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Managing the customer experience: a beauty retailer deploys all tactics

Abstract : This paper aims to analyze the concept of customer experience in the marketing literature, identify its dimensions and applications in retail companies and integrate it with the concepts of touchpoints and consumer journey; some correlated concepts, such as customer delight and engagement, are also clarified, and an example of best practice customer experience management, using the beauty product company Sephora as a reference is provided.
Keywords : Retailing
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Article dans une revue
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https://hal-rennes-sb.archives-ouvertes.fr/hal-02057755
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Soumis le : mardi 5 mars 2019 - 15:44:11
Dernière modification le : samedi 6 août 2022 - 03:22:32

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Clara Koetz. Managing the customer experience: a beauty retailer deploys all tactics. Journal of Business Strategy, 2019, 40 (1), pp.10-17. ⟨10.1108/JBS-09-2017-0139⟩. ⟨hal-02057755⟩

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