Research On Theories And Methods Of Customer Experience Management

Following the experience economy, the demand structure of consumers has been facing great changes. On the one hand, consumption level turns from function to experience; on the other hand, homogeneity trend of production and service has been impairing the feeling of consumers for personality and uniqueness little by little. In order to look after new benefit, businesses have to understand customers' demands again. It will be core issue paid attention to by theoretical and operational fields how they can supply customers with high values exceeding that contenders can supply. Undoubtedly, Customer Experience Management (CEM) can play the role.The dissertation aimed at study on Customer Experience Management, with study content comprising five parts:In the first part, the dissertation argues that customer experience is a concept with multi-level and multi-dimension, based on which hierarchical concept structure and a CEM framework with feasibility have been builded.In the second part, customer's experience demands have been identified based on current theories, and hierarchical model of customer experience themes and relation between customer experience themes and customer satifaction and loyalty have been given. In addition, an empirical research was discussed.In the third part, the forming process of brand experience and its value have been analysed, and a chain associating brand dissemination object with brand experience and brand dissemination methods given. Brand designing model driven by customer experience was provided.The fourth part is particurly for employees' competence driven by customer experience. An employee who specialized in designing and transferring experience for customers should possess allround competence, such as work motivation, customer service oriented, personal efficiency, and cognitive ability. An exploring research has been given, and employees' competence model driven by customer experience was buided.The last part, namely the fifth part, has paid attention to CEM information...