Critical Success Factors on Implementation of Customer Experience Management (CEM) Through Extended Marketing Mix

  • A. ArineliEmail author
  • H. Quintella
Part of the Lecture Notes in Management and Industrial Engineering book series (LNMIE)


If Customer Experience Management (CEM) is a strategy to focus on operations and processes of a business around the experiences of the customers with the company, it is essential to seek grants to structure it. Through research with managers of retail chains Brazilian clothing, it was possible to identify the Critical Success Factor (CSF) and the relation between Extended Marketing Mix (EMM) and CEM. To promote superior customer experiences, CEM can be used as a guiding matrix management. Specific characteristics of the segment suggest that is crucial that each industry scan your own variables as a basis for CEM.


Brazilian fashion retail Customer experience management Extended marketing mix Retail management Critical success factor 


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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.Laboratório de TecnologiaGestão de Negócios e Meio Ambiente (LATEC) da Universidade Federal FluminenseNiterói-RJBrazil

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