Understanding Unique Customer Experiences: The potential of providing in-store Unique Customer Experiences (UCEs) nowadays - Softcover

López Moreno, Elisa

Softcover

ISBN 10: 3846544914 ISBN 13: 9783846544914

Publisher: LAP LAMBERT Academic Publishing, 2011

Synopsis

A new type of economic offering has lately appeared in the market scene: the provision of Unique Customer Experiences (UCEs). UCEs occur "when a company intentionally uses services as the stage and goods as props to engage the customer emotionally in a way that creates a memorable even"t (Pine and Gilmore, 2009. The present work represents an attempt to deeper explore try the potential consequences for companies providing UCEs. A field experiment was carried out in a hairdresser establishment in Madrid in order to test the effects of UCE on two main customer variables: Word of mouth (WOM) and Revisit intentions. Overall, the present study presents an innovative marketing strategy, which opens a new door for businesses struggling to succeed in the challenging nowadays´ world.

About this title

About the Author

Born in Madrid, Elisa López is currently working in the field of marketing as a Product Manager for L´Oréal Spain. She was postgraduated by Erasmus University in 2009, where she wrote her master thesis called "Understanding the potential of providing in-store Unique Customer Experiences", which represents the subject of the present book.

Edition details

• Publisher: LAP LAMBERT Academic Publishing
• Publication date: 2011
• Language: English
• ISBN 10: 3846544914
• ISBN 13: 9783846544914
• Binding: Paperback
• Number of pages: 104