Customer experience in marketing: History, concept and management
Companies are nowadays faced with challenges regarding interaction with customers through various touchpoints in multichannel environment. Key priority in that situation is to manage all those touchpoints in such a way to optimize customer experience. In a context like this customer experience manag...
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Srpsko udruženje za marketing
2017-01-01
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Series: | Marketing (Beograd. 1991) |
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Online Access: | http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2017/0354-34711701003S.pdf |
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doaj-383f2b465d9746e5a6e92f626ba556f92020-11-25T00:36:55ZengSrpsko udruženje za marketingMarketing (Beograd. 1991)0354-34712334-83642017-01-0148131910.5937/markt1701003S0354-34711701003SCustomer experience in marketing: History, concept and managementŠtavljanin Velimir0University of Belgrade, Faculty of Organizational Sciences, Belgrade, SerbiaCompanies are nowadays faced with challenges regarding interaction with customers through various touchpoints in multichannel environment. Key priority in that situation is to manage all those touchpoints in such a way to optimize customer experience. In a context like this customer experience management is becoming a priority for a large number of companies. The aim of this paper is to clarify the concept of customer experience, bring it closer to the academic and practitioner community, and create interest for this relatively novel concept. Paper provides historical review of the literature in the domain of consumer experience, detailed analysis of customer experience concept, and present models of customer experience management.http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2017/0354-34711701003S.pdfcustomer experienceexperiential marketingcustomer experience management |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Štavljanin Velimir |
spellingShingle |
Štavljanin Velimir Customer experience in marketing: History, concept and management Marketing (Beograd. 1991) customer experience experiential marketing customer experience management |
author_facet |
Štavljanin Velimir |
author_sort |
Štavljanin Velimir |
title |
Customer experience in marketing: History, concept and management |
title_short |
Customer experience in marketing: History, concept and management |
title_full |
Customer experience in marketing: History, concept and management |
title_fullStr |
Customer experience in marketing: History, concept and management |
title_full_unstemmed |
Customer experience in marketing: History, concept and management |
title_sort |
customer experience in marketing: history, concept and management |
publisher |
Srpsko udruženje za marketing |
series |
Marketing (Beograd. 1991) |
issn |
0354-3471 2334-8364 |
publishDate |
2017-01-01 |
description |
Companies are nowadays faced with challenges regarding interaction with customers through various touchpoints in multichannel environment. Key priority in that situation is to manage all those touchpoints in such a way to optimize customer experience. In a context like this customer experience management is becoming a priority for a large number of companies. The aim of this paper is to clarify the concept of customer experience, bring it closer to the academic and practitioner community, and create interest for this relatively novel concept. Paper provides historical review of the literature in the domain of consumer experience, detailed analysis of customer experience concept, and present models of customer experience management. |
topic |
customer experience experiential marketing customer experience management |
url |
http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2017/0354-34711701003S.pdf |
work_keys_str_mv |
AT stavljaninvelimir customerexperienceinmarketinghistoryconceptandmanagement |
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