Conceptualisation of customer experience: the case of mobile telecoms services in Morocco

The mobile telecommunications industry in Morocco has undergone rapid evolution supported by globalisation and liberalisation. Mobile operators have embraced customer experience as a way to achieve sustainable competitive advantages. The purpose of this paper is to identify and analyse the drivers of customer experience as described by users in their own words. Our study explores a new conceptual approach for customer experience based on a literature review aiming to define the concept, identify the relevant dimensions and give insight into the most common methods of measurement. The research design consists of a qualitative study based on interviews and discussion with experts and practitioners and supported by focus groups conducted within mobile telecoms services' users in Morocco. The findings suggest that the most relevant determinants of customer experience in the Moroccan mobile telecoms market are the brand image, the pricing, the customer relation, the promotion and the usage tracking.