EXQ — Customer Experience Quality Scale

What it measures

Measures the quality of the customer service experience across four dimensions that collectively account for the totality of customer–service provider interactions. Product Experience captures the quality of the core service offering and associated tangibles. Outcome Focus captures the extent to which the service actually achieves the customer's desired outcome — distinguishing between service delivery quality and goal achievement. Moments of Truth captures the quality of pivotal interactions and touchpoints that shape the overall experience. Peace of Mind captures freedom from worry, trust, and reliability — the customer's sense of security and confidence in the provider. EXQ advances beyond service quality measures (SERVQUAL, SERVPERF) by capturing the broader experiential journey rather than specific service encounter attributes.

Representative items

• This company delivers what I need for my purposes. (Product Experience)
• Dealing with this company helps me achieve what I set out to do. (Outcome Focus)
• This company is consistent throughout my dealings with them. (Moments of Truth)
• When something goes wrong, this company makes it right. (Moments of Truth)
• I feel secure dealing with this company. (Peace of Mind)

Citation

Klaus, P., & Maklan, S. (2012). EXQ: A multiple-item scale for assessing service experience. Journal of Service Management, 23(1), 5–33.