EAN: 9783658116729

SERVICE FASCINATION - CHRISTIAN ZAGEL KARTONIER...

Christian Zagel presents a new way of innovating  measuring  and improving self-service systems
for retail environments in the context of Customer Experience Management. He shows that
technology is used to evoke positive emotions during the shopping experience to not only
satisfy the consumer  but also to stimulate fascination for brands and their products. The
author's findings illustrate that a customer's experience with a brand is not only determined
by the products themselves  but rather by a combination of multiple experiences. Whilst there
has been a notable rise in the number of sales channels  the ability to differentiate from
competitors is still strongest where the brands have most influence: The physical point of
sale.

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