Prethodno priopćenje
https://doi.org/10.17818/EMIP/2022/2.9
CREATION AND ANALYSIS OF CUSTOMER EXPERIENCE IN THE REPUBLIC OF CROATIA
Ozren Rafajac
orcid.org/0000-0001-6157-863X
; Veleučilište u Rijeci
Sažetak
Customer experience management involves analysing and shaping customer interaction with a product and brand to improve sales, organizational image, and customer loyalty. This paper analyses how business organizations in the Republic of Croatia collect customer data and which customer experiences they most often create. For the empirical research an online questionnaire was applied with 16 questions that were fully answered by 54 (N) business organizations from the Republic of Croatia. Interestingly, 38.9% of surveyed organizations do not collect any customer data, while only 46.3% of surveyed organizations allow customers to evaluate their products and services. The analysis identified a positive statistically significant correlation between perceived user experience improvement and perceived customer loyalty, (τb = .335, p = .005). Business organizations included in the research only sometimes or rarely create educational and aesthetic experiences, and very rarely or never entertainment and escapist experiences. This paper is intended for business owners and managers who seek to improve sales, organizational image and customer loyalty.
Ključne riječi
experience economy; customer experience; marketing; loyalty; management
Hrčak ID:
287325
URI
Datum izdavanja:
16.12.2022.
Posjeta: 734 *