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BUSINESS INFORM №7-2015

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ABSTRACTS AND INFORMATION ABOUT AUTHORS

48

Section: Management and Marketing
UDC 338.242
Gron O. V.
Consumer Experience as a Competitive Advantage under Contemporary Conditions (p. 305 - 310)

The article is aimed to explore the experience of consumers as the basis for creation of competitive advantage of enterprise by ensuring long-term customer loyalty; to analyze methods for evaluating consumer experience based on the exploration of possible behaviors of consumers. During analyzing, systematizing and generalizing the scientific publications by scientists and recommendations by practitioners, the concept of «experience of consumers» and specificity of its use have been considered, views of researchers on the definition of «consumer experience» have been systematized. The study identified the relationship of customer satisfaction with the experience gained in the process of interaction with the company, which is necessary to take into account for ensuring the long-term customer loyalty. It has been determined that the discussed methods of analysis and assessment of consumer experience, based on the exploration of possible behaviors of consumers, should assist enterprises in considering the current challenges and result in better approach to form the customer experience in the future. Prospect of further research in this area is the development of tools to form consumer experience and its management, taking into account specifics of domestic enterprises.
Keywords: experience, consumers, impressions, engagement, loyalty, satisfaction
Fig.: 1. Tabl.: 1. Bibl.: 19.

Gron Oleksandra V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of International Economic Relations, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Gron, Oleksandra V. (2015) “Consumer Experience as a Competitive Advantage under Contemporary Conditions.” Business Inform 7:305–310.


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