THE IMPORTANCE OF ESTABLISHING CUSTOMER EXPERIENCES

Luigi Dumitrescu, Oana Stanciu (Duralia) (), Mihai Tichindelean () and Simona Vinerean
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Luigi Dumitrescu: Lucian Blaga University of Sibiu, Romania

Studies in Business and Economics, 2012, vol. 7, issue 1, 56-61

Abstract: Recently, companies have apprehended the fact that customers want more than merely products or services and have proceeded in providing value creation through customer experiences. Experience marketing has emphasized the need to stimulate, entertain and affect consumers at an emotional level in order to create the premises for an experience in consumption. The repercussions for the experience marketing approach can range from brand advocacy, word-of-mouth, to loyalty and motivation to buy such an experience. Therefore, companies need to manage these experiences and pay attention to the moments of truth the customer has with the organization in question.

Keywords: experience marketing; customer experience; consumer behavior; customer empowerment; value co-creation (search for similar items in EconPapers)
Date: 2012
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