Integrated Customer Experience and Marketing: A Literature Review

This literature review explores the correlation between integrated customer experience and marketing, and the impact of marketing campaigns on customer experience. It discusses the importance of customer experience, the role of marketing in improving it, and the strategies employed by organizations to retain customer loyalty.

Running head: INTEGRATED CUSTOMER EXPERIENCE AND MARKETING
INTEGRATED CUSTOMER EXPERIENCE AND MARKETING
Name of the student
Name of the university
Author note

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Part A- Project plan
Schedule for the literature review
Task Name Duration Start Finish
Choosing a topic 2 days Thu 9/12/19 Fri 9/13/19
Retrieving data from
different secondary
sources
6 days Mon
9/16/19 Mon 9/23/19
Assessment of the
retrieved data 6 days Tue 9/24/19 Tue 10/1/19
Introduction 2 days Wed
10/2/19 Thu 10/3/19
Discussion on
independent variable 2 days Fri 10/4/19 Mon 10/7/19
Discussion on
dependent variable 2 days Tue 10/8/19 Wed 10/9/19
Identifying the
correlation between
independent and
dependent variable
2 days Thu
10/10/19 Fri 10/11/19
Literature gap 2 days Mon
10/14/19 Tue 10/15/19
Draft summary 2 days Wed
10/16/19 Thu 10/17/19
Structure
The literature review will initiate with a discussion on the different aspects of marketing
and the manner in which it influences consumer experience. In this relation, the section would
introduce the variables of the study and the correlation between the same. The study will also
incorporate the values of integrated consumer experience and the manner in which the same
influences the operations of an organization. Lastly, the study will introduce the different
impacts of marketing campaigns on consumer experience. Therefore, the study will develop a
coherent understanding of the different aspects of marketing and the manner in which marketing

2INTEGRATED CUSTOMER EXPERIENCE AND MARKETING
operations of the organization might correlate to the customer expectations for sustenance and
profitability along with retention of the customer loyalty.
References
Authors Year of
publishing
Name Journal Vol. /Issue/Pp.
Bilgihan, A. 2016 Gen Y customer
loyalty in online
shopping: An
integrated model
of trust, user
experience and
branding
Computers in
Human
Behavior
61, 103-113
Shamim, A.,
Ghazali, Z., and
Albinsson, P. A.
2016 An integrated
model of
corporate brand
experience and
customer value
co-creation
behavior
International
Journal of Retail
& Distribution
Management
44(2), 139-158
Lemon, K. N.,
and Verhoef, P.
C.
2016 Understanding
customer
experience
throughout the
Journal of
marketing
80(6), 69-96

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customer
journey
Dewnarain, S.,
Ramkissoon, H.,
and Mavondo,
2019 Social customer
relationship
management: An
integrated
conceptual
framework.
Journal of
Hospitality
Marketing &
Management
F., 28(2), 172-
188.

4INTEGRATED CUSTOMER EXPERIENCE AND MARKETING
Part B- Literature review
Marketing and consumer experience
Marketers develop the plans with the purpose of increasing consumer engagement
through assessment of the expectations and delivering personalized experience. The different
aspects of change in the operations of the venture permitd the venture in continuing with the
performance of the operations while developing activities in the diverse economies. The
engagement of the end users through superior communication permits the marketers in
increasing the rate of integration and engagement of the people. Finne and Grönroos (2017)
stated that the different marketing activities are specifically commenced by the organizations
with the purpose of holding on to the trust and confidence of the end users towards the
propositions. Manser Payne, Peltier and Barger (2017) also added that the different
modifications in the organizational operations are specifically based on the performance of the
operations while developing activities in the diverse economies.
The increasing market competition and the awareness among the employees through self-
empowered knowledge on different products before making a purchase decision has mandated
prioritization of customer experience for the marketers. Bilgihan (2016) noted that the different
marketing operations are designed by the organizations with the purpose of drawing the attention
of the end users towards the valued propositions that are made by the same while developing
activities in the diverse economies. On the other hand, the improvements in integrated marketing
approaches permitd the organizations in encouraging the engagement of the communities and the
end users in the developmental operations through efficient communication. Therefore effective
integrated marketing communication with the end users and focus on increasing the experience
of the same permits the organizations in increasing the rate of retention loyal market base.

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Importance of integrated consumer experience
The changing tastes and preferences of the end users imposed different modifications in
the organizational operations and marketing strategies that are adapted by the same. In this
relation, the different strategies that are initiated by the organizations depended on the
expectation of the end users. Homburg, Jozić and Kuehnl (2017) opined that most of the modern
day organizations are more focused on increasing the customer experience as the upcoming
generation, millennials, are noticed to appreciate experience. In this relation, most of the
organizations have taken steps to develop efficient communication with the end users for making
the same aware of the unique propositions. Shamim, Ghazali and Albinsson (2016) stated that
most of the organizations are taking steps to improve the customer experience that are being
provided by their propositions with the purpose of holding on to the trust and confidence while
entertaining successful conversion or sales. Therefore, the improvement in the marketing
behavior and approaches through transparent communication with the end users while providing
improved value propositions permitd the organizations in holding on to the trust and confidence
of the consumers towards the propositions.
The changing market trends and preferences along with the presence of higher number of
competitors restricts the capabilities of the organizations in holding on to the trust and loyalty of
the end users. Melero, Sese and Verhoef (2016) stated that optimization of consumer experience
permits an organization in holding on to the trust and loyalty of the end users towards the value
propositions that are made by the same. It has been noted that more than 72% of the end users
switch from one brand to another in search of better experience or value for the money that is
being invested by the same on the propositions (Valos et al., 2016). Therefore, the improvement
of the value propositions would permit the organizations in holding on to the trust and loyalty of

