MARKETING APPROACHES TO CUSTOMER EXPERIENCE MEASUREMENT AND EVALUATION

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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Dettagli Bibliografici
Autori principali: A. Serzhantov, M. Orlova
Natura: Artigo
Lingua:Russo
Pubblicazione: Publishing House of the State University of Management 2017-03-01
Serie:Вестник университета
Soggetti:
customer experience management
moments of truth
consumer experience individualization
branded customer experience
neuromarketing
customer experience measurement
customer experience evaluation
Accesso online:https://vestnik.guu.ru/jour/article/view/641
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