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Enriching the customer experience

Enriching the customer experience This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.Design/methodology/approachThis briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.FindingsThe weakening effect of branded advertising has prompted many firms to focus more on the whole customer experience. Appropriate emphasis on key areas and engaging in a co-creation process with customers and partner firms can help generate memorable customer experiences and a positive subsequent impact on purchase behavior and loyalty.Originality/valueThe briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategic Direction Emerald Publishing

Enriching the customer experience

Strategic Direction , Volume 35 (8): 3 – Aug 13, 2019
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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0258-0543
DOI
10.1108/sd-05-2019-0095
Publisher site
See Article on Publisher Site

Abstract

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.Design/methodology/approachThis briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.FindingsThe weakening effect of branded advertising has prompted many firms to focus more on the whole customer experience. Appropriate emphasis on key areas and engaging in a co-creation process with customers and partner firms can help generate memorable customer experiences and a positive subsequent impact on purchase behavior and loyalty.Originality/valueThe briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Journal

Strategic Direction – Emerald Publishing

Published: Aug 13, 2019

Keywords: Thailand; Customer experience innovation; Customer experience strategy

References

  • Advancing customer experience practice and strategy in Thailand
    Tivasuradej, Y.C.T.; Pham, N.