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Enhancing Marketing Performance through Customer Experience Management (CEM): Lesson from a Case Study in the Malaysia Cinema Industry


  • Norizan M. Saad

    (Prince Sultan College for Tourism and Business, Saudi Arabia)

  • Kaveh Abhari

    (University Sains, Malaysia)


Traditional marketing management approaches to a certain extent fail to take into account the role of customer experience to improve organization performance. Due to many limitations posed by the traditional marketing approach, this paper makes a case for Customer Experience Management (CEM).

Suggested Citation

  • Norizan M. Saad & Kaveh Abhari, 2010. "Enhancing Marketing Performance through Customer Experience Management (CEM): Lesson from a Case Study in the Malaysia Cinema Industry," MIC 2010: Social Responsibility, Professional Ethics, and Management; Proceedings of the 11th International Conference, Ankara, 24–27 November 2010 [Selected Papers], University of Primorska, Faculty of Management Koper.
  • Handle: RePEc:mgt:micp10:547-569

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