MARKETING APPROACHES TO CUSTOMER EXPERIENCE MEASUREMENT AND EVALUATION

MARKETING APPROACHES TO CUSTOMER EXPERIENCE MEASUREMENT AND EVALUATION

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The article shows the variety of existing marketing methods to measure and evaluate the consumer experience. The necessity of creation of a comprehensive Customer Experience Management System on the basis of empirical data in order to create a platform for building long-term relationships with custo...

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Bibliographic Details
Main Authors: A. Serzhantov, M. Orlova
Format: Article
Language:Russian
Published: Publishing House of the State University of Management 2019-02-01
Series:Вестник университета
Subjects:
Customer Experience Management
moments of truth
consumer experience individualization
branded customer experience
neuromarketing
customer experience measurement
customer experience evaluation
Online Access:https://guuvest.elpub.ru/jour/article/view/641
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spelling doaj-5a5f40f6ea3143a987b7ca34c8e8fbdc2020-11-25T03:00:28ZrusPublishing House of the State University of ManagementВестник университета1816-42772019-02-01038792641MARKETING APPROACHES TO CUSTOMER EXPERIENCE MEASUREMENT AND EVALUATIONA. Serzhantov0M. Orlova1ФГБОУ ВО «ГУУ»ФГБОУ ВО «ГУУ»The article shows the variety of existing marketing methods to measure and evaluate the consumer experience. The necessity of creation of a comprehensive Customer Experience Management System on the basis of empirical data in order to create a platform for building long-term relationships with customers is proved.https://guuvest.elpub.ru/jour/article/view/641Customer Experience Managementmoments of truthconsumer experience individualizationbranded customer experienceneuromarketingcustomer experience measurementcustomer experience evaluation
collection DOAJ
language Russian
format Article
sources DOAJ
author A. Serzhantov
M. Orlova
spellingShingle A. Serzhantov
M. Orlova
MARKETING APPROACHES TO CUSTOMER EXPERIENCE MEASUREMENT AND EVALUATION
Вестник университета
Customer Experience Management
moments of truth
consumer experience individualization
branded customer experience
neuromarketing
customer experience measurement
customer experience evaluation
author_facet A. Serzhantov
M. Orlova
author_sort A. Serzhantov
title MARKETING APPROACHES TO CUSTOMER EXPERIENCE MEASUREMENT AND EVALUATION
title_short MARKETING APPROACHES TO CUSTOMER EXPERIENCE MEASUREMENT AND EVALUATION
title_full MARKETING APPROACHES TO CUSTOMER EXPERIENCE MEASUREMENT AND EVALUATION
title_fullStr MARKETING APPROACHES TO CUSTOMER EXPERIENCE MEASUREMENT AND EVALUATION
title_full_unstemmed MARKETING APPROACHES TO CUSTOMER EXPERIENCE MEASUREMENT AND EVALUATION
title_sort marketing approaches to customer experience measurement and evaluation
publisher Publishing House of the State University of Management
series Вестник университета
issn 1816-4277
publishDate 2019-02-01
description The article shows the variety of existing marketing methods to measure and evaluate the consumer experience. The necessity of creation of a comprehensive Customer Experience Management System on the basis of empirical data in order to create a platform for building long-term relationships with customers is proved.
topic Customer Experience Management
moments of truth
consumer experience individualization
branded customer experience
neuromarketing
customer experience measurement
customer experience evaluation
url https://guuvest.elpub.ru/jour/article/view/641
work_keys_str_mv AT aserzhantov marketingapproachestocustomerexperiencemeasurementandevaluation
AT morlova marketingapproachestocustomerexperiencemeasurementandevaluation
_version_ 1724698013727719424

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