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Marketing has recently shown considerable interest in customer experience (CX). Klaus and Maklan (2012, 2013) provided a scale, called EXQ, to measure CX quality. In 2014, Klaus presented an updated EXQ scale that challenged the conceptualization and operationalization of CX quality. Inspired by this new conceptualization, we take the next step in the new EXQ scale’s application by, first, drawing on data from a B2C and a B2B study to systematically explore the scale’s psychometric properties. We find that the EXQ scale comprises two or more dimensions rather than one. In a second step, we explore the nature of the relationships between these dimensions, as well as between the dimensions and their items. Our research replicates previous findings and takes a step toward generalizing the new EXQ scale. This advancement increases our understanding of the role that CX quality plays in different research …