Summary
Contents
Subject index
In this exciting new book the authors explore the factors of relationship marketing in its contemporary context, with the consumer in mind. From the experience of a football club supporter to experiences of gap year travel, to text messaging behavior, and to using the library, the focus of this text is on the consumer perspective. From this angle, issues of relationship marketing, and its management, take on a new and exciting bearing. Topics examined include: frameworks for analyzing the consumer experience; consumer communities; issues of customer loyalty; the impact of ICT on relationship marketing; and the creative consumer.
Communities within ‘Experiential Networks’
Communities within ‘Experiential Networks’
Learning Objectives
- To understand the concept of ‘community’ in a customer experience context, introducing the concept of ‘experiential networks’.
- To identify different types of communities, using the distinction between territorial and non-territorial experience networks.
Introduction: The Importance of Networks
In Part II so far, we have considered consumers primarily as individuals. However, we have alluded on various occasions to the social and other networks that these individual consumers may be members of, and as a consequence, consumers may act collectively with others that they feel some affinity with, in order to co-create value and/or experience in some way. For example, in Chapter 6 we looked at the use and integration of various operant resources by individual consumers, using the example of the ...
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