Quantifying the influence of customer experience on consumer share-of-category

Phil Klaus, Volker G. Kuppelwieser*, Kristina Heinonen

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

2 Citations (Scopus)


Customer experience is an all-encompassing construct, and most companies go to considerable lengths to create memorable, extraordinary experiences. Nevertheless, customers experience offerings, companies, and their brands very differently. Using one qualitative and three quantitative studies we explore customers’ experiences from a financial perspective by measuring and quantifying the linkages between these and customers’ share-of-category. When measured by means of customers’ share-of-category, customers demonstrate significantly different purchasing intentions and behavior. In addition, customer retail service experiences that influence the share-of-category differ significantly between customers with a low and a high share-of-category. We expand our knowledge of customer experience by highlighting that different customer groups may perceive a similar retail experience differently, leading to a different purchasing behavior and influencing their respective share-of-category. This study expands existing research by providing empirical evidence of the link between the customer experience and customers’ purchasing behavior.

Original languageEnglish
Article number103375
Peer-reviewed scientific journalJournal of Retailing and Consumer Services
Publication statusPublished - 16.04.2023
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • customer experience
  • share-of-category
  • retail experience
  • CX
  • Customers and Relations
  • Customer experience

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoS: Competition economics and service strategy - Service and customer-oriented management


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