Defining, Measuring and Managing Consumer Experiences

This book provides a comprehensive overview of the challenges that marketing faces in understanding, managing, and measuring modern consumer behaviors and successfully managing the customer experience. It explores the changes in consumer behaviors, the limitations of traditional measurement approaches, and the importance of capturing small insights with neuromarketing metrics. A new three-point perspective on consumer behaviors is set out that combines behavior, declared, and perceived, acknowledging the complexity of consumer behaviors and the methodological bias derived from traditional techniques. The book is a valuable practical resource for marketing managers, entrepreneurs, and consultants who want to implement innovative strategies to manage the customer experience.

Format: Hardback
Length: 106 pages
Publication date: 01 October 2020
Publisher: Taylor & Francis Ltd

This comprehensive book delves into the intricate challenges that marketing encounters in comprehending, managing, and measuring the complex dynamics of modern consumer behaviors, as well as effectively overseeing the customer experience. By providing a deep understanding of consumer behavior approaches, the reader will gain a profound grasp of the theoretical and empirical complexities involved in studying customer experience management. Moreover, the book recognizes the emergence of the post-modern consumer, necessitating a departure from the purely rationalist perspective of traditional marketing and offering methodological guidance for firms and scholars seeking to measure cognitive, emotional, and behavioral consumer reactions.

In particular, the book explores the evolving nature of consumer behaviors, the limitations of traditional measurement techniques, and the significance of utilizing neuromarketing metrics to capture subtle insights. A novel three-dimensional perspective on consumer behaviors is introduced, encompassing behavior (what people do), declared (what people say), and perceived (what people feel). This approach acknowledges the multifaceted nature of consumer behaviors and the methodological biases associated with traditional techniques, such as surveys or big data analysis. It emphasizes the importance of adopting a holistic perspective to fully capture the diverse characteristics of consumer behavior.

The book engages in a theoretical debate regarding the definition, management, and measurement of customer behavior. It also examines measurement methodologies, a field that has received limited attention in other literature. Beyond addressing the scientific community, this book serves as a valuable practical resource for marketing managers, entrepreneurs, and consultants seeking to implement innovative strategies and enhance their understanding of consumer behavior in today's dynamic marketplace.

Weight: 326g
Dimension: 162 x 241 x 13 (mm)
ISBN-13: 9780367479374