Reconceptualisation of Customer Experience Quality (CXQ) Measurement Scale

Customer experience quality (CXQ) has gone forth as one of the emerging concepts among top management and becoming an uppermost-prioritized research stream in customer-orientation philosophy. Customer management strategy must focus on the efforts to create a unique, compelling and memorable customer experience because of its significant impact on business sustainability and prosperity. Therefore, it is imperative for business firms to unlock the core dimensions of CXQ that lead to great and wonderful experience to their customers. However, there is still limited empirical evidence that address this question: How to conceptualise and operationalise CXQ? The primary purpose of this paper is to revisit the existing literature on customer experience and consequently refine and conceptualise CXQ in the context of automotive industry. The proposed CXQ scale is adopted from Mehrabian and Russell's Pleasure-Arousal-Dominant (PAD) Theory. Evidently, through rigorous literature search, it is plausible to incorporate a new dimension, Peace of Mind (PoM) in PAD theory, which will be proposed and known as PADPoM. The research findings could be deployed as a guideline to formulate impactful customer experience management strategy.