The perceptual relationship between two concepts: customer experience management and customer orientation

Abstract

The goal of the thesis is to define the relationship between customer experience management and customer orientation as it is seen in contemporary business environment. Objectives are the following: 1. Find possible relationships and indicate directions for research by examining the concepts of CO and CEM in the literature. 2. Examine the relationships as it is seen in business environment using indicated directions and research tools. 3. Develop recommendations based on identified connection between CO and CEM. Results of the work: customer experience management can be perceived as the bridge that conveys customer orientation from inner company processes to the customer. It complements customer orientation concept, bringing more practical focus and enable to evaluate the customer orientation of the company from the customers’ point of view.