VSE knjižnice (vzajemna bibliografsko-kataložna baza podatkov COBIB.SI)
  • Development of the concept of customer experience managment = Razvitie na koncepcijata za upravlenie na klientskoto izživjavane
    Krašna, Tadeja, 1966-
    Customer experience management is a relatively new approach which is slowly bet definitely replacing the traditional way of marketing. This article aims at discussing the concept of experience, its ... occurence and development and to contribute to the clarification of dilemmas, created by the findings up to date at both, conceptual and empirical levels. The review of literature presents different views concerning experiences and consumption experiences. It has been found out that the consumer has to be attracted throught experiences and experiences are becoming of key importance for achieving competitive advantages, which resulted in experience economy. The later sests a clear delineation between the services and experiences and defines experiences as the fourth economic offer. According to those who are in favour of experiential marketing only the providers who are aware that experiences are a new economic offer will survive. Consumers want products, communication and marketing compaigns which affect their senses, touch their hearts, excite their thoughts, and which can be connected and integrated into their lifestyle. Experience economy and experiential marketing triggered the creation of consumer experience management, providing a managerial tool for gradual management of customer experience strategically and creatively and show how a company can create value for the customer and for the company with the help of experience.
    Vir: Upravlenie i obrazovanie : [akademično spisanie] = Management and education : [academic journal]. - ISSN 1312-6121 (T. 19, 2023, Kn. 2, str. 12-17)
    Vrsta gradiva - članek, sestavni del ; neleposlovje za odrasle
    Leto - 2023
    Jezik - angleški
    COBISS.SI-ID - 160105731

Vnos na polico