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Understanding Unique Customer Experiences

Name: Understanding Unique Customer Experiences
Brand: LAP Lambert Academic Publishing
SKU: 06996930
Price: 48.29 EUR
Availability: InStock
Author: Elisa López Moreno
ISBN: 9783846544914

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

Elisa López Moreno

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Inglés

Libro Tapa blanda

Código Libristo: 06996930

Editores LAP Lambert Academic Publishing, noviembre 2010

A new type of economic offering has lately appeared in the market scene: the provision of Unique Cus... Descripción completa

Código Libristo: 06996930

118 b

48.29 €

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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.