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Understanding Unique Customer Experiences: The potential of providing in-store Unique Customer Experiences (UCEs) nowadays - Softcover
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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Understanding Unique Customer Experiences
Verlag:
LAP LAMBERT Academic Publishing, 2011
ISBN 10: 3846544914
ISBN 13: 9783846544914
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Softcover
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Understanding Unique Customer Experiences
Verlag:
LAP LAMBERT Academic Publishing Nov 2011, 2011
ISBN 10: 3846544914
ISBN 13: 9783846544914
Neu
Taschenbuch
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Taschenbuch. Zustand: Neu. Neuware -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.Books on Demand GmbH, Überseering 33, 22297 Hamburg 104 pp. Englisch. Artikel-Nr. 9783846544914
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Understanding Unique Customer Experiences: The Potential Of Providing In-Store Unique Customer Experiences (Uces) Nowadays
Verlag:
Lap Lambert Academic Publishing, 2011
ISBN 10: 3846544914
ISBN 13: 9783846544914
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Paperback
Anbieter: Revaluation Books, Exeter, Vereinigtes Königreich
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Paperback. Zustand: Brand New. 104 pages. 8.66x5.91x0.24 inches. In Stock. Artikel-Nr. __3846544914
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Beispielbild für diese ISBN
Understanding Unique Customer Experiences: The Potential Of Providing In-Store Unique Customer Experiences (Uces) Nowadays
Verlag:
Lap Lambert Academic Publishing, 2011
ISBN 10: 3846544914
ISBN 13: 9783846544914
Neu
Paperback
Anbieter: Revaluation Books, Exeter, Vereinigtes Königreich
Verkäuferbewertung 5 von 5 Sternen
Paperback. Zustand: Brand New. 104 pages. 8.66x5.91x0.24 inches. In Stock. Artikel-Nr. 3846544914
Anzahl: 1 verfügbar