Demir, OzgeKaraosmanoglu, ElifUray, Nimet2025-12-152025-12-1520251533-29691533-2977https://doi.org/10.1080/15332969.2025.2594879https://hdl.handle.net/20.500.12469/7648This research explores the link between customer experience, value, and marketing outcomes, with emphasis on contextual adaptability, employing a multi-group structural equations modeling (SEM) approach. It shows that customer experience quality (CXQ) is invariant across two services, banking and TV broadcasting. SEM results demonstrate that customer loyalty is mainly influenced by functional value-more so than economic or social values. However, what drives functional value differ: For banking, consumers' evaluations of three CXQ dimensions, ease of access, monetary experience, and customer-centric processes predict functional value. In the TV subscription service however, functional value is largely driven by customer-centric processes.eninfo:eu-repo/semantics/closedAccessCustomer Experience QualityPerceived ValueMulti-Group Structural Equations ModelingArticle10.1080/15332969.2025.25948792-s2.0-105023656237