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EMAC 2021 Regional Conference

Aggregated Customer Experience Scale: Item Development and Scale Purification

Published: September 22, 2021


Ozge Demir, Istanbul Technical University; Elif Karaosmanoglu, Istanbul Technical University; Nimet Uray, Kadir Has University


customer experience; scale development; -


Customer experience is a dominant marketing concept and is regarded as a key determinant of success, yet there is a lack of a widely adopted operationalization of the construct. In this study, we aim to ‘aggregate’ validated CX-related scales to develop a context-independent measure of CX. ‘Aggregating’ in this paper is a novel approach and refers to deriving dimensions and items from available CX-related scales identified through a systematic literature. 315 items from 23 scales were thus compiled and face validated to reach a final item pool consisting of 47 items and 10 dimensions. The item pool is empirically tested in a field study (n=625) for psychometric evaluation and further item reduction. The reduced scale consists of 40 items and potentially 10 dimensions: hedonic, affective, social experience, community, employee characteristics, empathy, complaint handling, learning, process experience and overall evaluation.


This research is funded by TUBITAK under the 1001 program (project # 119K135).