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

López Moreno, Elisa

 
9783846544914: Understanding Unique Customer Experiences: The potential of providing in-store Unique Customer Experiences (UCEs) nowadays
Softcover
ISBN 10: 3846544914 ISBN 13: 9783846544914
Verlag: LAP LAMBERT Academic Publishing, 2011

Inhaltsangabe

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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Reseña del editor

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.

Biografía del autor

Born in Madrid, Elisa López is currently working in the field of marketing as a Product Manager for L´Oréal Spain. She was postgraduated by Erasmus University in 2009, where she wrote her master thesis called "Understanding the potential of providing in-store Unique Customer Experiences", which represents the subject of the present book.

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Verlag
LAP LAMBERT Academic Publishing
Erscheinungsdatum
2011
Sprache
Englisch
ISBN 10 
3846544914
ISBN 13 
9783846544914
Einband
Tapa blanda
Anzahl der Seiten
104
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Verantwortliche Person
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