6533b85cfe1ef96bd12bcfc4
RESEARCH PRODUCT
THE IMPORTANCE OF ESTABLISHING CUSTOMER EXPERIENCES
Dumitrescu LuigiStanciu OanaTichindelean MihaiVinerean Simonasubject
experience marketing customer experience consumer behavior customer empowerment value co-creationdescription
Recently, companies have apprehended the fact that customers want more than merely products or services and have proceeded in providing value creation through customer experiences. Experience marketing has emphasized the need to stimulate, entertain and affect consumers at an emotional level in order to create the premises for an experience in consumption. The repercussions for the experience marketing approach can range from brand advocacy, word-of-mouth, to loyalty and motivation to buy such an experience. Therefore, companies need to manage these experiences and pay attention to the moments of truth the customer has with the organization in question.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2012-01-01 | Studies in Business and Economics |