Browsing by Author "Woodside, Arch"

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    Customer experiences with brands: Literature review and research directions
    (Westburn Publishers Ltd, 2011) Rageh Ismail, Ahmed; Melewar, T.C.; Lim, Lynn; Woodside, Arch
    The concept of customer experience is evolving to an ever more imperative area of study within the marketing discipline. Despite its importance and the positive attention this concept is receiving in the literature, the explanation of customer experiences remains vague and a thorough theoretical foundation is lacking. This paper addresses this gap in the literature facilitating a brand-management understanding of the concept of customer experience and its antecedents and consequences. The paper examines the impact of customer experience on brand loyalty via a comprehensive review of existing literature on the concept of customer experience and service brand literature. In addition, twelve propositions describe and explain the antecedents of customer experience and impacts upon brand loyalty within a service-centred marketing logic. This paper contributes a novel customer-brand experience perspective and conceptual tools relevant for further theory development and for effectively managing customer-brand relationships.
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    Using netnography research method to reveal the underlying dimensions of the customer/tourist experience
    (Emerald Group Publishing Limited, 2013) Rageh Ismail, Ahmed; Melewar, T.C.; Woodside, Arch
    Purpose – The interest in customer experience has increased at a phenomenal rate. However, research to capture the true meaning of the concept is limited. Therefore, this study aims to address the question of what are the underlying dimensions that constitute the construct of customer experience. Design/methodology/approach – The netnography method is utilized to validate a priori concepts that have been identified in the literature within the tourist industry in Egypt. Findings – The results identified eight dimensions; comfort, educational, hedonic, novelty, recognition, relational, safety and beauty, which are consistent with major studies on experience. Research limitations/implications – The focus of the study was on customer reviews that were written in English and posted online. Therefore, care should be taken when interpreting these findings. Practical implications – This study attempted to gain a meaningful degree of understanding of customer experience construct. The results suggest a number of implications for service, marketing and brand managers. The knowledge of customer experience and the challenge of creating great customer experience are of utmost importance. Many marketers acknowledge the importance of customer experience, but they have very little knowledge of what the components are of customer experience.