Seven Key Dimensions Factor Into An Organization’s EQ (Experience Quality): How Does Yours Rate?
In a study evaluating the factors requires to develop a scoring system for experience quality in hospitality environments the authors hypothesized experience quality (EQ) as a multifactorial construct consisting of nine elements, including “fun/entertainment” and “immersion/ escapism”. However, the results of the study were different, validating a second-order EQ construct that consists of seven elements; their relatively high regression weights indicated that both psychological, symbolic and cognitive outcomes, on the one hand, and interaction with physical and social environments, on the other hand, are equally important.
The seven elements, in order of their importance by regression weight, are:
- Emotional-related experiences
- Staff-customer interaction
- Customer- customer interaction
A second study reinforced staff-customer interaction, atmospherics and customer- customer interaction as paying especially critical roles in experience, satisfaction and loyalty.
A third study reveals the most relevant moments of truth within an overall experience by tracking emotions – “minute by minute” — generated by discrete service encounter within the overall experience, and how the memory of emotions associated with a particular service encounter affected the appraisal of the overall experience; a negative experience at a ticket counter can overshadow a subsequent delightful experience with a feature or game. (Source: http://bit.ly/2kRuetr)
Thinkwell Insight #1:
These three articles have direct implications to the design of healthcare experiences, and the importance of:
- Managing experience continuity throughout the organization
- Acknowledging the power of emotion and emotional memory to influence the overall assessment of an experience
- Looking at experience – and the ‘take-home” memory of satisfaction, a from a multifactorial perspective, with some of the factors not traditionally considered in healthcare setting
- The need for an ‘experience management master plan” to balance the organizations approach to each of these seven elements