Development and testing of the Consumer Experience Index (CEI)

Abstract

Purpose

The primary purpose of this paper is to develop a parsimonious Consumer Experience Index (CEI) and then identify and validate the dimensionality of the experience concept.

Design/methodology/approach

The study employed a four‐step methodology. After conducting a pre‐test and pilot test, data were collected from 397 adults via an online survey. A split‐sample technique was used for the data analysis. The first‐split sample (n=199) was used to conduct the exploratory factor analysis. Reliability, convergent validity, and discriminant validity were evaluated with a second‐half split sample (n=198) from confirmatory factor analysis.

Findings

Scale‐development procedures resulted in a seven‐factor model comprised of the following dimensions: environment, benefits, convenience, accessibility, utility, incentive, and trust. Overall, the 26‐item CEI is a reliable and valid measure to determine the underlying components of a consumer's experience.

Research limitation/implications

This study concentrates on an experience based on the general service delivery system rather than a specific industry or business sector. Applicability of this experience measure should also be evaluated in specific, but diverse, business sectors. By understanding these seven dimensions, management can develop effective marketing strategies for providing memorable experience for consumers.

Originality/value

Consumer experience has gone largely unmeasured. Built on the old business axiom that you cannot manage what you cannot measure, this validated CEI tool can provide businesses with an effective new management tool.

Citation

Kim, S., Cha, J., Knutson, B.J. and Beck, J.A. (2011), "Development and testing of the Consumer Experience Index (CEI)", Managing Service Quality: An International Journal, Vol. 21 No. 2, pp. 112-132. https://doi.org/10.1108/09604521111113429