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- Title
DEVELOPMENT OF THE CONCEPT OF CUSTOMER EXPERIENCE MANAGEMENT.
- Authors
Krašna, Tadeja
- Abstract
Customer experience management is a relatively new approach which is slowly but definitely replacing the traditional way of marketing. This article aims at discussing the concept of experience, its occurrence and development and to contribute to the clarification of dilemmas, created by the findings up to date at both, conceptual and empirical levels. The review of literature presents different views concerning experiences and consumption experiences. It has been found out that the consumer has to be attracted through experiences and experiences are becoming of key importance for achieving competitive advantages, which resulted in experience economy. The latter sets a clear delineation between the services and experiences and defines experiences as the fourth economic offer. According to those who are in favour of experiential marketing only the providers who are aware that experiences are a new economic offer will survive. Consumers want products, communication and marketing campaigns which affect their senses, touch their hearts, excite their thoughts, and which can be connected and integrated into their lifestyle. Experience economy and experiential marketing triggered the creation of customer experience management, providing a managerial tool for gradual management of customer experience strategically and creatively and show how a company can create value for the customer and for the company with the help of experiences.
- Subjects
CUSTOMER experience; COMMUNICATION in marketing; RELATIONSHIP marketing; MARKETING; LITERATURE reviews; DILEMMA
- Publication
Management & Education / Upravlenie i Obrazovanie, 2023, Vol 19, Issue 2, p12
- ISSN
1312-6121
- Publication type
Article