Marketing metrics in customer experience management

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Marketing metrics in customer experience management

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Marketing metrics in customer experience management

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2019

Kód důvěrnosti údajů

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

Název statě ve sborníku

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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Počet stran výsledku

5

Strana od-do

11870-11874

Název nakladatele

Institute of Economic Research

Místo vydání

Neuveden

Místo konání akce

Madrid, Spain

Datum konání akce

13. 11. 2019

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000561117206009