Measuring Marketing Outcomes of Customer Experience: Validation of the Scale

Abstract

Abstract:

Background: Customer experience has emerged as one of the most important constructs in contemporary marketing, as organizations increasingly compete through the quality of interactions and experiences delivered across the customer journey. While the literature has extensively examined the conceptual foundations, dimensions, and strategic relevance of customer experience, considerably less attention has been devoted to the development of validated instruments capable of measuring its downstream marketing consequences. In particular, there remains a need for a psychometrically sound scale that captures the core marketing outcomes associated with customer experience in an integrated and methodologically rigorous manner.

Purpose: The main objective of this study was to develop and validate the Marketing Outcomes of Customer Experience (MOCE) scale. The proposed instrument was designed to measure three key dimensions widely recognized in the marketing literature as major consequences of customer experience: Customer Satisfaction, Behavioural Loyalty Intentions, and Word ofMouth. By focusing on these three constructs, the study sought to provide a reliable and valid framework for assessing how customer experience is reflected in evaluative, relational, and communicative customer responses.

Methods: The empirical analysis was conducted on a sample of 702 respondents. The MOCE instrument was formed by integrating three existing scales into a unified measurement framework. The psychometric evaluation of the instrument included reliability analysis and factor analysis. Sampling adequacy was assessed using the Kaiser–Meyer–Olkin (KMO) measure, while Bartlett’s test of sphericity was used to determine whether the correlation matrices were suitable for factor analysis. Internal consistency was examined using Cronbach’s alpha coefficient, and the dimensional structure of the instrument was assessed through principal component analysis.

Findings: The results confirmed the satisfactory psychometric properties of the MOCE scale, with, with , The overall reliability of the MOCE instrument reached 0.966, indicating excellent internal consistency across the three constructs.

Implications: The study contributes to the customer experience literature by extending the measurement focus from customer experience itself to its key marketing outcomes. The validated MOCE scale offers a useful framework for future empirical research and provides practitioners with a diagnostic instrument for evaluating whether customer experience strategies generate favorable outcomes in terms of satisfaction, loyalty-related intentions, and positive word-of-mouth. Future research should test the scale in different industries, populations, and national contexts to further examine its generalizability and robustness.