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Conceptualizing and Measuring Customer Experience for a Mobile Telecoms Operator : The Customer’s perspective

The purpose of this paper is to conceptualize the customer experience construct and dimensions in the context of the Moroccan mobile telecoms industry. Drawing from the literature review and experts interviews, ten preliminary dimensions were identified. An exploratory study based on eight focus groups allowed centering these dimensions on five determinants, which are the brand image, the pricing, the customer care, the promotion and the usage tracking. The paper provides theoretical and conceptual insights into the customer experience construct and points out its main dimensions while shedding some light on the main measuring methods. It offers researchers, managers and marketing practionners a framework for measuring the customers’ experience in the mobile telecoms sector.