Abstract
Customer involvement as a contemporary strategic tool in marketing has its importance because marketing is more challenging than ever due fragmented media, cleaver and articulated consumers, and the rise of the free thinking consumer. Customer knowledge is the internal and subjective response customers have to any direct or indirect contact with a company. Direct contact generally occurs in the course of purchase, use, and service and is usually initiated by the customer. Indirect contact most often involves unplanned encounters with representations of a company’s products, services, or brands and takes the form of word-of-mouth recommendations or criticisms, advertising, news reports, reviews, and so forth. Customer understanding is becoming a strategy to increase number of customer, gaining more profit and to create good position in market. This paper highlights the importance of customer experience as a new marketing strategy.
Key words: customer involvement, purchase, products
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