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Understanding Unique Customer Experiences

Name: Understanding Unique Customer Experiences
Brand: LAP Lambert Academic Publishing
SKU: 9783846544914
Price: 180.03 PLN
Availability: InStock

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

Autor: Elisa López Moreno

Język:

Oprawa: Miękka

Wydawca: LAP Lambert Academic Publishing

Dostępność: Dostępna u dostawcy

Wysyłamy za 8-11 dni

180.03 zł

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

Informacje o książce

Autor

Elisa López Moreno

Język

Angielski

Oprawa

Książka - Miękka

Data wydania

2011

strony

104

EAN

9783846544914

Enbook ID

06996930

Wydawca

LAP Lambert Academic Publishing

Waga

171

Wymiary

150 x 220 x 6

Pełny opis

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.