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Technology-Enabled Experiential Marketing: Promotional Strategies Towards New Service Opportunities

Technology-Enabled Experiential Marketing: Promotional Strategies Towards New Service Opportunities
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Author(s): Thorben Haenel (Tongji University, China), Wilhelm Loibl (University of Chester, UK)and Hui Wang (Birmingham City University, UK)
Copyright: 2018
Pages: 20
Source title: Smart Technologies: Breakthroughs in Research and Practice
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-2589-9.ch009

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Abstract

In recent years, there has been an increased interest from both academia and practitioners in the topic of customer experience. Companies nowadays are transforming their attention and endeavour to focus on memorable or customer experiences rather than premium prices or superior quality of products and services. Importantly, the value generated by unique customer experiences has a significant impact upon business performance in terms of customer commitment and customer loyalty. Along with the rapid and continuous development of ICT, the travel experience is no longer limited to services encounters on-site but is extended and dynamically created in both physical and virtual experience spaces. With the continuous proliferation of smart technology, travel industry has seen a radical transformation from product and service orientation to a customer-experience driven approach.

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