The Role Of Endorser Credibility And Advertising Shampoo Pantenecreativity In...inventionjournals
This dissertation analyzes the role of endorser and creativity Pantene shampoo advertisement in Attitude, Intention and consumer purchasing decisions (a case study in Mulawarman) Based on the data that has been processed and tested using smart PLS showed that: 1. there is positive but not significant influence between creativity endorser of the brand attitude, 2. there is a positive and significantrelationship between the endorser credibility with advertising attitude, 3. there is positive and significant correlation between creativity of advertising on brand attitudes, 4. there is positive and significant correlation between creativity of advertising on ad attitude, 5. there is positive and significant correlation between brand attitudes toward purchase intent, 6. there is positive and significant correlation between ad attitude toward purchase intent, 7. there is positive and significant correlation between purchase intention on purchasing decisions.
Customer loyalty through experiential marketing- A comprehensive study.Mohammad Ariful Islam
A project paper on Customer loyalty through Experiential Marketing. A comprehensive study on customer loyalty & Experiential Marketing. And try to find out the best possible relationship between them.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The Journal will bring together leading researchers, engineers and scientists in the domain of interest from around the world. Topics of interest for submission include, but are not limited to
It is one of the presentations I have done during my Masters Degree( MBA) about different aspects of Advertising which discusses advertising message,types of appeals and department of advertising
A STUDY ON IMPACT OF TELEVISION ADVERTISEMENT ON PURCHASE DECISIONS OF CONSUM...IAEME Publication
Television Advertising helps to make the product appealing to a person's basic motives,and influences their behavior and attitude towards the product.
Many things that were considered as luxuries till about 10 years ago have become necessities for most people today. This has happened in the in case of consumer durable goods consumption also.The research “A Study on Impact of Television Advertisement on Purchase Decisions of Consumer Durable Goods in Tiruchirappalli District”. The study has been conducted with primary data comprising of 720 sample respondents who are the viewers of television advertisements. The present study is focused on a study of important factors, service satisfaction and purchase decision of consumer durables goods. Percentage analysis and weighted average correlation analysis were used for analysis.
The Role Of Endorser Credibility And Advertising Shampoo Pantenecreativity In...inventionjournals
This dissertation analyzes the role of endorser and creativity Pantene shampoo advertisement in Attitude, Intention and consumer purchasing decisions (a case study in Mulawarman) Based on the data that has been processed and tested using smart PLS showed that: 1. there is positive but not significant influence between creativity endorser of the brand attitude, 2. there is a positive and significantrelationship between the endorser credibility with advertising attitude, 3. there is positive and significant correlation between creativity of advertising on brand attitudes, 4. there is positive and significant correlation between creativity of advertising on ad attitude, 5. there is positive and significant correlation between brand attitudes toward purchase intent, 6. there is positive and significant correlation between ad attitude toward purchase intent, 7. there is positive and significant correlation between purchase intention on purchasing decisions.
Customer loyalty through experiential marketing- A comprehensive study.Mohammad Ariful Islam
A project paper on Customer loyalty through Experiential Marketing. A comprehensive study on customer loyalty & Experiential Marketing. And try to find out the best possible relationship between them.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The Journal will bring together leading researchers, engineers and scientists in the domain of interest from around the world. Topics of interest for submission include, but are not limited to
It is one of the presentations I have done during my Masters Degree( MBA) about different aspects of Advertising which discusses advertising message,types of appeals and department of advertising
A STUDY ON IMPACT OF TELEVISION ADVERTISEMENT ON PURCHASE DECISIONS OF CONSUM...IAEME Publication
Television Advertising helps to make the product appealing to a person's basic motives,and influences their behavior and attitude towards the product.
Many things that were considered as luxuries till about 10 years ago have become necessities for most people today. This has happened in the in case of consumer durable goods consumption also.The research “A Study on Impact of Television Advertisement on Purchase Decisions of Consumer Durable Goods in Tiruchirappalli District”. The study has been conducted with primary data comprising of 720 sample respondents who are the viewers of television advertisements. The present study is focused on a study of important factors, service satisfaction and purchase decision of consumer durables goods. Percentage analysis and weighted average correlation analysis were used for analysis.
ReConnect process for Consumer Brand Relationship Nishant Singh
A conceptual framework to strengthen the engagements among the Consumers for the Brand. This concept is designed to leverage the existing CARE (Service) and evolution of Digital infrastructure to build engagement platforms. I have highlighted the metrics that marketers can use while deciding the resource allocations.
