Zusammenfassung
Customer experience has emerged as the leading arena for competition, being suggested as the main path to the development of competitive advantages in the global market (Gentile et al. 2007). As the notion that the experience is the brand has grown, Service Design has attracted attention for its ability to design superior customer experiences. Yet, little has been said about the role the brand plays in the Service Design process, and in the management of the customer experience.
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Alves da Motta Filho, M. (2020). Addressing the Gap Between Brand Strategy and Service Design: Developing and Communicating the Brand Experience Proposition. In: Schmidt, H., Baumgarth, C. (eds) Forum Markenforschung 2018. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-29127-3_5
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