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The Importance Of Establishing Customer Experiences

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Author Info

  • DUMITRESCU Luigi

    (Lucian Blaga University of Sibiu, Romania)

  • STANCIU Oana

    (Lucian Blaga University of Sibiu, Romania)

  • TICHINDELEAN 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.

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File URL: http://eccsf.ulbsibiu.ro/RePEc/blg/journl/716dumitrescu&stanciu&tichindelean&vinerean.pdf
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Bibliographic Info

Article provided by Lucian Blaga University of Sibiu, Faculty of Economic Sciences in its journal Studies in Business and Economics.

Volume (Year): 7 (2012)
Issue (Month): 1 (April)
Pages: 56-61

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Handle: RePEc:blg:journl:v:7:y:2012:i:1:p:56-61

Contact details of provider:
Postal: Lucian Blaga University of Sibiu, Faculty of Economic Sciences Dumbravii Avenue, No.17, postal code 550324, Sibiu, Romania
Phone: 004 0269 210375
Fax: 004 0269 210375
Email:
Web page: http://economice.ulbsibiu.ro/
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Related research

Keywords: experience marketing; customer experience; consumer behavior; customer empowerment; value co-creation;

References

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  1. Gentile, Chiara & Spiller, Nicola & Noci, Giuliano, 2007. "How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer," European Management Journal, Elsevier, vol. 25(5), pages 395-410, October.
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