Chiara Gentile

Bio: Chiara Gentile is an academic researcher from Polytechnic University of Milan. The author has contributed to research in topics: Customer retention & Customer satisfaction. The author has an hindex of 2, co-authored 2 publications receiving 1357 citations.

Il Marketing Esperienziale come elemento incentivante all’instaurazione di rapporti di collaborazione lungo la supply-chain: un’indagine esplorativa nel contesto dei beni di lusso

Abstract: Sommario. Il presente articolo si inserisce nel filone della letteratura sul Marketing Esperienziale andando ad analizzare come la scelta di orientare la strategia di impresa alla Customer Experience possa influenzare le politiche di gestione dei rapporti lungo la supply-chain. In particolare lo studio di natura esplorativa analizza tramite alcuni casi rilevanti di imprese operanti nei settori dell’abbigliamento e degli accessori di lusso, il ruolo che le strategie di Marketing Esperienziale possono rivestire nel favorire l’instaurarsi di rapporti di collaborazione tra gli attori della supply-chain che rivestono diversi ruoli nella progettazione e implementazione di un’offerta commerciale experience-oriented. I risultati dell’analisi empirica svolta danno un contributo rilevante all’avanzamento delle teorie del filone di studi in cui la ricerca si inserisce.

Understanding Customer Experience Throughout the Customer Journey

Abstract: Understanding customer experience and the customer journey over time is critical for firms. Customers now interact with firms through myriad touch points in multiple channels and media, and customer experiences are more social in nature. These changes require firms to integrate multiple business functions, and even external partners, in creating and delivering positive customer experiences. In this article, the authors aim to develop a stronger understanding of customer experience and the customer journey in this era of increasingly complex customer behavior. To achieve this goal, they examine existing definitions and conceptualizations of customer experience as a construct and provide a historical perspective of the roots of customer experience within marketing. Next, they attempt to bring together what is currently known about customer experience, customer journeys, and customer experience management. Finally, they identify critical areas for future research on this important topic.

Customer experience quality: an exploration in business and consumer contexts using repertory grid technique

Abstract: This study proposes a conceptual model for customer experience quality and its impact on customer relationship outcomes. Customer experience is conceptualized as the customer’s subjective response to the holistic direct and indirect encounter with the firm, and customer experience quality as its perceived excellence or superiority. Using the repertory grid technique in 40 interviews in B2B and B2C contexts, the authors find that customer experience quality is judged with respect to its contribution to value-in-use, and hence propose that value-in-use mediates between experience quality and relationship outcomes. Experience quality includes evaluations not just of the firm’s products and services but also of peer-to-peer and complementary supplier encounters. In assessing experience quality in B2B contexts, customers place a greater emphasis on firm practices that focus on understanding and delivering value-in-use than is generally the case in B2C contexts. Implications for practitioners’ customer insight processes and future research directions are suggested.

Dimensions of Cruisers' Experiences, Satisfaction, and Intention to Recommend

Abstract: In the past decade, Pine and Gilmore set out the vision for a new economic era, the experience economy, in which consumers are in search for extraordinary and memorable experiences. Since then, a rich body of research on applications of the experience economy concepts have appeared in the marketing literature. However, academic investigations on the measurement of tourism experiences are very recent. The purpose of this article is twofold: to identify the underlying dimensions of cruisers’ experiences and to investigate the relationships among cruisers’ experiences, satisfaction, and intention to recommend. Overall, findings of this study enhance the theoretical progress on the experiential concept in tourism and offer important implications for cruise marketers.