?Customer Experience: Konzeptualisierung und Entwicklung einer text-basierten und grafischen Skala“

Markus Gahler studied Business Administration at the 伟德国际_伟德国际1946$娱乐app游戏 of Münster, the 伟德国际_伟德国际1946$娱乐app游戏 of California, Riverside and Marketing and Channel Management at the Georg-August-伟德国际_伟德国际1946$娱乐app游戏 of G?ttingen. From April 2015 to April 2020, he was part of the team at the Chair for Value Based Marketing at the 伟德国际_伟德国际1946$娱乐app游戏 of Augsburg. From September 2018 until October 2018, he was a visiting researcher at the Tilburg 伟德国际_伟德国际1946$娱乐app游戏.

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His research project on customer experience was financially supported by the Marketing Science Institute. For this research project, he has won two best paper awards.

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For more information see: LinkedIn | Xing

Journal Articles

Gahler, Markus, Jan F. Klein, and Michael Paul (2023): Customer Experience: Conceptualization, Measurement, and Application in Omnichannel Environments, in: Journal of Service Research, 26 (2), 191–211. [ Download]

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Working Papers

Gahler, Markus, Jan F. Klein, and Michael Paul (2019): Measuring Customer Experiences: A Text-Based and Pictorial Scale, in: Marketing Science Institute Working Paper Series 2019, Report No. 19-119, 1-53. [ Download]

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Conference Papers

Gahler, Markus, Jan F. Klein, and Michael Paul (2020): Measuring Customer Experience with Text-Based and Pictorial Scales, in AMA Winter Academic Conference, San Diego, CA. [ Download ]

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Gahler, Markus, Jan F. Klein, and Michael Paul (2019): Measuring Customer Experiences: A Text-Based and Pictorial Scale, in: QUIS16 Conference, Karlstad, SE. [ Download ]

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Gahler, Markus, Michael Paul, and Jan F. Klein (2019): Measuring the Customer Experience: Developing a Textual and Graphical Scale, in: 48th EMAC Conference, Hamburg, GER. [ Download ]

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Gahler, Markus, Michael Paul, and Jan F. Klein (2018): The CX Scale: Towards a Holistic Measure of Customer Experience, in: 2018 AMA Summer Academic Conference, Boston, MA. [ Download ] [This paper has won the BEST PAPER IN TRACK AWARD.]

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Gahler, Markus, Michael Paul, and Jan F. Klein (2018): The CX Scale: Towards a Holistic Measurement of Customer Experiences along the Customer Journey, in: 10th SERVSIG Conference, Paris, FR. [ Download ] [This paper has won the BEST PAPER AWARD.]

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Gahler, Markus, Michael Paul, and Jan F. Klein (2018): Measuring the Customer Experience along the Customer Journey: Development of the CX Scale, in: 47th EMAC Conference, Glasgow, UK. [ Download ]

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Gahler, Markus, Michael Paul, Thorsten Hennig-Thurau, and Thomas Rudolph (2017): The Path to Success: Maximizing Customer Equity through Customer Journey Analysis, in: 4th Marketing Edge Summit, New Orleans, LA. [ Download ]

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Gahler, Markus, Michael Paul, and Jan F. Klein (2017): The CX Scale: Measuring Customer Experiences throughout the Customer Journey, in: 25th International Colloquium on Relationship Marketing, Munich, GER. [ Download ]

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Gahler, Markus, Michael Paul, and Jan F. Klein (2017): Developing a Measurement Scale for the Customer Experience along the Customer Journey, in: 26th Frontiers in Service Conference, New York, NY.?[ Download ]

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Gahler, Markus, Michael Paul, and Jan F. Klein (2017): How to Measure the Customer Experience along the Customer Journey, in: 39th ISMS Marketing Science Conference, Los Angeles, CA, 118.?[ Download ]

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Books

Gahler, Markus (2020): Customer Experience: Konzeptualisierung und Entwicklung einer text-basierten und grafischen Skala, Shaker Verlag, 270 pages. [ Download]

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Gahler, Markus (2016): Pay-What-You-Want im Internet: Empirische Analyse der Einflussgr??en auf die freiwillige Zahlungsbereitschaft, BestMasters, Springer Gabler, 103 pages. [ Download]

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Other Research Publications

Gahler, Markus, Jan F. Klein, and Michael Paul (2021): Customer-Experience-Tracking im Handel - Echtzeitmessungen wirksam implementieren, in: Marketing Review St. Gallen, 5 (2021), S. 18-25. [ Download ]

Customer Experience: Measuring Customer Experience, Wissensdurst, Feld M GmbH, GER, November 21, 2019.

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Customer Experience: Die Reise des Kunden erlebbar machen, Marketing intensiv, Marketing Club Augsburg e.V., GER, November 21, 2019.

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Developing a Measurement Scale for the Customer Experience along the Customer Journey, 3rd Digital Marketing Conference, 伟德国际_伟德国际1946$娱乐app游戏 of Passau, GER, March 16, 2018.

EMAC Junior Faculty & Doctoral Research Camp, 伟德国际_伟德国际1946$娱乐app游戏 of Vienna, Adamantios Diamantopoulos (伟德国际_伟德国际1946$娱乐app游戏 of Vienna), Gerrit van Bruggen (Erasmus 伟德国际_伟德国际1946$娱乐app游戏), Ajay K. Kohli (Georgia Institute of Technology), Udo Wagner (伟德国际_伟德国际1946$娱乐app游戏 of Vienna), and Vesna ?abkar (伟德国际_伟德国际1946$娱乐app游戏 of Ljubljana), Summer Term 2018

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Selected Topics in Consumer Behavior, 伟德国际_伟德国际1946$娱乐app游戏 of Augsburg, Martin Mende and Maura Scott (Florida State 伟德国际_伟德国际1946$娱乐app游戏), Summer Term 2018

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Advanced Structural Equation Modeling and Measurement Theory, 伟德国际_伟德国际1946$娱乐app游戏 of Ljubljana, Adamantios Diamantopoulos (伟德国际_伟德国际1946$娱乐app游戏 of Vienna), Summer Term 2017

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EMAC Doctoral Colloquium, Marketing Research Advanced Track, 伟德国际_伟德国际1946$娱乐app游戏 of Groningen, P.K. Kannan (伟德国际_伟德国际1946$娱乐app游戏 of Maryland), Arvind Rangaswamy (Penn State 伟德国际_伟德国际1946$娱乐app游戏), and Arnaud De Bruyn (ESSEC Business School Paris), Summer Term 2017

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Text Analysis, 伟德国际_伟德国际1946$娱乐app游戏 of Augsburg, Stephan Ludwig (伟德国际_伟德国际1946$娱乐app游戏 of Surrey), Winter Term 2016/2017

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Introduction to Measurement Theory and Scale Development, RWTH Aachen 伟德国际_伟德国际1946$娱乐app游戏, Petra Riefler (伟德国际_伟德国际1946$娱乐app游戏 of Natural Ressources and Life Sciences, Vienna), Summer Term 2016

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Publishing Scholarly Research, 伟德国际_伟德国际1946$娱乐app游戏 of Augsburg, Dwayne D. Gremler (Bowling Green State 伟德国际_伟德国际1946$娱乐app游戏), Summer Term 2016

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Computational Statistics, 伟德国际_伟德国际1946$娱乐app游戏 of St. Gallen, Francesco Audrino (伟德国际_伟德国际1946$娱乐app游戏 of St. Gallen), Summer Term 2015