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Customer acquisition and retention ideas for 2021

Segun Onibalusi

Customer acquisition and retention ideas for 2021
Four realms of customer experience (Pine & Gilmore, 1999)

Customer experience is a totality of cognitive, affective, sensory, and behavioral consumer responses during all stages of the consumption process including pre-purchase, consumption, and post-purchase stages.[1][2][3] Pine and Gilmore described the experience economy as the next level after commodities, goods, and services with memorable events as the final business product.[4] Four realms of experience include esthetic, escapist, entertainment, and educational components.[5]

Different dimensions of customer experience include senses, emotions, feelings, perceptions, cognitive evaluations, involvement, memories, as well as spiritual components, and behavioral intentions.[6][1][7] The pre-consumption anticipation experience can be described as the amount of pleasure or displeasure received from savoring future events, while the remembered experience is related to a recollection of memories about previous events and experiences of a product or service.[8][9][10]

  1. ^ a b Godovykh, Maksim; Tasci, Asli D.A. (July 2020). "Customer experience in tourism: A review of definitions, components, and measurements". Tourism Management Perspectives. 35: 100694. doi:10.1016/j.tmp.2020.100694. ISSN 2211-9736.
  2. ^ Bagdare, Shilpa; Jain, Rajnish (2013-09-02). "Measuring retail customer experience". International Journal of Retail & Distribution Management. 41 (10): 790–804. doi:10.1108/ijrdm-08-2012-0084. ISSN 0959-0552.
  3. ^ Shaw, Colin (2007), "The Attention Cluster", The DNA of Customer Experience, London: Palgrave Macmillan UK, pp. 67–85, ISBN 978-1-349-35237-1, retrieved 2021-01-09
  4. ^ Pine, B. Joseph; Gilmore, James H. "The experience economy: past, present and future". Handbook on the Experience Economy: 21–44. doi:10.4337/9781781004227.00007.
  5. ^ "Welcome to the Experience Economy". Harvard Business Review. 1998-07-01. ISSN 0017-8012. Retrieved 2021-01-09.
  6. ^ Gentile, Chiara; Spiller, Nicola; Noci, Giuliano (October 2007). "How to Sustain the Customer Experience:". European Management Journal. 25 (5): 395–410. doi:10.1016/j.emj.2007.08.005. ISSN 0263-2373.
  7. ^ "Understanding Customer Experience". Harvard Business Review. 2007-02-01. ISSN 0017-8012. Retrieved 2021-01-09.
  8. ^ Kahneman, D.; Wakker, P. P.; Sarin, R. (1997-05-01). "Back to Bentham? Explorations of Experienced Utility". The Quarterly Journal of Economics. 112 (2): 375–406. doi:10.1162/003355397555235. ISSN 0033-5533.
  9. ^ Godovykh, Maksim; Tasci, Asli D. A. (2020-05-26). "Satisfaction vs experienced utility: current issues and opportunities". Current Issues in Tourism. 23 (18): 2273–2282. doi:10.1080/13683500.2020.1769573. ISSN 1368-3500.
  10. ^ Wirtz, Derrick; Kruger, Justin; Scollon, Christie Napa; Diener, Ed (September 2003). "What to Do on Spring Break?". Psychological Science. 14 (5): 520–524. doi:10.1111/1467-9280.03455. ISSN 0956-7976.