| Popis: |
As competition intensifies and goods and services become more and more commoditized, consumers increasingly look for experiential value in their consumption. Beyond the utilitarian function of a product, consumers seek to engage in memorable experiences. The experiential view requires orchestrating employee-training and information systems in a way that the service credo is in the heart of every employee. The brand needs to keep in touch with what customers- of all ages-, are looking for today. This paper will discuss the meaning of consumption experiences. We will then focus on the experiential aspects of consumption and, finally, on constructing experiences in a digital world. Overall, this article is intended to provide managerial guidance based on recent research findings on consumption experiences. |
