LINKING CUSTOMER EXPERIENCE WITH THE EXTENDED MARKETING MIX

Abstract

Today’s worldwide tough hyper-competition and turbulent business environment represent two of the main factors that impose companies to design, implement and develop appropriate business strategies and models, and to use specific tools, techniques and methods in order to survive and grow. As an important factor of influence of the extended marketing mix, customer experience has proved to be a challenging topic of interest for both theoreticians and practitioners. The paper aims to briefly present and better understand the concept of customer experience within the extended marketing mix of business organizations. The methodological approach was based on a quantitative research method. The paper shows that customer experience constitutes a multidimensional and holistic concept. Also, it demonstrates that integrating customer experience in the extended marketing mix represents a key element that allows business organizations to establish enduring relationships with their consumers and face the competition.

Keywords

• customer experience
• extended marketing mix
• business organization