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CEMenting Growth: Customer Experience Management as a driver of Growth
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2016 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: The purpose of this study is the purpose of this study is to gain a more in-depth understanding of customer experience management and how it enables growth within an organization.

Background: Customer Experience Management has been described as a process where the entire experience of a customer with a product/service and a company is strategically managed. It has been highlighted as a key area for organisations to focus on, yet, CEM is continuously being researched both by researchers and business practitioners as there is still a vague understanding on the topic. Nonetheless, CEM has been displayed as a successful process, however, very little research has gone into showing that it could enable organizational growth.

Place, publisher, year, edition, pages
2016. , 83 p.
Keyword [en]
Customer Experience Management, Customer Experience, Customer Loyalty, Customer base, Competition, Competitive Advantage, Growth, Growth Strategy
National Category
Business Administration
URN: urn:nbn:se:hh:diva-31490OAI: diva2:944938
Subject / course
International Marketing
Available from: 2016-07-01 Created: 2016-06-30 Last updated: 2016-07-01Bibliographically approved

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