Abstract
This study has selected sorts of comments about MI’s products from its customers’ as research objects, then we used the theory of Rooting to analyze those objects, and explored the Customer Experience Dimensions’ type, characteristics and the way to impact others. The results come as follows: First of all, the Customers Experience Dimensions are consisted of nine major categories defined as Value Perception Experience, Sensory Experience, Quality Assurance Experience, Parts Experience, Purchase Experience, Service Experience, Brand Comparison Experience, Compensating Experience, Brand Reliance Experience respectively. Secondly, we put these nine major categories above all to compare the conclusions with the previous research, then we analyzed and integrated them, and finally obtained seven major categories containing Purchasing Website, Product Rendering, Delivery Experience, Transaction Convenience, Safety and Security, Brand Reliance, Marketing Communications respectively. In addition, we have conducted a further investigation to draw three types about the Customer Experience named Function Experience, Purchasing and Service Experience, and Brand Experience. Last but not the least, this paper has definitely provided the basis theory of how does the Customer Experience affect the Brand Loyalty for future research, as well as guided a definite orientation.
Highlights
With the creation of MI and the rapid development of the recent six years, a lot of small brands have begun to rise in the field of mobile digital industry, follow the various models of MI
According to the comprehensive analysis of documents and the data collected by questionnaire, we find the elaboration about the customer experience dimension is not perfect
Chen Jian Xun thought customer experience should be divided by the level of warm when consumers were shopping
Summary
With the creation of MI and the rapid development of the recent six years, a lot of small brands have begun to rise in the field of mobile digital industry, follow the various models of MI. How to further improve the loyalty of MI users becomes increasingly important. According to the comprehensive analysis of documents and the data collected by questionnaire, we find the elaboration about the customer experience dimension is not perfect. The specific research on the customer experience dimensions has an important guiding significance for the enterprise
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