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Viac informácií o knihe Understanding Unique Customer Experiences

• Parametre knihy
• Anotácia kniha
• Obľúbené z iného súdka

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Anotácia knihy

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.

Parametre knihy

• Celý názov: Understanding Unique Customer Experiences
• Podnázov: The potential of providing in-store Unique Customer Experiences (UCEs) nowadays
• Autor: Elisa López Moreno
• Jazyk: Angličtina
• Väzba: Brožovaná
• Počet strán: 104
• EAN: 9783846544914
• ID: 06996930
• Nakladateľ: LAP Lambert Academic Publishing
• Hmotnosť: 171 g
• Rozmery: 220 × 150 × 6 mm
• Rok vydania: 2011

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