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Skorek Monika (University of Warsaw, Poland)
Attitudes of Polish Consumers Toward Experiential Marketing
Journal of Management and Business Administration. Central Europe, 2016, vol. 24, nr 4, s. 109-124, rys., tab., bibliogr. 31 poz.
Gospodarka doświadczeń, Zachowania konsumenta, Marketing doświadczeń
Experience economy, Consumer behaviour, Experience marketing
summ., This article was based on research conducted as part of a project funded by Narodowe Centrum Nauki (National Science Centre): decision number DEC-2012/05/B/HS4/04213
Purpose: The experience economy is a concept that can be defned as a new way of perceiving the market offer of an enterprise, focusing on the customer experience. Enterprises, both in the production and service industries, are becoming similar to one another on a massive scale, which makes it increasingly diffcult to stand out. The response to this can be to offer the consumer an unforgettable experience related to a product or service provided by a company.

Methodology: This study analysed the results of qualitative research on the attitudes and opinions of Polish consumers on experience marketing.

Results/fndings: The results showed that participants of the study were prepared to transition from the economy based on products or services to an economy based on experiences at a moderate level. They declared a willingness to participate in experiences offered by companies but at the same time focus on the cost and utility of them. (original abstract)
Full text
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