ABSTRACT
This chapter introduces the customer experience marketing framework, which looks at customer experience design as a process that distinguishes between experience markers, drivers, and outcomes. It provides an analytical and strategic framework along with implementation tools and illustrative examples from different sectors. The chapter discusses the existing works in marketing and consumer research by offering an integral iterative comprehensive framework for conceptualizing customer experience marketing. Shopping can be considered as an immersive and enjoyable customer experience. Re-enchantment is a term used to describe practices aimed at improving the customer experience and buying experience in physical and cultural settings. The chapter identifies the core markers that characterize customer experience marketing. Whether customer experience should be considered holistic or not, is a debatable issue. Customer experience is a subjective phenomenon that is associated with a single and personal perspective. Customer experience is an assemblage of several dimensions: sensorial, physical, relational, emotional, and cognitive.
