Science Journal of Business and Management

Special Issue

Customer Experience Management / Marketing Branding

  • Submission Deadline: Mar. 29, 2015
  • Status: Submission Closed
  • Lead Guest Editor: Shin'ya Nagasawa
About This Special Issue
Here, we address the comprehensive experience related to consumption by customers; what we stress is not simple products and services but the customer experience, which is based on the situation in which the consumption occurs. The basic idea is rooted in the concept of the customer. It was Morris B. Holbrook who understood customers as “creatures of reason and sensibility;” he also said that “Customer consumption is often affected by emotional appeal” (Holbrook 1982).

Customer experience, in which the customer is recognized as a “creature of reason and sensibility” (Holbrook 1982), refers to the customer’s own experience in the situation of consumption of products and services. Bernd H. Schmitt classified into five values: SENSE (sensory), FEEL (emotional), THINK (cognitive), ACT (behavioral), and RELATE (relational) (Schmitt 1999).

Nowadays customer experience is a key word of management, marketing, and branding such as experiential marketing, brand experience, user experience, shopping experience, and so on.

The focus of this Special Issue spans applications of customer experiences to products, services, and branding.

Topics:

1. Affective (Kansei) Engineering
2. Customer Experience
3. Emotional Branding
4. Emotional Design
5. Emotional Marketing
6. Experiential Branding
7. Experiential Management
8. Experiential Marketing
9. Shopping Experience
10. User Experience
Lead Guest Editor
  • Shin'ya Nagasawa

    Graduate School of Commerce, Waseda University, Shinjuku-ku, Japan

Guest Editors
  • Nabila Nisha

    Department of Accounting and Finance, School of Business, North South University, Bangladesh

Published Articles
  • Customer Experience of CHISO: The Centuries-old Business of Japanese Luxury Kimono Garments

    Masakazu Ishikawa , Shin’ya Nagasawa

    Issue: Volume 3, Issue 2-1, March 2015
    Pages: 83-91
    Received: Apr. 20, 2015
    Accepted: Apr. 20, 2015
    Published: May 05, 2015
    DOI: 10.11648/j.sjbm.s.2015030201.22
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    Abstract: CHISO is a 460-year-old business based in Kyoto, Japan, that manufactures the traditional kimono. CHISO does not publicly advertise its product, but the company cooperates with high-visibility magazines to provide Yuzen kimonos for those graphic articles. CHISO also actively seeks to provide kimonos for Kyoto’s traditional dance theater, movies, an... Show More
  • Experience Differentiation Strategy (2): Focus on Embodied Cognition and ACT Module

    Shin’ya Nagasawa , Shinich Otsu

    Issue: Volume 3, Issue 2-1, March 2015
    Pages: 78-82
    Received: Apr. 09, 2015
    Accepted: Apr. 09, 2015
    Published: Apr. 23, 2015
    DOI: 10.11648/j.sjbm.s.2015030201.21
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    Abstract: In a mature market like recent Japanese economy, “experiential marketing” has received attention as “differentiation strategy.” In this paper, we focus on behavior experiences (ACT Module of SEMs) in terms of “Embodied cognition.” Behavior experiences (ACT Module) are consumer’s behaviors and physiological /psychological effects occurs by consumer’... Show More
  • Experience Differentiation Strategy (1): Concepts of Consumer Experiences

    Shin’ya Nagasawa , Shinich Otsu

    Issue: Volume 3, Issue 2-1, March 2015
    Pages: 73-77
    Received: Apr. 04, 2015
    Accepted: Apr. 07, 2015
    Published: Apr. 23, 2015
    DOI: 10.11648/j.sjbm.s.2015030201.20
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    Abstract: In a mature market like recent Japanese economy, “experiential marketing” has received attention as “differentiation strategy.” In this paper, we investigate concepts of experiential marketing. The results show that 1) experiences are involved in obtaining, consuming, and disposing process of products, 2) experiences occurs in a situation consumer ... Show More
  • Product Development of IGNIS Nature Series Based on Bernd H. Schmitt’s ‘Customer Experience’

    Takao Someya , Shoichi Kobayashi , Shin’ya Nagasawa

    Issue: Volume 3, Issue 2-1, March 2015
    Pages: 66-72
    Received: Mar. 30, 2015
    Accepted: Mar. 31, 2015
    Published: Apr. 17, 2015
    DOI: 10.11648/j.sjbm.s.2015030201.19
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    Abstract: We research into a variety of successful-selling products has clarified that offering appeals to customers’ sensibility values is the key to higher value-added products, rather than merely offering functionality and benefit. Thus, this quantification acts as a tool for analysis of difficult sensibility values. The analyses based on the concepts ref... Show More
  • Application and Examination of the Concept of Customer Experience in the Development of “Ginza Honey” Skincare Products

    Hiroko Kawanobe , Shoichi Kobayashi , Takao Someya , Atsuo Tanaka , Shin’ya Nagasawa

    Issue: Volume 3, Issue 2-1, March 2015
    Pages: 63-65
    Received: Mar. 30, 2015
    Accepted: Mar. 31, 2015
    Published: Apr. 17, 2015
    DOI: 10.11648/j.sjbm.s.2015030201.18
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    Abstract: The authors applied the concept of customer experience, advocated by Bernd H. Schmitt, to the IGNIS series, skincare products manufactured and sold by ALBION Co. Ltd., who launched a line of products that contain honey collected under the Ginza Bees Project. This paper discusses this product development case, as we were able to obtain a certain lev... Show More
  • Product Development of Les Merveilleuses LADURÉE Cosmetics and Customer Experience

