Defining, Measuring and Managing Consumer Experiences

ISBN-13: 9780367479374 / Angielski / Twarda / 2020 / 106 str.

Annarita Sorrentino

Opis

This book offers a comprehensive overview of the challenges that marketing faces in understanding, managing and measuring the dynamics of modern consumer behaviours and successfully managing the customer experience.

Spis treści

List of figures and tables Introduction 1. From behaviours to experiences 1.1. Consumer behaviours 1.1.1. Factors influencing behavioural choices 1.1.2. The post-modern consumption paradigms 1.1.3. The linear consumer journey 1.2. Satisfaction, value and experience 1.2.1. An experiential perspective on value creation 1.3. The circular consumer journey 1.3.1. The role of emotions 1.3.2. Towards memorable experiences 2. Ecclectic approaches to measure consumers responses 2.1 Understanding behavioural bias 2.1.1. The behavioural layer 2.1.2. The declared layer 2.1.3. The perceived layer 2.2. Using big data to understand what people do 2.3. The survey as tool to measure what people say 2.4. Neuromarketing to capture what people feel: setting the scene (for chapter 3) 3. Neuromarketing to discover the small insights 3.1. Marketing and neuroscience 3.2. Consumer neuroscience and consumer theory 3.3. Applications of consumer neuroscience 3.4. Neuromarketing and branding 3.5. Research in consumer neuroscience VIII Defining, measuring and managing consumer experiences 3.6. Most common methods and devices used during a typical neuro- marketing experiment 3.6.1. Biometric indicators 3.7. How neuroscience can help marketing research 4. Managing consumer centricity (By Myriam Caratù) 4.1. From consumers to people 4.2. Towards an experience-oriented approach 4.2.1. Designing experiences 4.2.2. Managing the consumer experience 4.2.2.1. Physical stimuli 4.2.2.2. Digital stimuli 4.2.2.3. The effects of advertising 4.3. Measuring behavioural responses 4.4. Implementing customer experience management: setting the scene (for chapter 5) 5. Customer experience management (CEM). State-of-the-art and best practices 5.1. Introduction 5.2. Aims and methodology 5.3. Measuring CEM from the firm’s perspective 5.3.1. The four patterns model 5.3.2. The six pillars model 5.4. State-of-the-art of the CEM implementation 5.5. Case studies 5.5.1. The case of Mediolanum bank 5.5.2. The case of Paganella Top Experiences (PTE) 5.5.2.1. PTE strategic model 5.5.3. The case of Mediterranean Shipping Company (MSC) 5.5.3.1. The MSC endless consumer journey 5.6. Discussion Conclusions References

O autorze

Annarita Sorrentino is Assistant Professor of Management at the Department of Management and Quantitative Studies of University of Naples Parthenope, Italy.