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Title: A netnography study on branded customer experience: Evidence from the red sea
Authors: Ismail, AR
Melewar, TC
Lim, L
Keywords: Customer experience;Message;Netnography;Experiential service brand
Issue Date: 2009
Publisher: EABR'09
Citation: Proceedings of the The 2009 European Applied Business Research Conference (EABR), Clute Institute for Academic Research, Prague, Czech Republic,7-11 June 2009
Abstract: This study addresses the question of what are the underlying dimensions and messages to self and others that constitute the construct of customer experience. The study uses a netnography method to validate or refute and extend a priori concepts that the literature identifies within the context of resort-hotel brands in a Sharm El Sheikh resort in Egypt. The results identify eight dimensions (comfort, educational, hedonic, novelty, recognition, relational, safety and sense of beauty) and unique configurations of these eight dimensions that extend prior research on customer experience.
Appears in Collections:Marketing
Brunel Business School Research Papers

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