Are we on the same page? Developing a Business-to-Business Customer Experience scale for professional services

Customer experience (CX) is an area of interest to both academics and industry professionals, particularly within the business-to-consumer (B2C) sector. However, as will be discussed in this thesis, despite the extensive body of B2C focused CX research, exploration regarding CX in the business-to-business (B2B) sector is limited, particularly in relation to how CX is measured. This thesis addresses this gap in CX and B2B literature through the development of a theoretically supported B2B CX measurement scale, contributing a shift beyond the current trend of atheoretical scale development in the field. In addressing this gap, this thesis inquiry is guided by the following research question: How should B2B CX be measured in professional services? It also seeks to address four related research objectives, including: