КЛИЕНТСКО ПРЕЖИВЯВАНЕ С БРАНДА – КЛЮЧОВИ ФАКТОРИ ЗА УСПЕШНО ПРОЕКТИРАНЕ И ПРИЛАГАНЕ НА КОНЦЕПЦИЯТА В УСЛУГИТЕ
CUSTOMER EXPERIENCE (CX) WITH THE BRAND: KEY FACTORS FOR SUCCESS IN DESIGNING AND CONCEPT IMPLEMENTING IN SERVICES

Summary/Abstract: The customer experience concept is getting more and more popular in academic research and literature but in applied literature as well. The amount of papers and books is increasing but the concept is still not applied in many businesses’ marketing strategies and programs. The aims of this paper are: 1/ To make a review of the various concepts for customer experience and its dimensions; 2/ Тo discuss кey factors for designing and implementing successfully the customer experience concept and 3/ To present opportunities for modifying and adapting a popular instrument for identifying and assessing quality gaps and implementing it in the services sector in order to assess the customer experience gaps. The paper contains some conclusions and expectations for future developments in the customer experience practices.

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