市场营销 chapter 4.pdf

chapter 4 4 Customer Experience Customer Experience HUA YING University of International Business and Economics Customer Experience — Today’s Objectives  Objectives will be to:  Introduce and define the concept of customer experience  Explore the seven elements of customer experience  Examine the three stages of the customer-experience hierarchy  Discuss six broad goals in creating desirable customer experience  Explore how the stages of customer experience apply to eBay Chapter 4: Customer Experience  The Elements of Customer Experience  The Stages of Customer-Experience Hierarchy  Broad Goals in Designing Desirable Customer Experience  EBay’s Customer Experience  Conclusion Chapter 4: Customer Experience  The Elements of Customer Experience  The Stages of Customer Experience Hierarchy  Broad Goals in Designing Desirable Customer Experience  EBay’s Customer Experience  Conclusion Chapter 4: Customer Experience Customer Experience: A target customer’s perception and interpretation of all the stimuli encountered while interacting with a firm, from the initial look at the homepage through the purchase experience, including decisions such as whether to abandon a shopping cart. Seven Key Elements of Customer Experience  A certain level of functionality must exist in order for 1. The Objective Element a site to work; basic standards and expectations must be met  Relates to the individual’s unique perception of the 2. The Perception Element encounter with the firm  More tha