According to customer experience literature, customer immersion, which is one of the key concepts of customer experience, must be increased by reduce the distance between consumers and products. Our point is that this principle cannot be used as an assumption in every single context, but it needs further inquire. To exploit the strategies of managing the level of customer’s immersion, we report the results of an ethnographic research carried out in two bookshops during Christmas time. Our results indicate that the two bookshops adopt different strategies to manage that distance: reducing it is an option, but not the only one.
Addis, M., Sala, G. (2005). Managing Customer’s Immersion in Buying Hedonic Products. An Ethnographic Research in Two Bookshops during Christmas Time. In Rejuvenating Marketing: Contamination, innovation, integration, 34th European Marketing Academy Conference.
Managing Customer’s Immersion in Buying Hedonic Products. An Ethnographic Research in Two Bookshops during Christmas Time
ADDIS, MICHELA;
2005-01-01
Abstract
According to customer experience literature, customer immersion, which is one of the key concepts of customer experience, must be increased by reduce the distance between consumers and products. Our point is that this principle cannot be used as an assumption in every single context, but it needs further inquire. To exploit the strategies of managing the level of customer’s immersion, we report the results of an ethnographic research carried out in two bookshops during Christmas time. Our results indicate that the two bookshops adopt different strategies to manage that distance: reducing it is an option, but not the only one.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
