文章基本信息

标题：Integrating Approach to Build Customer Experiences: Lessons Learned from Mobile Customers in Ghana
本地全文：下载
作者：Michael Boakye Yiadom ; Madéle Tait
期刊名称：Journal of Economics and Behavioral Studies
电子版ISSN：2220-6140
出版年度：2021
卷号：13
期号：2
页码：34-44
DOI：10.22610/jebs.v13i2(J).3181
语种：English
出版社：International Foundation for Research and Development (IFRD)
摘要：Delivering a great customer experience is of paramount importance for any organization. The better experience customers have regarding the organization’s products, or brands, the more repeat purchases and positive reviews they will receive. This paper explores the mobile mix as an integrated approach to facilitate a positive customer experience. A total of 415 respondents were selected and completed the survey through stratification and convenient sampling from10 regions. The study adopted a positivistic paradigm and followed a quantitative research approach. The SPSS Amos 25 was utilized to analyze the collected data. The empirical results revealed that the mobile service mix has a significant positive influence and relationship with customer experiences. This paper provides relevant and practical recommendations that could increase positive customer experiences in the mobile industry.
关键词：Experiential marketing;Customer experience;Mobile mix;Experiential mix;Mobile network operators;Ghana