Ο ρόλος της εμπειρίας του πελάτη στην ανάπτυξη πωλήσεων : μελέτη περίπτωσης ΑΤΤΙΚΑ Πολυκαταστήματα Α.Ε.
Αντωνάτου, Άννα Μαρία
The intonation recession, the ever changing and competitive environment, the commercialization and saturation have led businesses to adopt new methods of attracting and servicing. At the same time, given their lower purchasing power, customers have become more sophisticated and demanding, due to the fact, a product is not always enough. Creating positive experience and the emotional connection between the client and the brand, is now the key to a satisfied and loyal customer base. For this reason the main purpose of this study is the managing of the customer experience (CEM), which is very important for the development and sustainability of enterprises, that leads into loyal and dedicated customers. In the first stage performed a literature review about the customer experience and concept that approach. The second part deals with the empirical research conducted to determine the size of the consumer experience when visiting ATTICA STORE S.A. In the last two chapters we analyze the results and identified any problems encountered during the preparation of the work questioner from sufficient statistical sample of enterprise customers being studied. The aim of this study was to examine the customers experience though the degree of satisfaction when visiting ATTICA STORES. This follows by examining the different parameters that affect customers satisfaction and exploring their behavior.