The Importance of Establishing Customer Experiences.

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. [ABSTRACT FROM AUTHOR], Copyright of Studies in Business & Economics is the property of University of Sibiu, Lucian Blaga and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual )