Customer Experience and Marketing Performance of Electricity Distribution Companies in Nigeria
DOI:
https://doi.org/10.55927/marcopolo.v3i10.179Keywords:
Customer Experience, Marketing Performance, Customer Satisfaction, Electricity Distribution CompaniesAbstract
The goal of the study is to identify the association between Customer Experience (which comprises peace of mind, moments of truth, outcome focus and product experience) and Marketing Performance using non-financial indicators (customer satisfaction, customer retention and loyalty) of electricity customers in the South-South of Nigeria. The research examined customer experience in Akwa Ibom, Bayelsa, Cross River and Rivers States and the marketing performance of the Port Harcourt Electricity Distribution Company in the area. The study used data generated from 234 study elements, analyzed using Structural Equation Modeling (SEM) and affirms that the dimensions of study play significant and substantial roles in enabling positive customer experience. The results support the assertion that customer experience is critical in sustaining marketing performance.
References
Brudan, A. (2010). Rediscovering performance management: systems, learning and integration, Measuring Business Excellence, Vol.14 Issue: 1, pp.109-123
Cardozo, R. (1965). An experimental study of consumer effort, expectations and satisfaction, Journal of Marketing Research, 2, 244-9.
Chatzopolous, C. G., & Weber, M. (2018) Challenges of Total Customer Experience (TCX): Measurement Beyond Tou Chpoints, International Journal of Industrial Engineering and Management 9(4):187-196,
Gao, Y. (2010). Measuring marketing performance: a review and a framework, The Marketing Review, 2010, Vol. 10, No. 1, pp. 25-40.
Huffman, C., & Houston, M. (1993). Goal-Oriented Experiences and The Development of Knowledge. Journal of Consumer Research, 20(2), 190–207.
Imran, K., Ruchi, J. G., & Zillur, R. (2015). Customer Service Experience In Hotel Operations: An Empirical Analysis. Procedia - Social and Behavioral Sciences 189 (2015) 266 – 274. In Entrepreneurship Research. Journal Of Business Research, 36, 15-23.
Khanna, E. (2015). Challenges and Interventions Needs in the Nigerian Electricity Supply Industry (NESI), CSEA.
Klaus, P., & Maklan, S. (2011). Bridging The Gap for Destination Extreme Sports – A Model of Sports Tourism Customer Experience, Journal Of Marketing Management, 27(13–14), 1341–1365.
Klaus, P., & Maklan, S. (2012). EXQ: A Multiple-Scale for Assessing Service Experience, Journal of Service Management, 23(1), 5–33.
Klaus, P., & Maklan, S. (2013). Towards a better measure of customer experience, International Journal of Market Research, 55(2), 227-246.
Lamberti, I., & Noci, G. (2010), Marketing Strategy and Marketing Performance
Liljander, V., & Strandvik, T. (1993). Estimating zones of tolerance in perceived service quality and perceived service value, International Journal of Service Industry Management, 4(2), 6-28.
Meyer, C., & Schwager, A. (2007). Customer Experience. Harvard Business Review, 1-11. Nigerian Electricity Regulatory Commission. https://nerc.gov.ng
Nunnally, J. C., & Bernstein, I. H. (1994). The Assessment of Reliability. Psychometric Theory, 3, 248-292.
Nwokah, G. N., & Maclayton, D. W. (2006). Customer-focus and business performance: the study of food and beverages organizations in Nigeria, Measuring Business Excellence, DOI: 10.1108/13683040610719281
Oliver, L. R. (1977). Effect of expectation and disconfirmation on post exposure product evaluations: an alternative interpretation, Journal of Applied Psychology, 62 (4), 480- 486.
Payne, A., & Frow, P. (2005). A Strategic Framework for Customer Relationship
Management. Journal of Marketing, 167-176.
Payne, A. E., Storbacka, K., & Frow, P. (2007). Managing the Co-Creation of Value, Journal of Marketing Academy, DOI: 10.1007/s11747-007-0070-0
Ruchi, G., Zillur, R., & Ishwar, K. (2015). Customer experience: a critical literature
review and research agenda, International Journal of Services Sciences,
International Journal of Services Sciences4(2):146-173
DOI: 10.1504/IJSSCI.2011.045556
Schmitt, B. H. (2003). Customer experience management. Hoboken, NJ: Wiley.
Tax, S., Brown, S., & Chandrashekaran, M. (1998). Consumer evaluations of service complaint experiences: implication for relationship marketing, Journal of Marketing, 62, 60-76.
