International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
Call for Papers | Fully Refereed | Open Access | Double Blind Peer Reviewed

ISSN: 2319-7064




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Informative Article | Business Economics | India | Volume 12 Issue 8, August 2023 | Rating: 4.2 / 10


A Review on Enhancing Customer Experience with Microstrategy

Pranay Mungara [6]


Abstract: This article aims to study the current literature for any and all references to customer experience. This paper will begin with an analysis of the current environment and the debates that it encompasses. It will then proceed to concentrate on several definitions of customer experience and the components that make up that experience, such as touchpoints, individual context, and identifiable feelings. Following that, an evaluation of the justifications that are used to assess customer experience will be offered, with an emphasis on how these arguments differ from metrics that are essential to marketing. In conclusion, the concluding section of the report will consist of a synthesis that tackles the key research gaps that exist in this particular topic. In the context of marketing or business, it would be beneficial for us to conduct a more in - depth investigation into the ways in which these various points of view influence the pragmatic implementation of customer experience initiatives. This contributes to a deeper comprehension of the reasons why many interpretations continue to exist and why it is still difficult to establish a consensus on its definition.


Keywords: Customer experience, touchpoints, individual context, discrete emotions, marketing


Edition: Volume 12 Issue 8, August 2023,


Pages: 2510 - 2515



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