知、感官和行为反应系统性地不同。东西方在对情感和感官体验的反应方面尤其不同。客户体验管理有助于制定解决东西方战略差异的战略。由于经济、人口、技术、文化和消费者特征，对客户体验的情感、认知、感官和行为反应系统地不同。东西方在对情感和感官体验的反应方面尤其不同。客户体验管理有助于制定解决东西方战略差异的战略。