Purpose

The purpose of this paper is to replicate the EXQ measurement scale in the business-to-business (B2B) environment of two African countries. This paper contrasts EXQ’s measurement specification and structure in these two countries with a European sample.

Design/methodology/approach

This paper carried out two empirical studies to replicate and test the EXQ scale in an African context. Following the scale’s previous application, this paper replicated the EXQ in Morocco and South Africa, and added a European study conducted in the UK.

Findings

The findings highlight that, despite having the same customer experience (CX) delivery structure, the B2B experience in Africa differs significantly from other countries. Further research replicating CX measurement in the African environment is therefore needed, preferably starting with a qualitative study.

Originality/value

This study provides insight into how the B2B CX, measured by EXQ, differs from one country to another. Most significantly, the Moroccan sample demonstrates a never-before-reported high correlation between the service and post-purchase experience.

中文翻译：

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非洲 B2B 环境中的客户体验质量

目的

本文的目的是在两个非洲国家的企业对企业 (B2B) 环境中复制 EXQ 测量量表。本文将EXQ在这两个国家的测量规范和结构与欧洲样本进行对比。

设计/方法/方法

本文进行了两项实证研究，以在非洲背景下复制和测试 EXQ 量表。继该量表之前的应用之后，本文在摩洛哥和南非复制了 EXQ，并增加了一项在英国进行的欧洲研究。

发现

调查结果强调，尽管具有相同的客户体验 (CX) 交付结构，但非洲的 B2B 体验与其他国家/地区存在显着差异。因此，需要进一步研究在非洲环境中复制 CX 测量，最好从定性研究开始。

原创性/价值

这项研究深入了解了由 EXQ 衡量的 B2B CX 如何在不同国家/地区有所不同。最重要的是，摩洛哥样本展示了服务与购买后体验之间前所未有的高度相关性。