Submission Deadline: Mar. 29, 2015
Lead Guest Editor
Graduate School of Commerce, Waseda University,
Shinjuku-ku, Tokyo, Japan
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Here, we address the comprehensive experience related to consumption by customers; what we stress is not simple products and services but the customer experience, which is based on the situation in which the consumption occurs. The basic idea is rooted in the concept of the customer. It was Morris B. Holbrook who understood customers as “creatures of reason and sensibility;” he also said that “Customer consumption is often affected by emotional appeal” (Holbrook 1982).
Customer experience, in which the customer is recognized as a “creature of reason and sensibility” (Holbrook 1982), refers to the customer’s own experience in the situation of consumption of products and services. Bernd H. Schmitt classified into five values: SENSE (sensory), FEEL (emotional), THINK (cognitive), ACT (behavioral), and RELATE (relational) (Schmitt 1999).
Nowadays customer experience is a key word of management, marketing, and branding such as experiential marketing, brand experience, user experience, shopping experience, and so on.
The focus of this Special Issue spans applications of customer experiences to products, services, and branding.
1. Affective (Kansei) Engineering
2. Customer Experience
3. Emotional Branding
4. Emotional Design
5. Emotional Marketing
6. Experiential Branding
7. Experiential Management
8. Experiential Marketing
9. Shopping Experience
10. User Experience