Service Excellence: Creating Customer Experiences That Build Relationships - Couverture souple

Livre 13 sur 13: Marketing Strategy Collection

Bolton, Ruth N.

 
9781631573712: Service Excellence: Creating Customer Experiences That Build Relationships
Couverture souple
ISBN 10 : 1631573713 ISBN 13 : 9781631573712
Editeur : Business Expert Press, 2016

Synopsis

The Customer Experience is the sensory, cognitive, emotional, social and behavioral dimensions of all activities that connect the customer and the organization over time across touch points and channels. It encompasses all activities involving the customer where the organization is the focal object, including pre-purchase activities (such as exposure to a website ad), and purchase, consumption, and engagement behaviors (blogging, sharing photos). This book analyzes the challenges of creating excellent customer experiences, including the management of technology and new media. It describes how customers co-produce and co-create their experiences, and how these activities influence business revenues and costs. The book takes a deep dive into the psychology of customers, revealing the conceptual building blocks of customer experiences and how they build relationships over time. These ideas provide a business perspective on how to manage relationships with customers to generate cash flows and profitability, including the role of pricing.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

Ruth N. Bolton is professor of marketing at the W.P. Carey School of Business, Arizona State University. She previously served from 2009-2011 as the executive director of the Marketing Science Institute, a not-for-profit organization that brings together leading marketing academics and business professionals. Dr. Bolton has written over 80 articles and has frequently presented her work at international conferences. She is the 2016 recipient of the AMA/Irwin/McGraw-Hill Distinguished Marketing Educator Award.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Business Expert Press
Date d'édition
2016
Langue
anglais
ISBN 10 
1631573713
ISBN 13 
9781631573712
Reliure
Broché
Nombre de pages
207
Coordonnées du fabricant
non disponible
Personne responsable
non disponible