Customer Experience (CX)
Marketing & SalesReliability: alpha 0.85–0.94 across CX touchpoints3 sample items
About this scale
A multi-item measure of customer experience across the full journey: pre-purchase, purchase, post-purchase, capturing cognitive, emotional, sensorial, social, and behavioural responses to firm-controlled and non-controlled touchpoints.
Sample item(s)
“Interacting with this company is always a pleasure. (emotional)”
“I have learned a lot from my interactions with this company. (cognitive)”
“Other customers' interactions with this company are friendly to me. (social)”
Reliability
Reported internal consistency: alpha 0.85–0.94 across CX touchpoints. As a rule of thumb, Cronbach’s α ≥ .70 is considered acceptable, ≥ .80 good, and ≥ .90 excellent for established measures.
Notes
Conceptual framework; for a quantitative scale see Bueno et al. (2019).
Source & citation
Lemon, K. N., & Verhoef, P. C. (2016): Understanding customer experience throughout the customer journey. Journal of Marketing, Vol. 80, No. 6, pp. 69–96.
Lemon & Verhoef (2016): CX through the customer journey. JM, 80(6), 69–96.
Source. Scale details are summarised from the publication cited above. Always consult the original source for the full item set, scoring, and permission to use.
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