The aim of thispaperis to measure the strength of a brand with a comprehensive model that
combines the brand knowledge and brand relationshipon a brand perspective and measureswhether brand
knowledge and brand relationships have a positive relationship and significantly influence currentpurchase
variables and future purchase variables.
The Influence Of Relationship Marketing On Switching Barrier, Customer Satisf...inventionjournals
This study was aimed at testing and analyzing influence of relationship marketing on switching barrier, customer satisfaction, customer trust, and customer retention. The study was conducted with respondents of 141 Emerald BNI BANK customers in Indonesia. Data were collected by using instruments of questionnaires. The test on the model was done using structural equation model analysis with GSCA approach. Switching barrier significantly influenced on customer satisfaction and customer trust. Furthermore, customer satisfaction and customer trust significanly influenced on customer retention. Partially, it was identified that variable of customer trust was the most dominant variable influencing on the customer retention.
THE IMPACT OF SERVICE QUALITY AND BRAND AWARENESS ON BRAND LOYALTY: (A STUDY ...paperpublications3
Abstract: The study investigate the impact of service quality and brand awareness on brand loyalty. The participants of the survey were 400 mobile telecommunication subscribers from the fourteen local government areas of Zamfara state derived using Taro Yamane sample size formula. Regression analysis was the statistical tools used to test for the two hypotheses using version 22 SPSS. The findings suggested that that there exist significant positive influence between brand awareness and brand loyalty, service quality and brand loyalty. The present research provides resourceful and clear findings for telecommunication companies which can be harnessed in their effort to create and implement successful customer loyalty strategies. Future research can also look into other sub-variables under brand awareness like traditional advertisement, non-traditional advertising, sales promotion, leveraging on the web, sponsoring local and social events and their ratio of relative significance on brand loyalty.
A critical discussion of the concept of integrated marketing communicationsSam Cheema
The examination of integrated campaigns to create one brand voice, to dispel confusion in the consumer’s mind, has been debated amongst academics and practitioners alike. This paper will go some way to evaluating the concept of IMC and in particular from a strategy and planning perspective.
ReConnect process for Consumer Brand Relationship Nishant Singh
A conceptual framework to strengthen the engagements among the Consumers for the Brand. This concept is designed to leverage the existing CARE (Service) and evolution of Digital infrastructure to build engagement platforms. I have highlighted the metrics that marketers can use while deciding the resource allocations.
The aim of thispaperis to measure the strength of a brand with a comprehensive model that
combines the brand knowledge and brand relationshipon a brand perspective and measureswhether brand
knowledge and brand relationships have a positive relationship and significantly influence currentpurchase
variables and future purchase variables.
The Influence Of Relationship Marketing On Switching Barrier, Customer Satisf...inventionjournals
This study was aimed at testing and analyzing influence of relationship marketing on switching barrier, customer satisfaction, customer trust, and customer retention. The study was conducted with respondents of 141 Emerald BNI BANK customers in Indonesia. Data were collected by using instruments of questionnaires. The test on the model was done using structural equation model analysis with GSCA approach. Switching barrier significantly influenced on customer satisfaction and customer trust. Furthermore, customer satisfaction and customer trust significanly influenced on customer retention. Partially, it was identified that variable of customer trust was the most dominant variable influencing on the customer retention.
THE IMPACT OF SERVICE QUALITY AND BRAND AWARENESS ON BRAND LOYALTY: (A STUDY ...paperpublications3
Abstract: The study investigate the impact of service quality and brand awareness on brand loyalty. The participants of the survey were 400 mobile telecommunication subscribers from the fourteen local government areas of Zamfara state derived using Taro Yamane sample size formula. Regression analysis was the statistical tools used to test for the two hypotheses using version 22 SPSS. The findings suggested that that there exist significant positive influence between brand awareness and brand loyalty, service quality and brand loyalty. The present research provides resourceful and clear findings for telecommunication companies which can be harnessed in their effort to create and implement successful customer loyalty strategies. Future research can also look into other sub-variables under brand awareness like traditional advertisement, non-traditional advertising, sales promotion, leveraging on the web, sponsoring local and social events and their ratio of relative significance on brand loyalty.
