Customer Experience Analysis

2094 Words9 Pages
Enhancement of customer experience and branded apps
Customer experiences occur in every stages of customer-brand relationship. As it is mentioned before enhancement of this relationship is vital for new marketing approach. Brands must use every touch points of customer experience to create better experience in order to have more loyal customers. Nowadays mobile devices are inseparable part of customers’ life and indisputably one of the most important parts of customer touch point to the brand.
In this section, common success factors of enhanced customer experience will be explained via different approaches of various academicians and practitioners and the applicability of these factors on branded apps as a mobile marketing tool will be discussed.
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Extended experiences and their utilitarian/hedonistic multi dimensional value proposition give wide perspective to the concept of customer values. Other value concepts in literature explain value proposition in some certain stages of the customer experiences. Value-in-exchange is perceived value of customer in transaction for a product (Zeithaml, 1988) and it occurs only in purchase experience stage. Value-in-possession is perceived customer value of having a product by private or by a member of a society (Richins, 1994) and it occurs in consumption experience stage. Last of all, Value-in-use is customer’s perceived value during the usage or consumption of a product (Woodruff, 1997) and it occurs in two stages such as purchase and consumption experience. On the other side, value proposition in anticipation and remembering stages of experience may not be sufficiently explained by previous approaches and according to holistic experience perspective, value should be provided in every stage of experience. Thus, in this study the concept of value will be used as perceived value of the customer in every stage in of his experience (Turnbull,…show more content…
Due to that distinction “play” is a strong consumer behavior motive and very common way sales promotion for most of the products and services (Grayson, 1999). Play value apps subsume under categories “games” and “entertainment” in platforms of mobile application providers and they are the most popular categories. For example the statistics of the most popular apps in apple store shows that game and entertainment based apps consist 27, 51% of the all most popular apps (Statista Inc., 2014). Thus, in this study games, entertainment elements such as music or videos and any other fun-related aspect of the branded apps usage will be considered as play
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