Detail publikace

Marketing metrics in customer experience management

MACHALA, J.

Originální název

Marketing metrics in customer experience management

Typ

článek ve sborníku ve WoS nebo Scopus

Jazyk

angličtina

Originální abstrakt

Research background: Customer experience management is a new marketing direction that will allow companies to differentiate themselves and gain a competi-tive advantage. The core ability of companies adopting the customer experience management approach is to be able to understand customers’ perceptions of their business that is often significantly different from the conventional company’s view. It is important for companies to be able to understand customer needs and manage customer experience. Purpose of the article: The aim of this article is to analyze marketing metrics and performance measures, including measuring marketing performance in new ways and evaluating marketing accountability and also in detail determine which of them are usable in analyzing and managing customer experience. Another goal is create and present an organizing framework to help retailers and researchers un-derstand and develop customer experience management strategies. Methods: Extensive secondary research of the several hundreds of research arti-cles from years 2010–2018 indexed in Web of Science database. Content analyze of these articles. Findings & Value added: This article finds metrics to help marketers’ initiatives in increasing firm performance based on their marketing effectiveness and their abil-ity to develop marketing strategies and determines the metrics to use for managing customer experience.

Klíčová slova

customer experience, marketing metrics, customer journey, experiential marketing

Autoři

MACHALA, J.

Vydáno

14. 11. 2019

Nakladatel

Institute of Economic Research

ISBN

978-0-9998551-3-3

Kniha

Proceedings of the 34th International Business Information Management Association

Strany od

11870

Strany do

11874

Strany počet

5

BibTex

@inproceedings{BUT158211,
  author="Jan {Machala}",
  title="Marketing metrics in customer experience management",
  booktitle="Proceedings of the 34th International Business Information Management Association",
  year="2019",
  pages="11870--11874",
  publisher="Institute of Economic Research",
  isbn="978-0-9998551-3-3"
}