CREATION AND ANALYSIS OF CUSTOMER EXPERIENCE IN THE REPUBLIC OF CROATIA

Ozren Rafajac ()
Additional contact information
Ozren Rafajac: Polytechnic of Rijeka

Economic Thought and Practice, 2022, vol. 31, issue 2, 521-540

Abstract: Customer experience management involves analysing and shaping customer interaction with a product and brand to improve sales, organizational image, and customer loyalty. This paper analyses how business organizations in the Republic of Croatia collect customer data and which customer experiences they most often create. For the empirical research an online questionnaire was applied with 16 questions that were fully answered by 54 (N) business organizations from the Republic of Croatia. Interestingly, 38.9% of surveyed organizations do not collect any customer data, while only 46.3% of surveyed organizations allow customers to evaluate their products and services. The analysis identified a positive statistically significant correlation between perceived user experience improvement and perceived customer loyalty, (Ï„b = .335, p = .005). Business organizations included in the research only sometimes or rarely create educational and aesthetic experiences, and very rarely or never entertainment and escapist experiences. This paper is intended for business owners and managers who seek to improve sales, organizational image and customer loyalty.

Keywords: experience economy; customer experience; marketing; loyalty; management (search for similar items in EconPapers)
JEL-codes: M21 M31 M37 (search for similar items in EconPapers)
Date: 2022
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://hrcak.srce.hr/index.php/clanak/416002 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:avo:emipdu:v:31:y:2022:i:2:p:521-540

Ordering information: This journal article can be ordered from
Economic Thought and Practice, University of Dubrovnik, Branitelja Dubrovnika 29, 20000 Dubrovnik
https://emip.unidu.hr/

DOI: 10.17818/EMIP/2022/2.9

Access Statistics for this article

Economic Thought and Practice is currently edited by Nebojsa Stojcic

More articles in Economic Thought and Practice from Department of Economics and Business, University of Dubrovnik Contact information at EDIRC.
Bibliographic data for series maintained by Nebojsa Stojcic ().