A critical discussion of the concept of integrated marketing communicationsSam Cheema
The examination of integrated campaigns to create one brand voice, to dispel confusion in the consumer’s mind, has been debated amongst academics and practitioners alike. This paper will go some way to evaluating the concept of IMC and in particular from a strategy and planning perspective.
Co-creation is the actions of more than one person or party, bringing something into existence.
In business, it is a strategy and process focusing on the joint creation of value by customers and company. An interactive relationship, customers and staff function as active participants.
It is becoming more common for service providers to let customers co-create value - this mutual creation of services enhancing the consumption experience of customers.
The co-creation of value is an application for a product and goods-based businesses as well as services and experiences.
Marketing helps facilitate this mutual creation and enjoyment of value - business has moved away from the traditional model of customers purchasing goods or services – now, customers can engage in dialogue with suppliers during each stage of product design and product delivery.
Value co-created at multiple points of interaction.
“Co-creation is about joint creation of value by the company and the customer. It is not the firm trying to please the customer.” (Prahalad & Ramaswamy, 2004)
Health Services MarketingHSA 305Designing And Managing.docxpooleavelina
Health Services Marketing
HSA 305
Designing and Managing Integrated Marketing Communications
Kotler, P., Shalowitz, J., & Stevens, R. J. (2008). Strategic marketing for health care organizations. San
Francisco: Jossey-Bass
*
Welcome to Health Services Marketing. In this lesson, we will discuss Designing and Managing Integrated Marketing Communications.
Please go to the next slide.
ObjectivesUpon completion of this lesson, you will be able to:Describe the health care system and the role of marketing
*
Upon completion of this lesson, you will be able to:
Describe the health care system and the role of marketing.
Please go to the next slide.
Marketing Communications RoleRepresent the voice of the brandThe primary mechanisms implemented to establish a dialogue and build relationships with consumersDemonstrate consumers how and why a product is implemented, by what kind of person, and where and whenEducate consumers regarding who makes the product and what the organization and brand representCan provide consumers an incentive or reward for trial or usageEnable organizations to link their brands to other people, places, events, brands, experiences, feelings, and things
In this lesson, we will focus on how marketing communications work, what marketing communications can do for an organization, and how holistic marketers combine and integrate marketing communications. Specifically, we will examine the different forms of mass or personal communications such as advertising, sales promotion, events and experiences and public relations and publicity.
Marketing communications are the instruments organizations use to relate the benefits, positioning, and characters of their brands to consumers. In essence it:
Represent the voice of the brand;
Are the primary mechanisms implemented to establish a dialogue and build relationships with consumers;
Demonstrate consumer how and why a product is implemented, by what kind of person, and where and when;
Educate consumer regarding who makes the product and what the organization and brand represent;
Can provide consumers an incentive or reward for trial or usage;
And
Enable organizations to link their brands to other people, places, events, brands, experiences, feelings, and thing.
All of these are ways in which marketing communications can contribute to brand equity. By establishing the brand in memory and crafting a brand image is how these can contribute to brand equity.
Please go to the next slide.
*
Marketing Communications and Brand EquityCommunication mixMarketing activities
*
Marketing communication mix has six major modes of communications:
Advertising. This is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Sales promotion. This is a variety of short-tem incentives to encourage trial or purchase of a product or service.
Events and experiences are organization-sponsored activities and programs designed to create da ...
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White paper optimise your marketing mix By Allen Mukwenhabrandmalawi
This is an expanded presentation by Allen Mukwenha the CEO for EXP Malawi. He made the presentation at the 3rd Season of the Marketers Conference.
It was an eye opening presentation into the world of Experiential Marketing, how it can be brought to life and why it is an important element when developing a campaign to include it as part of the marketing mix.
