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

López Moreno, Elisa

Brossura

ISBN 10: 3846544914 ISBN 13: 9783846544914

Casa editrice: LAP LAMBERT Academic Publishing, 2011

Riassunto

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.

Su questo libro

L'autore

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.

Dettagli dell'edizione

• Editore: LAP LAMBERT Academic Publishing
• Data di pubblicazione: 2011
• Lingua: Inglese
• ISBN 10: 3846544914
• ISBN 13: 9783846544914
• Rilegatura: Copertina flessibile
• Numero di pagine: 104
• Contatto del produttore: non disponibile
• Persona responsabile: KreGa Onlinehandel GmbH; 4950000000000; info@krega-onlinehandel.de; ; Birkenweg 31; Brakel; 33034; Germania