Industrial Engineering and Management
Vol. 39 No. 08 (2024): Proceedings of Faculty of Technical Sciences
MEASUREMENT OF CUSTOMER EXPERIENCE IN FUNCTION OF BRAND MANAGEMENT
Abstract
In this paper will be presented how important is for companies to focus on customers and build long-term relationships with them. The theoretical part deals with conceptual determination of the brand, customer relationship management and a customer-centric approach. In the empirical part, the method of measuring the satisfaction of business customers will be presented in order to monitor and improve the customer experience.
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