Internet Learning Volume 5, Number 1, Fall 2016/Winter 2017 | Page 21

Internet Learning
markable to be registered and remembered
for some time, without being
abrasive” (Carbone & Haeckel, 1994,
para 48). LaTour and Carbone (2014)
later noted that with regard to an existing
Pizza Hut UK CX study, most
participants could not remember a key
experience just one week after visiting
a restaurant. This current CX academy
study also relied on some customer
memory but it was not necessary since
customers could observe a current website
iteration while partaking in a brief
survey.
Much research exists on web
design and relationship theory as well
as user experience (UX) and what comprises
better navigation and interactions.
For example, Tomiuk and Pinsonneault
(2009) found that such theories
can be helpful in developing websites
which can foster greater customer loyalty.
Here, a sample of 305 participants
was examined for their emotional perceptions
(commercial friendships)
among a variety of websites across
three industries banking, pharmaceuticals,
and insurance. They further broke
down these websites based on the type
of site community other than those that
simply were erected for the purpose to
show and sell a product, but for those,
“... more closely abide by the norms
and behaviours evocative of friendships
and/or family relations” (Tomiuk &
Pinsonneault, 2009, p. 414).
The results indicated that a sense
of caring and genuineness were hallmarks
as well as trust. Such emotional
connections are equivalent to those
needed to foster successful CX within
websites or wherever a company is
perceived doing business. Thus businesses
can capitalize on a purposefully
designed website as a formidable customer
experience marketing tool. For
this study, however, examination of the
extent of use of purposeful customer
experience in an academic sample can
serve as a benchmark to investigate how
the components of the CX theory affect
the doctoral chairs’ satisfaction of utilizing
the University of Phoenix CLSER
website and the University of Phoenix
Center itself.
Thus, this literature review
demonstrates several samples of the
breadth and depth of the variety of ways
in which there exists disagreement
among researchers on how to best measure
customer experience let alone an
example using academia as a business
foundation. The significance can, therefore,
be seen as a benchmark CX best
practice measurement with the academy
as a sample.
The components to create purposeful
CX interactions start with the
theory that constitutes its interactions:
understanding customer personas related
to the particular product or service,
the customer emotional buy in of
products or services, and tracking the
CX three tier continuum, including (i)
customer interactions with company
messages about its products or services,
(ii) customer to product or service advocate,
and (iii) User Experience (UX),
directly interacting with the company’s
products or services via persona
behavior (Van Tyne, 2011). This study
provided a benchmark measurement
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