How to leverage new ideas and engage customers
For more white papers and webinars, go to http://www.sldesignlounge.com
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Multi Sensory Brand Experience and Impulse Buying Tendency An Exploration of ...ijtsrd
It is important to understand sensory stimulation of people in human environments in designing supermarket. Human senses play significant roles in human experience and the memories. In retail design brands related to sensory experience attract customers and stimulate strong, positive, and distinctive impression across all five senses. In this study multiple sensory cues are found in relation to sight, sound, scent and touch. The main objectives of executing this research are to investigate the impact of multi sensory brand experience attributes sight, sound, scent and touch on impulse buying tendency of Sri Lankan Supermarket consumers and to identify the most influential sensory attribute that impacts impulse buying tendency. A quantitative study carried out under this research using a survey method and convenient sampling techniques was used. The researcher used regression analysis technique in order to test the hypothesis and identifying the impact multi sensory branding experience on impulse buying tendency, addressing the significance of each independent variable. According to the findings of the study it was revealed, there is no significant influence of sound and touch on impulse buying tendency whereas there is a significant impact of sight and scent on impulse buying tendency. Further, findings revealed that Sight is one of the most important sensory channels in comparison to other sensory receptors such as sound, smell, touch, and taste on impulse buying tendency of Sri Lankan supermarket consumers. B. T. K. Chathuranga | V. G. P. Lakshika "Multi-Sensory Brand Experience and Impulse Buying Tendency: An Exploration of Sri Lankan Supermarkets" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-5 , August 2019, URL: https://www.ijtsrd.com/papers/ijtsrd27846.pdfPaper URL: https://www.ijtsrd.com/management/marketing/27846/multi-sensory-brand-experience-and-impulse-buying-tendency-an-exploration-of-sri-lankan-supermarkets/b-t-k-chathuranga
Can social media become the final frontier in customer experience management? This research paper was published in Nirma International Conference on Management, 5th Jan 2012. ISBN 93-81361-68-1
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
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Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
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This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Biological screening of herbal drugs: Introduction and Need for
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Antifertility, Toxicity studies as per OECD guidelines
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It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
1. Studies in Business and Economics
THE IMPORTANCE OF ESTABLISHING CUSTOMER
EXPERIENCES
DUMITRESCU Luigi
Lucian Blaga University of Sibiu, Romania
STANCIU Oana
Lucian Blaga University of Sibiu, Romania
ȚICHINDELEAN Mihai
Lucian Blaga University of Sibiu, Romania
VINEREAN Simona
Lucian Blaga University of Sibiu, Romania
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.
1. Introduction
Experience marketing as been a topic for thirty years, when Holbrook and
Hirschman introduced the idea that consumer behavior also has an experiential
dimension (1. Holbrook and Hirschman,1982, pp. 92-101). From that point forward,
marketers paid attention of how customer experiences could have a positive influence
particularly in service marketing.
Companies have long tried to establish the premises of the ultimate customer
experience because it can lead to the highest level of customer loyalty. A customer
experience can influence consumer behavior much more than an excellent product or
- 56 - Studies in Business and Economics
2. Studies in Business and Economics
a service does. Therefore, a customer experience orientation and a marketing strategy
in this perspective can be visible brand differentiators in today’s cluttered marketplace.
Recent definitions of customer experience include that “The customer
experience originates from a set of interactions between a customer and a product, a
company, or part of its organization, which provoke a reaction. This experience is
strictly personal and implies the customer’s involvement at different levels (rational,
emotional, sensorial, physical, and spiritual)” (2.Gentile, Spiller, and Noci 2007, p.
397).
A second and related definition is that “Customer Experience is the internal
and subjective response customers have to any direct or indirect contact with a
company. Direct contact generally occurs in the course of purchase, use, and service
and is usually initiated by the customer. Indirect contact most often involves unplanned
encounters with representatives of a company’s products, service or brands and takes
the form of word-of-mouth recommendations or criticisms, advertising, news reports,
reviews and so forth.” (3. Meyer and Schwager 2007, p. 118).
In The Experience Economy (Harvard Business School, 1999), authors Pine
and Gilmore wrote: “Experiences are events that engage individuals in a personal way
and the value of the experience lingers in the memory of any individual who was
engaged by the event.” The authors discuss the idea of plotting, charting and
expanding on the economic value of customer experiences. Also, Pine and Gilmore
refer to customers not as just buyers of goods and services, but as buyers of
experiences. Using a long-term perspective, the authors have distinguished four
stages in the progression of economic value: commodities, goods, services and
experiences (4. Pine and Gilmore, 1999).
Bernd H. Schmitt coined the term experiential marketing (in his book of the
same name) and forecasted: “The degree to which a company is able to deliver a
desirable customer experience and to use information technology, brands, and
integrated communications and entertainment to do so will largely determine its
success in the global marketplace of the new millennium.” (5. Schmitt, 1999).
