{"title":"Exploring Online Sentiment (OS) As a Measure of Customer Experience (CX) for Telecommunication Services","authors":"James Lappeman, S. Meyer, Diana Miguel","doi":"10.1080/15332969.2021.1992558","DOIUrl":null,"url":null,"abstract":"Abstract In this study, online sentiment (OS) was used to explore customer experience (CX) for the telecommunications industry. There is no agreed standard for CX measurement with many challenges in metrics like Net Promoter Score (NPS). The study explored the CX of the UK’s four biggest consumer-facing telecommunications companies by isolating CX from brand perception sentiment, tracking sentiment along the customer journey and observing CX across platforms. The findings show that CX sentiment can be isolated from brand perception and that customer satisfaction levels change along the customer journey. In addition, CX sentiment also differs between service channels.","PeriodicalId":35539,"journal":{"name":"Services Marketing Quarterly","volume":"43 1","pages":"257 - 276"},"PeriodicalIF":0.0000,"publicationDate":"2021-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Services Marketing Quarterly","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332969.2021.1992558","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 1
Abstract
Abstract In this study, online sentiment (OS) was used to explore customer experience (CX) for the telecommunications industry. There is no agreed standard for CX measurement with many challenges in metrics like Net Promoter Score (NPS). The study explored the CX of the UK’s four biggest consumer-facing telecommunications companies by isolating CX from brand perception sentiment, tracking sentiment along the customer journey and observing CX across platforms. The findings show that CX sentiment can be isolated from brand perception and that customer satisfaction levels change along the customer journey. In addition, CX sentiment also differs between service channels.
Services Marketing QuarterlyBusiness, Management and Accounting-Business, Management and Accounting (miscellaneous)
CiteScore
2.40
自引率
0.00%
发文量
6
期刊介绍：
Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.
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