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Die Gestaltung des Einkaufserlebnisses

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Die Treiber der Customer Experience

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Zusammenfassung

In diesem Kapitel wird auf die Grundlagen der Einkaufserlebnisforschung eingegangen. Zielsetzung hier ist es, ein möglichst umfassendes Verständnis der Treiber des Einkaufserlebnisses zu erlangen und dabei auf aktuelle Entwicklungen in der Gestaltung des Einkaufserlebnisses in der Praxis einzugehen.

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Notes

  1. 1.

    Bei Schmitt (1999) als Experiential Marketing bezeichnet.

  2. 2.

    Kim verweist hier auf frühe Beiträge der Einkaufserlebnisforschung, auf die im nächsten Abschnitt eingegangen wird: Hirschman und Holbrook (1982, S. 94 ff.); Hirschman (1984, S. 116 ff.).

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    Andreas Toth

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Toth, A. (2019). Die Gestaltung des Einkaufserlebnisses. In: Die Treiber der Customer Experience. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-23704-2_2

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