Metaverse platform attributes and customer experience measurement

The metaverse has enormous potential to provide customers with novel experiences and support brand capabilities. Therefore, ensuring a high-quality customer experience in the metaverse is critical for the growth of metaverse platforms and brand success. However, while measures of customer experience in both traditional and digital contexts have long been established, they have not yet been adapted to the unique context of the metaverse. Employing a multiphase mixed-methods research design, we propose a simple 10-item scale to measure metaverse customer experience (MVCX) based on the evaluation of 10 key metaverse platform attributes: aesthetics, commerciality, communality, creativity, efficiency, immersion, interoperability, personalization, privacy, and trialability. Our reliability and validity tests across multiple studies demonstrate that the MVCX scale has sound psychometric properties and can reliably predict customer satisfaction, ongoing usage intentions, and share of time spent on a metaverse platform. This study offers the first operationalized, attribute-level model of MVCX, contributing to both the digital customer experience literature and practice. The short 10-item MVCX scale can be used by marketing managers to enhance customer experience and satisfaction, thereby ensuring brand success.