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Research papers

Why shift to customer experience measurement seated in brand values rather than process delivery?

In a market place where achieving competitive advantage through product differentiation alone is seen as only part of the equation, the creation of a unique customer experience is seen as the new battleground.The question is how does one capture,...

Catalogue: ESOMAR Conference on Automotive Marketing 2004
Authors: Gavin Winter, Duncan Sands
Company: Maritz Research
March 1, 2004
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Citation

Winter and Sands (2004a, March 01). Why shift to customer experience measurement seated in brand values rather than process delivery?. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/why-shift-to-customer-experience-measurement-seated-in-brand-values-rather-than-process-delivery-