Metaverse Customer Experience Measurement

Research Question
1. What metaverse platform attributes are most important to customers?
2. How can an MVCX measurement scale be used to inform theory and practice?

Method And Data
This research was conducted in multiple phases. In Phase 1, we conducted a systematic literature review, followed by a survey (sample size N = 78) of metaverse users to identify the most important metaverse platform attributes for a high-quality MVCX. In Phase 2, we developed an initial scale based on our literature review and survey data. In Phases 3 (N = 259) and 4 (N = 286), we refined and validated the scale using further survey data, exploratory factor analysis (EFA), and confirmatory composite analysis (CCA) using data from the metaverse users in the United States. In Phase 5, we tested the validated MVCX scale (see Figure 1) for its ability to predict our key customer outcome variables.

Summary of Findings
This research makes significant contributions to the academic marketing discipline by developing and validating the first empirically tested scale specifically designed to measure metaverse customer experience (MVCX).

Statement of Key Contributions
By identifying ten key metaverse platform attributes—such as aesthetics, commerciality, communality, and personalization—this study extends traditional customer experience (CX) frameworks into the metaverse context, where existing CX measures fall short. Grounded in means–end chain theory, the research provides actionable insights for marketing scholars to better understand and enhance CX within immersive metaverse environments. Moreover, the study offers a robust tool for predicting key customer outcomes, including satisfaction, ongoing usage intentions, and share of time spent on metaverse platforms. By understanding the ten key metaverse platform attributes, firms can strategically design and optimize their platforms to meet customer expectations, leading to increased usage intentions and market share.