2. Managing the Customer Experience
Companies compete best when they combine functional and emotional
benefits in their offering. Emotional bonds between companies and customers are
difficult for competitors to sever. To compete successfully in this territory, a growing
number of organizations are systematically applying the principles and tools of
customer-experience management to strengthen customer loyalty. Unlike many
product or service enhancements, the holistic nature of these experiential designs
makes them very difficult for competitors to copy (6. Berry, Carbone, Haeck, 2002).
Many companies are trying to incorporate the customer experience in their
marketing practice. For example, Valero Energy Corporation is committed to ensuring
a positive retail experience for customers by focusing on convenience, value and
quality. Dell computers focuses on delivering the best customer experience in the
Studies in Business and Economics - 57 -
3. Studies in Business and Economics
markets the firm serves, while Toyota’s mission statement is to sustain profitable
growth by providing the best customer experience and dealer support (7.Verhoef,
Lemonb, Parasuraman, Roggeveen, Tsiros, Schlesinger, 2009, p. 31). Similarly, it has
been argued that the success of Starbucks is based on creating a distinctive customer
experience for their customers (8. Michelli 2007).
To master customer experience and create an appropriate framework which
could lead to higher customer loyalty, companies should:
• Emphasize the customers’ need – This may seem obvious, however
companies seem to focus too much on how to improve the product in terms of
adding new features, not so much on trying to figure out what customers
actually what, which may be fewer features, a simpler product or just a
different product. Stressing on the needs of customers should involve
everything from product development to social media strategies.
• Make sure every interaction is memorable – Nowadays, consumers are
subject to influences from far more sources than five or ten years ago, also
there are more touchpoints offline and online, especially considering how
many new social networks exist today and how many people get involved and
want to share what they consume with their peers. Also, companies should
may attention to customer feedback and act rapidly and proactively.
• Embed the customer experience in the culture of the company – This
aspect is related to customer orientation and the need for the company to go
beyond just promoting a consumer focus in its internal environment. Everyone
in the organization should be invested and committed in providing an engaging
consumer experience. Employees should also be taken into consideration,
involved and engaged in this transformation. Therefore, employees feel
empowered in the process of delivering great and memorable customer
experiences.
Guidance for creating marketing experiences from Pine and Gilmore (1998)
includes the steps of developing a coherent theme around which to stage the
experience, building positive and consistent impressions in the customer’s mind (while
eliminating any negative and inconsistent impressions), tangibilizing the experience
with memorabilia, and engaging all five senses in creating a memorable event. Thus
the experience is planned, communicated, staged and delivered to the customer (9.
Tynan and McKechnie, 2009, p. 504).
3. A Holistic Customer Experience
Verhoef and Parasunaman (7. Verhoef, Lemonb, Parasuraman, Roggeveen,
Tsiros, Schlesinger, 2009, p. 32) stated that the customer experience is “holistic in
nature and involves the customer’s cognitive, affective, emotional, social and physical
responses to the retailer.” Furthermore, the experience is based on more than just the
factors a company can control (e.g., price, atmosphere, product); it also depends on
the elements that can not be adjusted and constrained (e.g., word-of-mouth, electronic-
- 58 - Studies in Business and Economics
4. Studies in Business and Economics
word-of-mouth, purchase intent). Therefore, the customer experience comprises the
total experience, starting from the search, continuing with the purchase and
consumption, and then with the after-sale experience, which may or may not involve
cognitive dissonance.
Figure1. The customer’s holistic experience
(Adapted from Tyan and McKechnie, 2008, p.509)
The figure above presents the holistic nature of how customers perceive their
experience. In a first phase, the customer starts by searching for information about
fulfilling a particular need, and then he images how the experience might be, plans and
budgets accordingly so that he can eventually get the desired experience.
In the second phase, the actual experience happens. If customers can see,
smell, taste or hear, they are experiencing a clue. Sensory elements can incite interest
and can motivate consumers to relate to a product or company and thus develop an
image and as a consequence certain feelings. Feelings are closely related to action,
whether is it an immediate purchase or an intent to buy at a certain moment in time.
Rational economic consumer choices are driven by utilitarian meaning where
customers seek out functional value. Furthermore customers can acquire value
through the consumption of novel experiences and from utopian meanings with respect
to the consumer’s relations with place and space (9. Tynan and McKechnie, 2009, p.
509).
