Customer Experience Quality: An Exploration in Business and Consumer Contexts using Repertory Grid Technique

Guest Speaker:
Prof Moira Clark (Professor of Strategic Marketing at Henley Business School and Director of The Henley Centre for Customer Management, University of Reading)
Dr Susan Rose (Henley Business School, University of Reading Malaysia)
Subject Area:
Date & Time:
Wed, 25. May 2016, 13:00 h - 14:00 h
N3.23, University of Reading Malaysia - EduCity@Iskandar​

Ask any business decision maker how they strive to differentiate what they sell from their competitors, and the answer, in its most simple terms, is clear:

Offer wonderful products and excellent service.

The reality is, however, that it's becoming increasingly difficult to gain a sustainable competitive advantage just by performing well in the most obvious areas. Today's product innovations become tomorrow's commodity features. Excellent service can be stripped down, analysed and copied. So it's in the area of customer experience that the real fight for a competitive edge can be found.

This research seminar reviews the work that has been done in the area of customer experience quality which was published in the Journal of the Academy of Marketing Science in 2011 and which has been further developed and is now in review with the Journal of Marketing. In our research we propose a conceptual model for customer experience quality and its impact on customer relationship outcomes. Using the repertory grid technique in 40 interviews in B2B and B2C contexts, we find that customer experience quality is judged with respect to its contribution to value-in-use, and hence propose that value-in-use mediates between experience quality and relationship outcomes. Experience quality includes evaluations not just of the firm's products and services but also of peer-to-peer and complementary supplier encounters. In assessing experience quality in B2B contexts, customers place a greater emphasis on firm practices that focus on understanding and delivering value-in-use than is generally the case in B2C contexts.

The research seminar will conclude with an outline of the implications for practitioners' customer insight processes and suggestions for future research directions.


Moira Clark is Professor of Strategic Marketing at Henley Business School and Director of The Henley Centre for Customer Management. This research centre develops joint research initiatives between Henley and a consortium of organisations who want to further their knowledge and understanding of leading-edge best practice in customer management ( This year is the 10th anniversary of the Research Centre and since its inception almost a 100 companies have been members. 50 reports have been written and 65 events have been held.

Moira's major area of research and consulting is in Customer Management, Relationship Marketing and the drivers of Customer Retention and Service Excellence. She has worked extensively in the area of culture and climate, its impact on retention and loyalty and the critical linkages between employee behaviour and customer retention.

She has researched and published widely on the subject of Relationship Marketing, customer experience and service excellence. Publications include for example, the Academy of Marketing Science, International Journal of Management Reviews and the Journal of Relationship Marketing. She is also co-author of 'Relationship Marketing for Competitive Advantage, Winning and Keeping Customers and Relationship Marketing: Strategy and Implementation'. Her book 'Business Success through Service Excellence' examines the crucial factors needed to achieve and maintain service excellence.

Moira is a sought-after commentator on current marketing and Customer Management issues for national press, radio and TV. She also has extensive marketing consultancy experience with leading international companies, sits on a number of advisory boards and is a frequent keynote speaker at many public and in-company seminars and conferences around the world.

Moira joined Henley in 2005 from Cranfield School of Management, Cranfield University. Prior to joining academia, she was an International Marketing Consultant based in Munich where she was involved with a wide range of industries including service industries, engineering, consumer and industrial goods manufacturers. She has also worked as a Marketing Manager for the toiletries subsidiary of Dunhill International and as a Marketing Director for an international health food manufacturer. She is a graduate in Business Studies, has an MBA from Cranfield and a PhD from Cranfield.

  • Admission is free.​
  • Tea break will be served at 2:00 pm.
  • UoRM staff RSVP by responding to the internal event invitation.
  • All are welcome, RSVP by 20 May 2016.

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