Date: 7 May 2025, Wednesday
Time: 10.30 – 11.30
“Measuring the Customer Experience with Large Language Models”
by
Christina Kuehnl
University of Stuttgart
This is an online seminar. To request event details please send a message to department.
Abstract:
While customer experience is a crucial consumer outcome, its effective and holistic measurement remains a key challenge marketing research faces until today (e.g., MSI Research Priorities 2024). While most CX measurement approaches rely on survey-based scales, one primary way to overcome the shortcomings of this approach (i.e., time-consuming, costly, static, and potentially biased) is to measure the CX by using Large Language Models (LLMs). Employing LLMs as a methodology to measure the CX remains an untapped opportunity for researchers and practitioners alike. Moreover, the notable exceptions that employ a text mining approach to measure the CX or its elements fall short of (a) accounting for all key elements of the CX (i.e., CX responses; experience partners; touchpoint types; and valence) to derive CX insights at different levels (i.e., CX related to products, stores, brands, companies) (b) being applicable and generalizable across touchpoint types (i.e., offline and online), firm offerings (i.e., service and products), and industries (i.e., B2B and B2C). Our dataset comprises around 7 million online reviews from both B2B and B2C companies scraped from Yelp; the App Store; Trustpilot; and G2; and includes two proprietary review datasets from B2B companies. We used state-of-the-art LLMs for aspect-based sentiment analysis to develop an effective and versatile measurement tool of the customer experience derived from text that extracts valuable customer insights for practitioners.
Bio : Christina Kuehnl (Ph.D., University of Mannheim, Germany) is Full Professor of Marketing at the University of Stuttgart, Germany. Previously, she was a Full Professor of Marketing at ESB Business School, Reutlingen University, and Assistant Professor of Marketing at the University of Mannheim. She was a Visiting Scholar at Vrije Universiteit Amsterdam, Netherlands, and the USC Marshall Center for Global Innovation, USC Marshall School of Business, Los Angeles, hosted by Professor Gerald Tellis.
Christina’s research interest lies in customer experience and customer journey management, consumer-based strategy, digital marketing and sales. She explores real-life phenomena using a conceptual, qualitative, or quantitative approach, and enjoys collaborating with practitioners. Her work is published in leading marketing journals and honored by several national and international awards from both academia and business, like the 2015 Shelby D. Hunt / Harold H. Maynard Award for the most influential theoretical article in the Journal of Marketing. She serves as Associate Editor for the „Innovation & Technology” track at the Journal of Business Research.