Vol. 6 No. 3 (2016): vol 6, Iss 3, 2016

Building customer loyalty through customer experience management

Kavitha S
Associate Professor GRG School of Management Studies P.S.G.R. Krishnammal College for women Coimbatore
Haritha P
Ph.D Research scholar, P.S.G.R. Krishnammal College for women,Coimbatore
Published December 31, 2016
  • Customer Experience, Customer Loyalty, CEM.
How to Cite
S, K., & P, H. (2016). Building customer loyalty through customer experience management. Journal of Management and Science, 6(3), 288-294. https://doi.org/10.26524/jms.2016.28


Customers are more demanding than ever. Creating superior customer experience is crucial in gaining competitive advantage in any business environment.Companies need to have a well-defined customer experience management strategy to determine a place in the competitive world. Customer Experience Management has gained importance in recent years. As companies are faced with the issues like decreasing customer loyalty, reduced scope of differentiation through product features, and with increasing costs of customer acquisition, it has become immensely important for companies to practice experience based differentiation in every stage of customer interaction. This paper focuses on the various aspects that impact customer experience and its impact on customer loyalty.


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