How to attract visitors with strategic, value-based experience design: A review and analysis of customer experience and visitor segmentation research for cultural organizations
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
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in: Marketing ZFP - Journal of Research and Management , Jahrgang 34, Nr. 4, 2012, S. 301-315.
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
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TY - JOUR
T1 - How to attract visitors with strategic, value-based experience design
T2 - A review and analysis of customer experience and visitor segmentation research for cultural organizations
AU - Ober-Heilig, Nadine
AU - Bekmeier-Feuerhahn, Sigrid
AU - Sikkenga, Jörg
PY - 2012
Y1 - 2012
N2 - Experiential concepts, especially in terms of customer orientation, have become more and more important for cultural organisations to survive in the market. This paper reviews concepts of customer experience from different perspectives and brings them together in a framework of nine customer experience categories relevant for cultural organisations: convenience; new unexpected impressions; coherence; inner movement; active involvement of the visitor; learning & cognitive engagement; multi-dimensional appeal and personal and social interaction. As a next step we examine which of these nine customer experience categories meet the values and preferences of which visitor target group. The analysis shows that different visitor groups share lifestyle specific and key motivational experiential values. Based on this analysis we develop eight value categories: education, tranquillity, action, sociability, sensuality, personal development, convenience and emotion, which we strategically connect to the nine customer experience categories in our framework. The use of the framework can help cultural organisations to develop experiential strategies that meet the preferences of their various target audiences.
AB - Experiential concepts, especially in terms of customer orientation, have become more and more important for cultural organisations to survive in the market. This paper reviews concepts of customer experience from different perspectives and brings them together in a framework of nine customer experience categories relevant for cultural organisations: convenience; new unexpected impressions; coherence; inner movement; active involvement of the visitor; learning & cognitive engagement; multi-dimensional appeal and personal and social interaction. As a next step we examine which of these nine customer experience categories meet the values and preferences of which visitor target group. The analysis shows that different visitor groups share lifestyle specific and key motivational experiential values. Based on this analysis we develop eight value categories: education, tranquillity, action, sociability, sensuality, personal development, convenience and emotion, which we strategically connect to the nine customer experience categories in our framework. The use of the framework can help cultural organisations to develop experiential strategies that meet the preferences of their various target audiences.
KW - Cultural Distribution/Cultural Organization
U2 - 10.15358/0344-1369-2012-4-301
DO - 10.15358/0344-1369-2012-4-301
M3 - Journal articles
VL - 34
SP - 301
EP - 315
JO - Marketing ZFP - Journal of Research and Management
JF - Marketing ZFP - Journal of Research and Management
SN - 0344-1369
IS - 4
ER -