ABSTRACT
Despite the multiple evaluation approaches (methods, instruments, and tools) available to evaluate the Customer eXperience (CX), there is a dearth of CX evaluation methodologies. This research presents a review of 12 studies mainly related to methodologies and evaluation approaches within them that are used –or can be used as a reference– to evaluate the CX. We conduct a literature review of papers published on ScienceDirect, Scopus, and Google Scholar. The review was based on the guidelines proposed by Kitchenham (2007) and shows that: (1) there is a lack of formal CX evaluation methodologies; (2) CX studies reviewed do not consider factors, such as touchpoints, channels, and dimensions; (3) CX studies reviewed do not validate their stages and do not provide sufficient detail for both stages and evaluation approaches within them; and (4) it is possible to use methodologies from other domains to fill the shortcomings found in CX studies reviewed.
- Christopher Meyer and Andre Schwager. 2007. Understanding Customer experience. Harvard business review, 85(2), 116-126.Google Scholar
- Peter C. Verhoef, Katherine N. Lemon, Ananthanarayanan Parasuraman, Anne Roggeveen, Michael Tsiros, and Leonard A. Schlesinger. 2009. Customer experience creation: Determinants, dynamics and management strategies. Journal of retailing, 85(1), 31-41.Google ScholarCross Ref
- ISO 9241-210. 2010. Ergonomics of human-system interaction — Part 210: Human-centred design for interactive systems. International Organization for Standardization.Google Scholar
- Virginica Rusu, Cristian Rusu, Federico Botella, Daniela Quiñones, Camila Bascur, and Virginia Zaraza Rusu. 2020. Customer eXperience: A Bridge Between Service Science and Human-Computer Interaction. In International Conference on Human Systems Engineering and Design: Future Trends and Applications. 385-390. Springer, Cham.Google ScholarCross Ref
- James R. Lewis. 2014. Usability: lessons learned… and yet to be learned. International Journal of Human-Computer Interaction, 30(9), 663-684Google ScholarCross Ref
- Barbara Kitchenham and Stuart Charters, S. 2007. Guidelines for performing Systematic Literature Reviews in Software Engineering. Keele University and Durham University Joint Report.Google ScholarDigital Library
- Jennifer Rowley. 1999. Measuring total customer experience in museums. International journal of contemporary Hospitality management, 11(6), 303-308.Google Scholar
- Mark Hurst. 2003. Joining Strategy and Usability: the Customer Experience Methodology. New York: Creative Good Inc. (11)Google Scholar
- Robert Johnston and Xiangyu Kong. 2011. The customer experience: a road‐map for improvement. Managing Service Quality: An International Journal, 21, 5-24.Google ScholarCross Ref
- María Consuelo Figueroa and Osvaldo Gonzáles. 2015. Propuesta metodológica para la evaluación de experiencia de usuario en dispositivos móviles tipo Smartphone. Thesis. Pontificia Universidad Católica de Valparaíso, Valparaíso, Chile.Google Scholar
- Camila Escudero and Angélica Gómez. 2017. Propuesta metodológica de evaluación de experiencia de usuario en agencias virtuales de viajes. Thesis. Pontificia Universidad Católica de Valparaíso, Valparaíso, Chile.Google Scholar
- Teresita de Jesús Álvarez Robles. 2019. Metodología para la evaluación de la experiencia del usuario de Sistemas de Software Interactivos para usuarios ciegos. Ph.D. Dissertation. Universidad Veracruzana, Xalapa, México.Google Scholar
- Mohammed Abboodi. 2014. A Framework for Measuring and Analyzing Customer Satisfaction at Computer Service Company using Lean Six Sigma. Master Thesis. University of Central Florida, Florida, USA.Google Scholar
- Baqar Ali Zardari, Zahid Hussain, Aijaz Ahmed Arain, Wajid H. Rizvi, and Muhammad Saleem Vighio. 2020. QUEST e-learning portal: applying heuristic evaluation, usability testing and eye tracking. Universal Access in the Information Society, 1-13.Google Scholar
- Kata Kapusy and Emma Lógó. 2020. User Experience Evaluation Methodology in the Onboarding Process: Snapchat Case Study. Ergonomics in Design, 1064804620962270.Google Scholar
- Jorge Abreu, Pedro Almeida, and Telmo Silva. 2015. A UX evaluation approach for second-screen applications. In Applications and Usability of Interactive TV. 105-120. Springer, Cham.Google Scholar
- Rosalie Allison, Catherine Hayes, Cliodna A. McNulty, and Vicki Young. 2019. A comprehensive framework to evaluate websites: literature review and development of GoodWeb. JMIR formative research, 3(4), e14372.Google Scholar
- Mohammed Arif, Hani M. Aburas, Abdullah Al Kuwaiti, and Dennis Kulonda. 2010. Suggestion systems: a usability-based evaluation methodology. Engineering Sciences, 21(2).Google Scholar
Index Terms
- Customer eXperience Evaluation Methodologies: A Literature Review
Recommendations
The Method and Metric of User Experience Evaluation: A Systematic Literature Review
ICSCA '21: Proceedings of the 2021 10th International Conference on Software and Computer ApplicationsWith the growth of User Experience (UX) research field, researchers have developed various ways to implement UX evaluation method. These evaluation methods have different practice, evaluated application, and type of collected aspect. This article ...
Customer eXperience: Is This the Ultimate eXperience?
Interacción '18: Proceedings of the XIX International Conference on Human Computer Interaction"Abilities" and "Xperiences" are well-known and intensely scrutinized in Human-Computer Interaction (HCI). A lot of work was done and published on Usability and User experience (UX). Both concepts are still evolving, and other related concepts arise. ...
Analyzing Methods, Instruments, and Tools for Evaluating the Customer eXperience
Social Computing and Social Media: Applications in Education and CommerceAbstractThere are multiple evaluation approaches (methods, instruments, and tools) that can be used for evaluating the CX0. However, these may not be considered by different companies/organizations because they assume that these are not related to the CX. ...
Comments