The role of customer experience management in the purchase decision process
Abramov, Mark (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021060213476
https://urn.fi/URN:NBN:fi:amk-2021060213476
Tiivistelmä
The purpose of this research was to explore the concept of customer experience management and identify the effects it has on customer loyalty, customer satisfaction, and purchase behaviour. In research, the impact of customer experience management on these variables is not well understood and this study aims to fill in the gaps and explore the topic in more detail.
The study was conducted solely based on secondary data, which was collected from books, reports, journals, and other academic references.
Results of this research showed that customer experience management can impact purchasing behaviour both directly and indirectly. Customers who participate in experiences are more likely to make purchasing decisions. The results also showed that there is a connection between customer experience management, customer satisfaction, and customer loyalty. Organizations that can provide complete experiences across all touchpoints can yield great results in form of customer satisfaction and customer loyalty.
The biggest challenge is understanding customer emotions and states of mind. Acquiring this information for customer experience management processes requires data collection and big investments. Some customers might react to experiences in a different way than others and therefore, it is important to identify the target audience and design the marketing mixes accordingly.
The study was conducted solely based on secondary data, which was collected from books, reports, journals, and other academic references.
Results of this research showed that customer experience management can impact purchasing behaviour both directly and indirectly. Customers who participate in experiences are more likely to make purchasing decisions. The results also showed that there is a connection between customer experience management, customer satisfaction, and customer loyalty. Organizations that can provide complete experiences across all touchpoints can yield great results in form of customer satisfaction and customer loyalty.
The biggest challenge is understanding customer emotions and states of mind. Acquiring this information for customer experience management processes requires data collection and big investments. Some customers might react to experiences in a different way than others and therefore, it is important to identify the target audience and design the marketing mixes accordingly.