Dealing with intangible and so subtle experience is unusual and a huge challenge for management that is not used to measure what has no numbers, but maybe they need to see beyond the obvious and accessible statistics. Recently, several studies point to the importance of customer experience...

It is easy to equate the output of a retail establishment with the value of its sales (e.g., revenue). The simplicity of this approach is clearly the reason that it is so often used. However, we have argued that to do this is conceptually inappropriate because it confuses output and demand two...