摘要：Recently, companies have apprehended the fact that customers want more than merelyproducts or services and have proceeded in providing value creation through customerexperiences. Experience marketing has emphasized the need to stimulate, entertain and affectconsumers at an emotional level in order to create the premises for an experience inconsumption. The repercussions for the experience marketing approach can range from brandadvocacy, word-of-mouth, to loyalty and motivation to buy such an experience. Therefore,companies need to manage these experiences and pay attention to the moments of truth thecustomer has with the organization in question.
关键词：experience marketing; customer experience; consumer behavior; customer;empowerment; value co-creation