The last phase a customer’s holistic experience implies the different outcomes
from the consumer’s perspective. Therefore, the experience may have generated
enjoyment and entertainment in the best case scenario, or the consumers may have
learned something new. Also, they may also have experienced nostalgia from
reminiscing something familiar. Furthermore, consumers may engage in fantasizing of
an ideal experience or they may evangelize to others the experience and thus
promoting word-of-mouth and persuading other potential customers to engage with the
company providing the experience.
Studies in Business and Economics - 59 -
5. Studies in Business and Economics
4. Customer Empowerment
In order to achieve a valuable customer experience, companies need to find
out what customers value, what touchpoints do they use in interacting with the product
or service, and how can the company co-create more value together with the
customers. Therefore, companies should create and provided the premises for
customer empowerment.
Co-creation is a term coined by C.K. Prahalad that describes a new approach
to customer innovation. Prahalad and Krishnan in The New Age of Innovation
observed the new ways of creating product and experience through collaboration by
companies, consumers, suppliers, and channel partners interconnected in a network of
innovation. (10. Prahalad) Furthering this idea, a product experience is not happening
on its own; it represents the accumulation of individual consumer experiences that
creates the most value for the product. When individual consumers experience the
product, they personalize the experience according to their own unique needs and
wants. (11. Kotler, 2010)
Informed, networked, empowered, and active consumers are increasingly cocreating value with the firm. According to Prahalad (12. Prahalad and Ramaswamy,
2004) value is not added to goods, or created by services, but is embedded in the
actual personalized experiences created through active participation. However, from
the customer’s perspective, co-creating value involves a certain amount of risk the
customer is experiencing in the form of sharing sensitive information and privacy
matters.
5. Customer Experiences in Digital Marketing
Apparently, the online environment is a consistent provider of customer
experiences, where consumers are empowered and engaging in different online tools
that companies provide for personalized and co-created experiences.
There is an increasing number of websites and social networks that offer a
consumer experience that pursues intense emotions, whether they aim at engaging
with online communities and friends, it is a clear fact that people want to share and
experience different interests across borders.
By now, everyone knows the power of Facebook, Twitter, Google+, YouTube,
and LinkedIn; and every company out there utilizes this power in constructing the
social media strategy of interactive marketing.
Now there is a new social bookmarking site, namely Pinterest that is driving
more traffic than YouTube, Google+ and LinkedIn combined. Pinterest is great from a
customer experience perspective because it gives the opportunity to present interests
and interact accordingly. Therefore, consumers and companies can interact and cocreate value through a new touchpoint that has the consumer at its core.
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6. Studies in Business and Economics
6. Conclusion
Customer experience provides the blueprint for excellence in marketing.
Companies should constantly strive for improvement and a better understanding of
their customers, as well as manage customer interaction to strengthen brand equity
and ultimately improve long-term profitability.
The ultimate goal of a experience marketing is to create holistic experiences
for individuals so that they can sense powerful feeling towards a certain product,
service, company or brand. Therefore, customer experiences can me used so that
products do not become commodities in today’s fast moving and engaging online and
offline environment. Moreover, a great customer experience that “wows” can lead to
the coveted consumer delight and brand advocate.
7. References
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Gentile, C., Spiller, N., Noci, G., 2007. How to Sustain the Customer Experience: An Overview of
Experience Components that Co-create Value with the Customer. European
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Meyer C., Schwager A., 2007. Understanding Customer Experience. Harvard Business Review,
February.
Pine, J., Gilmore, J., 1999. The Experience Economy. Cambridge, MA, USA: Harvard Business
School Press.
Schmitt, B., 1999. Experiential Marketing. New York: The Free Press.
Berry, L.L., Carbone, L.P., Haeck, S.H., 2002. Managing the total customer experience. MIT
Sloan Management Review, Spring
Verhoef, P.C., Lemon, K.N., Parasuraman, A., Roggeveen, A., Tsiros, M., Schlesinger, L.A.,
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Michelli, J., 2007. The Starbucks Experience: 5 Principles for Turning Ordinary Into
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Tynan, C., McKechnie, S., 2009. Experience marketing: a review and reassessment. Journal of
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Prahalad, C.K., Krishnan, M.S., 2008. The New Age of Innovation: Driving Cocreated Value
Through Global Networks. New York: McGraw-Hill.
Kotler, Ph., Kartajaya, H., Setiawan, I., 2010. Marketing 3.0. From Products to Customers to
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Prahalad, C.K., Ramaswamy, V., 2004. Co-Creation Experiences: The Next Practice in Value
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