Customer Experience and Customer Engagement
Customer experience is replacing quality as the most important element in marketing. (Klaus & Maklan, 2013) Great customer experience will encourage customer engagement, which can be understood as a customer’s cognitive, emotional and behavioral interaction with a brand (Hollebeek, 2011). The high customer engagement is directly related to high customer satisfaction, strong customer loyalty and increased word-of-mouth behavior, which all in turn maintain companies’ sustainable competitive advantage and allow they charging higher prices and profit margins than competitors. As said Investment Weekly News (2012) quoted that consumers will pay for the extraordinary customer experience. This …show more content…
It also ties up the customer, Apple products and technicians together in a close relationship, which increase customer’s dependence on Apple. Apple promotes its products before releasing in a formal and almost academic speech by its CEO. The themes of different speeches have a same point that is Apple trying to make our life easier by using their technology. This kind of speeches convinces many people to believe that Apple is producing the user-friendly products with most advanced technology. Besides, Apple’s promotion of its CEO, some senior leader, and its history also raise customers’ emotional relation with Apple, like affection, admiration, trust, closeness and so on. Last but not least, Apple set a reasonable price for its products and service. For example, I joined AppleCare protection plan for 279 pounds. It is a large amount of money for protecting a computer, but I feel reasonable because after joining the plan, every time my MacBook has a problem, Apple can offer me helps just in time.
In Berry’s (2001) research, these five elements in terms of solving customers’ problem, treating customer with respect, save customers’ time, connect with customers’ emotion, and set the fairest prices build the pillar of customer experience. Sluis (2014) also pointed out that applying the principles of respect, credibility, and value are key to great customer experience. He also stated that great experience could practice responsible engagement. As Hogan