    Shoichi Kobayashi , Takao Someya , Shin’ya Nagasawa

    Issue: Volume 3, Issue 2-1, March 2015
    Pages: 60-62
    Received: Mar. 30, 2015
    Accepted: Mar. 31, 2015
    Published: Apr. 17, 2015
    DOI: 10.11648/j.sjbm.s.2015030201.17
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    Abstract: LADURÉE, a French manufacturer of high-grade Western confectioneries, and ALBION, a Japanese manufacturer of high-grade cosmetics, collaborated to develop and release a new cosmetic product series. These products became popular in the stagnant Japanese cosmetic industry. This study analyzed these products from the viewpoint of Bernd H. Schmitt’s cu... Show More
  • Customer Experience and Luxury Strategy in Cosmetics Design

    Shin’ya Nagasawa , Yumiko Kizu

    Issue: Volume 3, Issue 2-1, March 2015
    Pages: 54-59
    Received: Mar. 29, 2015
    Accepted: Mar. 31, 2015
    Published: Apr. 13, 2015
    DOI: 10.11648/j.sjbm.s.2015030201.16
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    Abstract: We have conducted case studies that focus on the representation of luxury in cosmetics design for both domestic and foreign products and compared them based on the theory of customer experience proposed by Bernd H. Schmitt. In this study, we attempted to examine the representation of luxury in relation to cosmetics design, through the analysis of f... Show More
  • Experiential Marketing Leading to Behavioural Intention - Testing the Mediation Effects of Information Search Cost

    Chi-Hsien Kuo , Shin’ya Nagasawa

    Issue: Volume 3, Issue 2-1, March 2015
    Pages: 43-53
    Received: Mar. 23, 2015
    Accepted: Mar. 23, 2015
    Published: Apr. 11, 2015
    DOI: 10.11648/j.sjbm.s.2015030201.15
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    Abstract: The luxury market has growth dramatically in the recent years. Researches for luxury market drew more attention in academic fields. This paper proposed in research model to understand the consumer consumption behavior based on the experiential marketing module proposed by Schmitt (1990). With 379 valid samples, this study found that both of sense a... Show More
  • Customer Experience Affecting Human Kansei

    Shin’ya Nagasawa

    Issue: Volume 3, Issue 2-1, March 2015
    Pages: 35-42
    Received: Mar. 28, 2015
    Accepted: Mar. 30, 2015
    Published: Apr. 08, 2015
    DOI: 10.11648/j.sjbm.s.2015030201.14
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    Abstract: The purpose of this paper is to explain the relationships and the meaning of the customer experience approach, which involves manufacturing and fabrication influenced by human kansei. This paper urgues as follows; What are the products that appeal to the senses?, Kansei marketing, Customer Experience and Kansei Marketing, Customer Experience and Ss... Show More
  • Customer Experience and Determinants of Consumer Attitude Toward Luxury Brands: Observations in Japan And China

    Ken Kumagai , Shin’ya Nagasawa

    Issue: Volume 3, Issue 2-1, March 2015
    Pages: 24-34
    Received: Mar. 17, 2015
    Accepted: Mar. 17, 2015
    Published: Mar. 23, 2015
    DOI: 10.11648/j.sjbm.s.2015030201.13
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    Abstract: This study extends Kumagai and Nagasawa’s (2015) discussion on consumer attitude toward luxury brands by conducting consumer research in Japan and China. It focuses on eight luxury brands—Ralph Lauren and Armani, Coach and Louis Vuitton, Tiffany and Cartier, and Cadillac and Mercedes Benz—in four product categories—apparel, leather goods, jewelry, ... Show More
  • Relationship between Purchase Intentions for Luxury Brands and Customer Experience: Second Report - Comparative Verification Based on the Big Five Personality Traits

    Kazutoshi Fujiwara , Shin’ya Nagasawa

    Issue: Volume 3, Issue 2-1, March 2015
    Pages: 11-23
    Received: Mar. 04, 2015
    Accepted: Mar. 04, 2015
    Published: Mar. 18, 2015
    DOI: 10.11648/j.sjbm.s.2015030201.12
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    Abstract: Schmitt [1] called the benefits of emotions that make consumers of particular products want to have an active connection with other consumers or voluntarily recommend the brand to others as the customer experience of Relate (hereinafter referred to as Relate). Fujiwara and Nagasawa [2] demonstrated, through an empirical study, that providing Relate... Show More
  • Relationship between Purchase Intentions for Luxury Brands and Customer Experience - Comparative Verification Among Product Categories and Brand Ranks

    Kazutoshi Fujiwara , Shin’ya Nagasawa

    Issue: Volume 3, Issue 2-1, March 2015
    Pages: 1-10
    Received: Mar. 04, 2015
    Accepted: Mar. 04, 2015
    Published: Mar. 18, 2015
    DOI: 10.11648/j.sjbm.s.2015030201.11
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    Abstract: This paper aims to provide empirically validated evidence on the effect that experiences, which was proposed by Schmitt [1], have on purchase intentions. For this study, I chose GODIVA, Meiji, Ferrari, and Toyota as subject luxury brands and conducted comparative analyses between product categories (food and cars) and brand ranks (luxury brands [No... Show More