Towards the ‘perfect’ customer experience

  title={Towards the ‘perfect’ customer experience},
  author={Pennie Frow and Adrian F.T. Payne},
  journal={Journal of Brand Management},
The aim of customer experience management is to enhance relationships with customers and build customer loyalty. Research suggests, however, that service quality and customer satisfaction may actually be declining as customers often receive service and quality that falls well below their expectations. This paper examines the concept of customer experience and considers how an ‘outstanding’ or ‘perfect’ customer experience might be achieved at an affordable cost. Case studies from two leading… Expand
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