顾客体验的特点与过程  

The Characteristics and Process of Customer Experience

作　　者：于洪彦[1] Yu Hong-yan(Xinhua College, Sun Yet-Sen University, Guangzhou 510520, China)

机构地区：[1]中山大学新华学院,广东广州510520

出　　处：《税务与经济》2017年第6期1-7,共7页Taxation and Economy

基　　金：国家自然科学基金面上项目"基于价值共创与顾客旅程的在线品牌社区顾客互动;顾客体验及社区绩效机制研究"(项目编号:71772183);教育部基金项目"基于‘互联网+’的商业集聚对消费者的吸引力:演变过程与作用机制的实证研究"(项目编号:16YJCZH119)

摘　　要：顾客体验的理论与实务已经面世多年,但是关于顾客体验的定义、维度、理论基础等都还处于争论之中。顾客体验是顾客与一组市场角色之间的直接与间接的互动而体现的顾客对企业所提供的产品或服务的认知、情感、行为、知觉和社会的反应。顾客体验来自于互动,具有唯一性、多维性和整体性,情境因素会显著地影响顾客体验。基于消费目标,一个个体消费者通常会有多种选择以达到期望的最终状态。当目标确定、选择决定后,顾客体验、顾客融入和顾客价值就开始互相联接,形成一个循环过程。顾客体验过程包括预期体验、实现体验和评价体验三个阶段。清楚地理解顾客体验的特征及过程,对于管理者构建顾客体验管理框架具有一定的现实意义。The theory and practice of customer experience has been introduced for many years, but the defini- tion, dimension and theoretical basis of customer experience are still in dispute. The customer experience is a re- sponse that customers have to the perception, emotion, behavior, consciousness and society of products and serv- ices provided by the companies when customers and a group of market roles interact directly and indirectly. The customer experience comes from the interaction. It is unique, multidimensional and holistic. The situational fac- tors will have a significant effect on the customer experience. Based on the consumption target, an individual consumer usually has a variety of options to achieve the final goal that he desires. When the goal is determined and the decision is made, the customer experience, customer integration and customer value begin to be inter- connected to form a cycle. There are three stages in customer experience： the expected experience, the experi- ence and the evaluation experience. It is significant for managers to clearly understand the characteristics and processes of customer exoerience and build ctlstornar ern~,rionoo t f~ I.

关 键 词：顾客体验 顾客价值 顾客融入 顾客体验管理 

分 类 号：F713.55[经济管理—市场营销]