Measuring Customer Satisfaction Using Multidimensional Experience Metrics

Abstract

Customer satisfaction has evolved from a unidimensional construct based solely on product quality into a multidimensional phenomenon shaped by experiential, emotional, digital, and relational factors. In today’s competitive and technology-driven marketplace, organizations must adopt holistic measurement frameworks to capture the totality of customer experience. This research examines how multidimensional experience metrics—comprising sensory, emotional, cognitive, behavioral, social, and digital touchpoints—jointly influence customer satisfaction. A structured survey was administered to 420 consumers across retail, e-commerce, banking, and service industries in India. Using structural equation modeling (SEM), the study finds that emotional experience, service interaction quality, and digital usability are the strongest predictors of overall satisfaction. The results emphasize that customer satisfaction is no longer driven solely by price and product features but by an integrated experience ecosystem. This research contributes to experience-based marketing theory and provides actionable guidance for practitioners aiming to enhance retention, loyalty, and brand equity through experience optimization.