Marketing metrics in customer experience management

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F19%3APU133057" target="_blank" >RIV/00216305:26510/19:PU133057 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Marketing metrics in customer experience management

Original language description

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.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2019

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

Proceedings of the 34th International Business Information Management Association

ISBN

978-0-9998551-3-3

ISSN

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e-ISSN

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Number of pages

5

Pages from-to

11870-11874

Publisher name

Institute of Economic Research

Place of publication

Neuveden

Event location

Madrid, Spain

Event date

Nov 13, 2019

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

000561117206009