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Understanding Unique Customer Experiences

Name: Understanding Unique Customer Experiences
Brand: LAP Lambert Academic Publishing
SKU: 9783846544914
Price: 42.52 EUR
Availability: InStock

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

Autor: Elisa López Moreno

Jazyk:

Väzba: Brožovaná

Vydavateľ: LAP Lambert Academic Publishing

Dostupnosť: Skladom u dodávateľa

Odosielame za 8-11 dní

42.52 €

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

Informácie o knihe

Autor

Elisa López Moreno

Jazyk

Angličtina

Väzba

Kniha - Brožovaná

Vydalo

2011

Stránok

104

EAN

9783846544914

Enbook ID

06996930

Vydavateľ

LAP Lambert Academic Publishing

Hmotnosť

171

Rozmery

150 x 220 x 6

Kompletný popis

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.