Academic journal article Canadian Social Science

The Construction of Service-Marketing System Based on Customers' Experience/CONSTRUCTION DU SYSTEME DE SERVICE-MARKETING BASE SUR L'EXPERIENCE DE LA CLIENTELE

Academic journal article Canadian Social Science

The Construction of Service-Marketing System Based on Customers' Experience/CONSTRUCTION DU SYSTEME DE SERVICE-MARKETING BASE SUR L'EXPERIENCE DE LA CLIENTELE

Article excerpt

Abstract:

The final purpose of construction of service-marketing system based on customers' experience is to help the enterprises supply a higher quality service and experiences to the customers so that it will improve the customer profitability and the benefits enterprises got will increase also. From the viewpoint of psychology, experience is a personal need. And it's a good or bad feeling in someone's conscience, when his emotion, physical strength, intelligence and spirit get to some extent. This paper with the starting point on the recognition about experience describes the experience types of consumers and discusses the construction of service-marketing system based on the consumer experience through analyzing the reasons for rising of experience consumption.

Key words: Customer experience, Experience, Service factor, Service marketing, Service system

Résumé: L'objectif final de la construction du système de service-marketing basé sur l'expérience de la clientèle est d'aider les entreprises à fournir un service de haute qualité et des expériences aux clients de sorte à améliorer la profitabilité de ceux-ci, et ainsi, à augmenter les bénéfices des entreprises. Du point de vue psychologique, l'expérience est un besoin personnel. Et c'est un bon ou mauvais sentiment dans la conscience de quelqu'un, quand ses émotion, force physique, intelligence et esprit atteignent un certain niveau. Cet article, à partir de la reconnaissance de l'expérience, décrit les types de l'expérience des consommateurs et discute la construction du système service-marketing basé sur l'expérience des clients en analysant les raisons de l'augmentation de la consommation d'expérience.

Mots-Clés: expérience du client, expérience, facteur de service, service-marketing, système de service

1. INTRODUCTION

According to the American scholars B.Joseph Pine II and James H. Gilmore, the times of experience-economy has come, and it will replace the service-experience. In brief, experience is internal reflection based on some stimulus. Any experience is the result of the interaction of someone's thinking and affairs. It is a psychological feeling, which exists in consumer's mind. The others can't feel it expect consumers.

The experience can't be sold as products and services with benefits directly, but it can meet the customers' emotional needs and impulse their motivations of buying products and services. Meanwhile, it can bring the companies benefits indirectly. Accordingly, it's necessary to discuss the construction of service-marketing system based on customers' experience from the types of customers' experience and experience.

2. THE REASONS FOR THE RISING OF EXPERIENCE

With the development of science-technology and the homogeneity of service, the consumers' needs call for the sharing of spirits and specific experience in the process of consumption more than before. The consumers not only pay more and more money and time on the entertainment but also have more sense in the process of shopping. The rising of experience consumption is mainly due to the following reasons:

A, The development of science-technology;

The development of modern science-technology makes the consumers get more and more new experiences such as interaction games, chatting on net and suppositional circumstances and so on. Specially, with the emergence and development of Internet, it not only supplies consumers the commutative and personal feeling, but also it offer them the ideal technology room to communicate with each other. In future, with the development of technology in every field, it will bring more convenient and special feeling to consumers.

B, The homogeneity of products and services;

With the competition is more and more severe, and the speed of information transferring is faster, the products and services are more homogeneous. The differences in products capability, security and reliability are less than before. …

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