摘要
随着体验经济时代的来临,顾客体验受到了理论界和企业界的重视,相关的研究也较多,但是比较零散。通过对相关文献收集、回顾、梳理,对国内外学者有关顾客体验概念、维度和应用研究进行了比较分析。结合我国国情,指出顾客体验研究的未来方向:一是基于我国消费者新特征的顾客体验研究,二是顾客体验的测量研究;三是以顾客体验作为企业品牌资产提升和竞争力提高的切入点的应用研究。
Along with the coming of experiential economy, customer experience is paid much more attention by scholars and enterprisers. The research outcomes are abundant, but every research is divided. Then, a comparative study is made based on the literature reviews of presented research outcomes on the conception, dimensions of customer experience and applied research. According to the Chinese fact, there are three further research directions of customer experience ： the research based on the new characteristics of Chinese consumers ; the measurement research of customer experience ; the applied research on development of brand equity and promotion of competitive power from the perspective of customer experience.
出处
《商业研究》
CSSCI
北大核心
2010年第2期31-35,共5页
Commercial Research
关键词
顾客体验
梳理
测量
品牌资产
customer experience
pectination
measurement
brand equity
