体验营销对消费者心理的洞察外文文献翻译.docx
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体验营销对消费者心理的洞察外文文献翻译.docx
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体验营销对消费者心理的洞察外文文献翻译
文献信息:
文献标题:
ExperientialMarketing:
AnInsightintotheMindoftheConsumer(体验营销:
对消费者心理的洞察)
国外作者:
LadipoPatrickKunleAdeosun,RahimAjaoGaniyu
文献出处:
AsianJournalofBusinessandManagementSciences,2012,2,21-26
字数统计:
英文2578单词,14812字符;中文4287汉字
外文文献:
DiningExperientialMarketing:
AnInsightintotheMindoftheConsumer
AbstractExperientialMarketingistheprocessofengagingcustomerswithin-depthexperiencesoftheproductorabrand.Itcanalsobetermedasalivemarketingengagementwherethereisafacetofaceinteractionbetweentheconsumerandaproductorabrand.Itspurposeistoappealtotheemotionalsensesofthecustomersandtoinfluencetheirchoicedecision.Thispaperaimsatinvestigatingconsumer'sresponsetoretailexperientialmarketing.Asadescriptiveandexplanatorystudy,itestablishesaconnectionbetweenconsumerlifestyleandbehaviorinmodernretailingandhowitaffectscustomersatisfactionThepapersuggestsvariouscharacteristicsandspecificationsthataretailoutletshouldhaveinordertoappearmostappealingtotheconsumerandcreateanexperimentaltouchintheentireretailingprocess.
Keywords:
Shoppingexperience,customer,eventmarketing,experientialmarketing,customersatisfaction,emotionalattachment
1.INTRODUCTION
Inrecentyears,therehasbeenincreasedinterestinbuildingandenhancingcustomerexperienceamongresearchersandpractitioners.Companiesareshiftingtheirattentionandeffortsfrompremiumpricesorsuperiorqualitytomemorableexperiences.Also,thevaluecreatedbymemorableoruniquecustomerexperiencesandemotionsexertsignificantimpactonorganizationalperformanceintermsofcustomersatisfaction,retentionandloyalty.Experientialmarketingisthenewapproachwhichviewsmarketingasanexperienceandtreatsconsumptionlikeatotalexperiment,bytakingcognizanceoftherationalandemotionalaspectsofconsumptionusingeclecticmethods.
Weareintheeraof‘experienceeconomy’andthemainconcernandpreoccupationofproactiveorganizationishowtocreatetotalexperienceanduniquevaluesystemforcustomers,whichnecessitatetheneedtounderstandthelifeofcustomerfromperspectiveoftheirshoppingexperience.Experiencesisinherentinthemindofeveryone,andmayresultintophysical,emotional,andcognitiveactivitieswhichinvariablymaygeneratestrongfeelingsthatthecustomermighttakeaway.Experiencetendstocomefromtheinteractionofpersonalmindsandevents,andthusnotwoexperiencesmaybethesameinanyoccasion(Schmitt,1999).
Schmitt(2003)distinguishesbetweenfivetypesofexperiencethatmarketerscancreateforcustomerstoinclude;sensoryexperience(sense),affectiveexperience(feel),creativecognitiveexperience(think),physicalexperience,behaviorsandlifestyles(act),andsocial-identityexperience,allrelatingtoareferencegrouporculture(relate).Theauthorpositsthattheultimategoalofexperientialmarketingistocreateholisticexperiencethatseektointegratealltheseindividualtypesofexperiencesintototalcustomerexperience.
AccordingtoPineandGilmore(1999),economicdevelopmentisgeneratinganewanddynamiceraofexperiences,whichchallengethetraditionalsalesapproachfocusingonproductsalesandserviceoffering.Andinordertoenhanceconsumers'emotionalconnectionstothebrandandprovideapointofdifferentiationinacompetitiveoligopoly,retailershaveturnedtheirattentiontocreatingmemorableretailexperiences,whichtrytoappealtoconsumersatbothphysicalaswellaspsychologicallevels.
Theemergenceandspreadofshoppingmalls,supermarketsandhypermarketsinbothdevelopedanddevelopingcountries,heightenedcompetitionforconsumers’spendableordiscretionaryincomes.Therearethereforemorechoicesavailableforconsumersthaneverbefore.Insuchasituationretailersseekstodevelopbusinessstrategiesthatfocusoncreatingandmaintainingcustomers,byofferingcustomersadifferentiatedshoppingexperience.
Theterm"ExperientialMarketing"referstoactualcustomerexperiencewiththeproduct/servicethatdrivesalesandincreasebrandimageandawareness.Whendoneright,it'sthemostpowerfultechniquetowinbrandloyalty.Olorunniwoetal.,(2006)concludedthatcustomerexperienceisrelatedtobehavioralintentionsandconnectingtheaudiencewiththeauthenticnatureofthebrandisoneoftheprimegoalofexperientialmarketing.Thisisachievedthroughparticipationinpersonallyrelevant,credibleandmemorableencounters.
Shoppinghasbeenconsideredasearchprocesswhereshopperswouldliketoensurethattheymaketherightdecisions.Inaddition,theyalsointendtoderiveemotionalsatisfaction(Tauber,1972).Ithasbeenfoundthatahighlevelofbrandawarenessmaynottranslateintosales.Proactiveorganizationshouldco
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- 关 键 词:
- 体验 营销 消费者 心理 洞察 外文 文献 翻译