The Way of the Mountain is determined to enhance customer experience and improve product offering to develop a loyal customer base. Such aspirations can only be achieved if the company understands customer satisfaction. It can realize this by measuring different parameters to understand areas that need improvement and where customers are satisfied. Our focus is to ensure that clients develop memorable experiences that will encourage them to refer their friends or peers or continue using our services. Deciding what to measure can be challenging given the complexity of the concept and differences in the factors that lead to customer satisfaction (Palací et al., 2019) . Some of the clients are in search of peace of mind while others are looking for thrills and adventures. Similarly, their differences like group versus individual and corporate versus social makes it difficult to develop a tool that can measure their overall satisfaction with the package.
The completed figure identifies various service factors and their role in customer experience. Similarly, the level of control varies across the factors with the team having significant control in others and limited in others. For example, we can control the pricing, and product package and timing. However, issues like picnic lunch depend on the service quality of the selected restaurants. A delay, poorly prepared, highly priced or improperly packaged lunch can ruin customer experience. We can also control the mountain trails, waterfall experiences, tour guide and cave but not customer preference. Overall service quality using dimensions like reliability assurance, empathy, tangibles and responsiveness can be challenging and depends on the roles of the various stakeholders (Bobâlcă et al., 2012) . The uniqueness of the tour, social value, cost and educational value of the package will therefore differ and have more or less priority n the diagram.
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The measurement focused on the experiences, perception, thoughts and interactions of the clients. The measurements grouped different aspects into attitudinal, affective behavioural, affective and cognitive and behavioural measures. Loyalty measurement or affective, behavioural measures are of the highest priority since they determine the score for the net promoter (Bobâlcă et al., 2012; Palací et al., 2019) . Repeat purchase and reference in this case reflects customer loyalty which is influenced by quality, value and product performance which have a high impact on the experiences of a client and the team have the ability to influence the results to achieve the desired outcome.
Currently, The Way of the Mountain measures the highest priority by making follow up calls and asking clients if they would recommend the package to their peers and family. The team then understands overall satisfaction, likelihood to recommend our package and repurchasing the same in future. In some instances, we ask our customers their overall satisfaction with our offerings, their willingness to revisit the sites and likelihood to recommend to family members, colleagues or friends (Palací et al., 2019) . A high score shows customer satisfaction while a low score indicates dissatisfaction or indifference thus the customer can easily move to a competitors who offers lower prices than ours.
The priority measurement of affective and behavioural measures helps the team identify customer perception and areas within our control that needs improvement to enhance customer experience. Similarly, it helps in the identification of overall customer satisfaction leading to improved service delivery to enhance quality and customer service. The outcome further helps identify other underlying service factors that can be improved to realize customer satisfaction. For example, if a client says that they will not recommend our package to their friends or family, we can identify the reasons for such decisions and make appropriate changes to enhance the experiences of other customers. Similarly, if the measures identify something like trip experience as being of importance or value to the client, we can incorporate such data to enhance their future experiences.
References
Bobâlcă, C., Gătej(Bradu), C., & Ciobanu, O. (2012). Developing a Scale to Measure Customer Loyalty. Procedia Economics And Finance , 3 , 623-628. https://doi.org/10.1016/s2212-5671(12)00205-5
Palací, F., Salcedo, A., & Topa, G. (2019). Cognitive and Affective Antecedents of Consumers’ Satisfaction: A Systematic Review of two Research Approaches. Sustainability , 11 (2), 431. https://doi.org/10.3390/su11020431
