Defining Measuring And Managing Consumer Experiences
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Defining, Measuring and Managing Consumer Experiences
This book offers a comprehensive overview of the challenges that marketing faces in understanding, managing and measuring the dynamics of modern consumer behaviours and successfully managing the customer experience. The reader will gain a deeper knowledge of the approaches to consumer behaviour and learn about the theoretical and empirical challenges of studying customer experience management. It also considers the post-modern consumer, which requires a move beyond the purely rationalist perspective of traditional marketing and provides methodological support for firms and scholars who wish to measure cognitive, emotional and behavioural consumer reactions. More specifically, it explores the changes in consumer behaviours, the limitations of traditional measurement approaches and the importance of capturing small insights with neuromarketing metrics, with a chapter contributed by a leading expert. A new three-point perspective on consumer behaviours is set out that combines behaviour (what people do) with the declared (what people say) and the perceived (what people feel). This approach acknowledges the complexity of consumer behaviours and the methodological bias derived from the use of the traditional techniques (principally the survey) or from big data. Only a holistic perspective can capture the heterogeneous nature of consumer behaviour. The book thereby takes up the theoretical debate about the definition, management and measurement of customer behaviour. It also examines measurement methodologies, an area that has received little attention elsewhere. Besides addressing the scientific community in the field, the book will also be a valuable practical resource for marketing managers, entrepreneurs and consultants who want to implement innovative strategies to manage the customer experience.
Practical Frameworks for New-Age Digitalization Business Strategy
In today’s digital landscape, businesses must adopt forward-thinking strategies to remain competitive. New-age digitalization implements advanced technologies and integrates them into every aspect of business operations to drive innovation, agility, and customer-centric value. Practical frameworks like digital transformation plans, data-driven decision-making, and platform-based systems become essential tools for organizations navigating this shift. These frameworks provide structured approaches for leveraging emerging technologies, while aligning digital initiatives with strategic business goals. Further research may present new strategies for effective sustainability and scalability. Practical Frameworks for New-Age Digitalization Business Strategy explores digitalization and sustainability practices and their impact on businesses in terms of marketing and management strategies for market demand and sustainable growth. It examines new approaches to market adaptability in the age of digitalization and sustainability. This book covers topics such as cloud computing, data privacy, and management studies, and is a useful resource for business owners, computer engineers, managers, academicians, researchers, and data scientists.
Exploring Emotions in Customer Experience Research
Author: Małgorzata Budzanowska-Drzewiecka
language: en
Publisher: Edward Elgar Publishing
Release Date: 2025-07-15
This is an open access title available under the terms of a CC BY-NC-ND 4.0 License. It is free to read, download and share on Elgaronline, thanks to generous funding support from the Jagiellonian University in Kraków. This thought-provoking book examines the role of emotions in customer experience research. Małgorzata Budzanowska-Drzewiecka and Adrian Lubowiecki-Vikuk explore methods of capturing mixed emotional states throughout the consumer journey, covering core theoretical issues and providing much-needed practical guidance.