Doživljaj kupaca u marketingu - koncept i upravljanje

Abstract

Kompanije se danas susreću sa izazovima koji se odnose na interakciju s kupcima u različitim tačkama kontakta u multikanalnom okruženju. Ključni prioritet u takvoj situaciji je upravljanje svim tačkama kontakta kako bi se optimizovao doživljaj kupaca. U ovakvom kontekstu upravljanje doživljajem kupaca postaje prioritet velikog broja kompanija. Cilj ovog rada je da razjasni koncept doživljaja potrošača, približi ga akademskoj i stručnoj zajednici i kreira interes za ovaj relativno nov koncept. Rad predstavlja istorijski pregled literature u domenu doživljaja kupaca, detaljnu analizu koncepta doživljaja kupaca i modele upravljanja doživljajem kupaca.

Companies are nowadays faced with challenges regarding interaction with customers through various touchpoints in multichannel environment. Key priority in that situation is to manage all those touchpoints in such a way to optimize customer experience. In a context like this customer experience management is becoming a priority for a large number of companies. The aim of this paper is to clarify the concept of customer experience, bring it closer to the academic and practitioner community, and create interest for this relatively novel concept. Paper provides historical review of the literature in the domain of consumer experience, detailed analysis of customer experience concept, and present models of customer experience management.