顾客体验概念的溯源、界定和特性探析

阐述了随着体验经济时代的发展,我国研究顾客体验的重要意义;分析了目前顾客体验崛起的具体原因,指出了人们对顾客体验认识上的不足。针对这些认识上的不足,介绍了体验情境说、流体验说、体验二元说、体验双因素说和战略体验模块说等国外主要的研究理论。结合以上五个顾客体验理论,以顾客的视角从广义上对顾客体验的概念进行了界定;同时,通过对这个定义的分析,归纳了顾客体验的八个主要特性:主观性、异质性、互动性、价值性、感知性、动态性、整体性和情感性。

Retrospection, Definition and Characteristics of Customer Experiential Concept

To study customer experience is of increasing importance in China along with the development of experience economy age.The reasons of the explosion of interest in customer experience are analyzed.On the other hand,people don't understand fully and correctly customer experience.So,the five foreign theories about customer experience are described,i.e.,the experientially contextual,flow experience,experientially dualistic and experiential two-factor theories and the theory of strategic experiential modules.Based on them,the customer experiential concept is defined generally in view of customers.Then,according to the definition,a conclusion is drawn that eight main characteristics in customer experience are subjectivity,heterogeneity,interactivity,value,perception,dynamic,holisticity and emotion.