Affordable Luxury Sports Cars in Germany : Investigating the Determinants of Customer Experience
- The article discusses the factors affecting the customer experience when buying affordable luxury sports cars in Germany by identifying differences between first-time and experienced buyers. It emphasizes the need for the creation of two different customer journeys based on different customer experience clusters, a touchpoint analysis from the customer perspective identified differences in purchase stages, and staff behaviour and brand trust for customer satisfaction and brand identification.
| Author of HS Reutlingen | Schmäh, Marco; Weidemann, Christina |
|---|---|
| ISSN: | 1865-6544 |
| Erschienen in: | Marketing Review St. Gallen |
| Publisher: | Universität St. Gallen |
| Place of publication: | St. Gallen |
| Document Type: | Journal article |
| Language: | English |
| Publication year: | 2022 |
| Volume: | 39 |
| Issue: | 5 |
| Page Number: | 8 |
| First Page: | 62 |
| Last Page: | 69 |
| PPN: | Im Katalog der Hochschule Reutlingen ansehen |
| DDC classes: | 650 Management |
| Open access?: | Nein |
