Abstract

NORABUENA-MENDOZA, César Hernán et al. Composite Customer Experience Index to Evaluate Improvements in Sports Services. Prohominum [online]. 2025, vol.7, n.4, pp.265-277.  Epub Dec 01, 2025. ISSN 2665-0169.  https://doi.org/10.47606/acven/ph0396.

Nowadays, customer experience (CX) is a strategic factor for differentiating and driving the success of service organizations, as it encompasses satisfaction, loyalty, and perceived value within a single framework. In this case, the objective of the study was to construct, validate, and implement the Composite Customer Experience Index (CCEI) to evaluate the perceived quality in sports-related services. The ICEC is conceived as a composite index that, from a holistic approach, integrates relevant experience factors to represent satisfaction and loyalty. Additionally, the effect of an intervention inspired by the Blue Ocean Strategy was evaluated, using the ERRC matrix: Eliminate, Reduce, Raise, and Create, for the reengineering of the value proposition, process optimization, and the addition of immersive experiences. Eight indicators were evaluated: CSAT, CES, TGW, RPR, CRR, NPS, FEF, and ICEC. The design was a pre-experimental single group pre-test/post-test. The evaluated indicators showed significant positive changes (p < 0.001). The category "extremely satisfied" went from 0% to 80% in CSAT, the NPS went from -58 to +74 (+132 points), and the TGW eliminated negative incidents, while the incremental RPR grew by 136%. With a final ICEC of 92.7/100, the effectiveness in satisfaction, retention, and emotional loyalty is confirmed, as well as the effectiveness of the implemented strategies.

Keywords : Customer; Experience; Index; Sports Services.

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