Customer Experience Assessment: Forgotten Effects

Abstract

The objective of this study is to contribute with new tools to customer experience management, because the importance that is reaching this area in business and academic world. We propose “Forgotten Effects Theory”, developed by Kaufman and Gil Aluja (1988) that look for causality relations to help to recover variables that could been obviated at first, during initial analysis of a problem. Empirical investigation was carried out to 1.045 customers of different air companies of Spanish market, it values variables affecting value chain of this companies, which affect in different degree customer experience and his/her brand satisfaction. Finally we present those variables selected as more important to improve customer experience and so, deliver information to company to development of future strategies.