Understanding Unique Customer Experiences

Name: Understanding Unique Customer Experiences
Brand: LAP Lambert Academic Publishing
SKU: 9783846544914
Price: 44.83 EUR
Availability: InStock

The potential of providing in-store Unique Customer Experiences (UCEs) nowadays

Автор: Elisa López Moreno

Език:

Корици: С меки корици

Издател: LAP Lambert Academic Publishing

Наличност: Външен склад

Изпращаме след 8-11 дни

44.83 € 87.67 лв

A new type of economic offering has lately appeared in the market scene: the provision of Unique Cus...

Информация за книгата

Автор

Elisa López Moreno

Език

Английски език

Корици

Книга - С меки корици

Издадена

2011

страници

104

EAN

9783846544914

Enbook ID

06996930

Издател

LAP Lambert Academic Publishing

Теглоt

171

Размери

150 x 220 x 6

Пълно описание

A new type of economic offering has lately appeared in the market scene: the provision of Unique Customer Experiences (UCEs). UCEs occur "when a company intentionally uses services as the stage and goods as props to engage the customer emotionally in a way that creates a memorable even"t (Pine and Gilmore, 2009. The present work represents an attempt to deeper explore try the potential consequences for companies providing UCEs. A field experiment was carried out in a hairdresser establishment in Madrid in order to test the effects of UCE on two main customer variables: Word of mouth (WOM) and Revisit intentions. Overall, the present study presents an innovative marketing strategy, which opens a new door for businesses struggling to succeed in the challenging nowadays world.

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