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Over the last forty years, the field of customer experience has been the focus of considerable research, highly diverse perspectives, and numerous managerial applications. Hybrid contexts combining both brick-and-mortar and digital experiential contexts explain this to...
How can qualitative studies meet the challenges posed by new communications technologies and changes in consumer behaviour and attitudes? What is the impact of neuroscience research, the internet, social networks, emerging communities - of current and future scientific,...
Dimensions of experience as a key to successful experiential strategiesFirst discussed in the seminal articles by Holbrook and Hirschman, the experiential approach attempts to understand individuals’ reactions when they consume, with the idea that we seek to enjoy...
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