哈尔滨理工大学学士学位论文 致谢
在本次论文写作过程中非常感谢我敬爱的导师，她热情的帮助使我受益匪浅。真是她不厌其烦的指导，字斟句酌的修改和她提供的许多宝贵建议，本文才得以完成。本文从初稿到最终完成，其中几易其稿，每一次修改都是在张老师的指导下完成的，她的建议往往一针见血，处处闪烁着真知灼见，鞭策着我不断思考、不断探索，不敢有丝毫懈怠。
其次要感谢四年来关心和支持我的老师和同学，他们的帮助解除了许多思想和学业上的疑惑，使我的学识有了巨大的进步，也使得我四年的大学生活如沐春风。
由于本人知识水平有限，文章尚有不足之处，恳请各位参与我论文评审与答辩的老师给我提出宝贵的意见，也非常感谢诸位老师给我一个检验大学四年学习成果的机会，谢谢你们，辛苦了。
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哈尔滨理工大学学士学位论文 参考文献
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哈尔滨理工大学学士学位论文 附录A
In recent years, there has been increased interest in building and enhancing customer experience among researchers and practitioners. Companies are shifting their attention and efforts from premium prices or superior quality to memorable experiences. Also, the value created by memorable or unique customer experiences and emotions exert significant impact on organizational performance in terms of customer satisfaction, retention and loyalty. Experiential marketing is the new approach which views marketing as an experience and treats consumption like a total experiment, by taking cognizance of the rational and emotional aspects of consumption using eclectic methods.
We are in the era of ?experience economy? and the main concern and preoccupation of proactive organization is how to create total experience and unique value system for customers, which necessitate the need to understand the life of customer from perspective of their shopping experience. Experiences is inherent in the mind of everyone, and may result into physical, emotional, and cognitive activities which invariably may generate strong feelings that the customer might take away. Experience tends to come from the interaction of personal minds and events, and thus no two experiences may be the same in any occasion (Schmitt, 1999).
Schmitt (2003) distinguishes between five types of experience that marketers can create for customers to include; sensory experience (sense), affective experience (feel), creative cognitive experience (think), physical experience, behaviors and lifestyles (act), and socialidentity experience, all relating to a reference group or culture (relate). The author posits that the ultimate goal of experiential marketing is to create holistic experience that seek to integrate all these individual types of experiences into total customer experience.
According to Pine and Gilmore (1999), economic development is generating a new and dynamic era of experiences, which challenge the traditional sales approach focusing on product sales and service offering. And in order to enhance consumers' emotional connections to the brand and provide a point of differentiation in a competitive oligopoly, retailers have turned their attention to creating memorable retail experiences, which try to appeal to consumers at both physical as well as psychological levels.
The emergence and spread of shopping malls, supermarkets and
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哈尔滨理工大学学士学位论文 hypermarkets in both developed and developing countries, heightened competition for consumers? spendable or discretionary incomes. There are therefore more choices available for consumers than ever before. In such a situation retailers seeks to develop business strategies that focus on creating and maintaining customers, by offering customers a differentiated shopping experience.
The term \Marketing\refers to actual customer experience with the product/service that drive sales and increase brand image and awareness. When done right, it's the most powerful technique to win brand loyalty. Olorunniwo et al., (2006) concluded that customer experience is related to behavioral intentions and connecting the audience with the authentic nature of the brand is one of the prime goal of experiential marketing. This is achieved through participation in personally relevant, credible and memorable encounters.
Shopping has been considered a search process where shoppers would like to ensure that they make the right decisions. In addition, they also intend to derive emotional satisfaction (Tauber, 1972). It has been found that a high level of brand awareness may not translate into sales. Proactive organization should consider every visit of the shopper as a distinct encounter and a moment of truth. Unless the interaction is satisfactory, the next visit may not guaranteed. Therefore, if the store does not provide a compelling reason for a repeat patronage, the amount of purchase per visit may likely decline (Zeithaml, 1998).
The concept of experiential marketing appears to have resonated with practitioners and academicians alike. However, research work on customer experience appears to be in its infancy, compared to other service related topics such as service quality and loyalty. Furthermore, customer experience as a concept is considered by some practitioners as applicable and relevant to entertainment industry (Zomerdijk and Voss, 2010). However, in view of the dynamic nature of consumer behavior, whatever the service (or product) a customer is buying or receiving, the customer will have an experience; good, bad or indifferent. In other word, exchange of goods or services always comes with an experience (Carbone and Haecke, 1994) whilst shopping encounters for instance, even for a mundane product or service provide an opportunity for emotional engagement (Berry and Carbone, 2007)
The growing significance of experiential marketing has resulted into diverse and fascinating study on the concept (e.g. Csikzentmihalyi, 1997; Schmitt 1999; Pine and Gilmore 1999; Holbrook, 2000; Arnould et al., 2002; Caru and Cova, 2003 to mention a few). However, the dynamics of
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