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Linking Customer Experience With The Extended Marketing Mix

Author

Listed:
  • SORIN-GEORGE TOMA

    (FACULTY OF BUSINESS AND ADMINISTRATION, UNIVERSITY OF BUCHAREST, BUCHAREST, ROMANIA)

  • STEFAN CATANA

    (FACULTY OF BUSINESS AND ADMINISTRATION, UNIVERSITY OF BUCHAREST, BUCHAREST, ROMANIA)

Abstract

Today’s worldwide tough hyper-competition and turbulent business environment represent two of the main factors that impose companies to design, implement and develop appropriate business strategies and models, and to use specific tools, techniques and methods in order to survive and grow. As an important factor of influence of the extended marketing mix, customer experience has proved to be a challenging topic of interest for both theoreticians and practitioners. The paper aims to briefly present and better understand the concept of customer experience within the extended marketing mix of business organizations. The methodological approach was based on a quantitative research method. The paper shows that customer experience constitutes a multidimensional and holistic concept. Also, it demonstrates that integrating customer experience in the extended marketing mix represents a key element that allows business organizations to establish enduring relationships with their consumers and face the competition.

Suggested Citation

  • Sorin-George Toma & Stefan Catana, 2021. "Linking Customer Experience With The Extended Marketing Mix," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 5, pages 105-109, October.
    • Handle: RePEc:cbu:jrnlec:y:2021:v:5:p:105-109
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    References listed on IDEAS

    as
    1. Sorin-George Toma & Stefan Catana, 2021. "Customer Experience: A Conceptual Overview," Manager Journal, Faculty of Business and Administration, University of Bucharest, vol. 33(1), pages 28-34, May.
    2. Professor Paul Marinescu & Sorin-George Toma, 2015. "Strategy and Change," Manager Journal, Faculty of Business and Administration, University of Bucharest, vol. 21(1), pages 145-150, May.
    3. Stefan Catana & Sorin-George Toma, 2021. "Marketing Mix in Healthcare Services," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 485-489, August.
    4. Magrath, A. J., 1986. "When marketing services, 4 Ps are not enough," Business Horizons, Elsevier, vol. 29(3), pages 44-50.
    5. Stefan Catana & Sorin-George Toma, 2021. "Marketing Mix And Corporate Social Responsability In Automotive Industry – Case Study: Mazda Motor Corporation," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 205-209, February.
    6. Muhammad Waqas & Zalfa Laili Binti Hamzah & Noor Akma Mohd Salleh, 2021. "Customer experience: a systematic literature review and consumer culture theory-based conceptualisation," Management Review Quarterly, Springer, vol. 71(1), pages 135-176, February.
    7. Sorin-George TOMA & Catalin GRADINARU, 2018. "The Marketing Mix In A Luxury Hotel Chain," Contemporary Economy Journal, Constantin Brancoveanu University, vol. 3(2), pages 84-90.
    8. Cãtãlin Grãdinaru & Sorin-George Toma & Paul Marinescu, 2016. "Marketing Mix in Services," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 311-314, July.
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    Cited by:

    1. Stefan-Alexandru Catana & Sorin-George Toma & Catalin Gradinaru, 2022. "Circular Economy Applied to the Automotive Industry," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 516-520, September.

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