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the end users while meeting their individual expectations. The assessment of the demand and
preferences of the end users permits an organization in increasing the rate of satisfaction among
the same. On the other hand, Lemon and Verhoef (2016) noted that the improvements in the
propositions of an organization in orientation with the customer demand permits an organization
in holding on to the brand position in the markets. The organizations develop a range of
marketing operations with the purpose of making the end users aware of the different processes
and propositions of the venture. Therefore, the integrated consumer experience or experience
development permits an organization in increasing the loyalty and trust of the end users towards
the propositions that are provided by the same.
It has been noticed through the research of Thaichon and Quach (2016) that the
maximized engagement of the end users are developed by the marketers through the application
of integrated marketing communication strategies while developing activities in the diverse
economies. The key modifications in the organizational operations are specifically based on the
performance of the operations while developing activities as per the demand of the end users.
However, Wong and Wei (2018) noted that the assessment of the demand of the end users and
adhering to the same is a complex process as it is based on biased responses and assumptions.
The different modifications that are planned by the marketers are specifically based on the
assessment of the demand and expectations of the end users. On the other hands, the knowledge
that is dispensed by the marketers on a single product or service offering permits the end users in
choosing the appropriate proposition from among the list of alternatives.
According to Merrilees (2016), marketing is specifically based on establishment of
proficient communication between the organization and the end users. In this relation, the
integrated marketing communication and assessment of customer expectations permits the

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marketers in developing a coherent understanding of the modifications that might be initiated by
the same with the purpose of holding on to the trust and loyalty of the consumers towards their
line of propositions. The increasing competition in the markets bought about significant
modifications in the expectations of the end users from the companies (Bruhn & Schnebelen,
2017). In this relation, the different modifications that are planned by the organizations permitted
the same in continuing with the performance of the operations in orientation with the
expectations of the end users. Dewnarain, Ramkissoon and Mavondo (2019) stated that the
modernized organizations are more focused on enhancing he experience of the end users for
increasing their competitive edge in the market over the other players. Again, the profitability of
the organizations are based on the holding on to the loyalty of the end users towards the brand
and its propositions. Therefore, in this relation, the organizations take steps to develop efficient
links of communication with the end users while inducing modifications in the different
approaches with the purpose of gaining a competitive edge and sustenance in the markets.

8INTEGRATED CUSTOMER EXPERIENCE AND MARKETING
Figure: Essence of CEM
(Source: Hwang & Seo 2016)
The strategic goals of the organizations are specifically based on the performance of the
operations in orientation with the demand of the end users. The major modifications that are
planned by the organizations focused on increasing the rate of operations of the venture while
developing activities on the different purposes of sustenance and growth of the business.
Hwang and Seo (2016) noted that customer satisfaction and experience from a proposition are
closely linked which offers organizations with a competitive benefit over the other existing
players in the market. In this relation, the different the enumeration communication through

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engagement of the end users permits an organization in increasing proposition based experience
of the end users. The organizations employ a set of strategies under the Customer Experience
Management (CEM) with the purpose of holding on to the trust and loyalty of the consumers
towards the value that is created by the venture (Patti et al., 2017).
The development of the value proposition and the inclusion of multi-channel distribution
units permitd the organizations in continuing with the performance of the operations in
orientation with the changing taste and preferences of the end users. In this relation, the
consumer experience improvement model also permitd the organizations in increasing the
marketing capabilities while identifying the changing market trends. Bilgihan, Kandampully and
Zhang (2016) noted that the consumer experience improvement model critically examined the
different activities that might be considered by the organizations while proposing value to the
end users. As per the model, the organizations might take steps to assess and identify the
changing trends and preferences of the market. The assessment and identification of the different
prospects of increasing the customer experience permits an organization in introducing measures
for increasing the loyalty and satisfaction of the chosen market segments.

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Figure : Consumer experience improvement model
(Source: Bilgihan, 2016)
Finne and Grönroos (2017) stated that around 68% of the end users, mostly the
millennials, expect customized experience. In this relation, most of the organizations have taken
steps to introduce several personalized offerings for the end users with the purpose of adhering to
the experience related demand of the same. The marketing based operations of an organization
permits the same in establishing sound communication with the different customer segments.
Valos et al. (2016) opined that distinguished consumer experience of the organizations are
specifically provided by organizations through the segregation of the different activities for
assisting the consumers in making buying decisions based on the compatibility of the proposition
with their expectations and demand. Moreover, Merrilees (2016) defined integrated marketing

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communication as the specific tool for engaging the end users and the communities in the
developmental process of the organization. The key modifications in the organizational
operations are specifically based on the effectiveness of communication strategies and the
manner in which the same might be strengthened through the involvement of the consumers.
Therefore, the different marketing activities that are initiated by the organizations are reliant on
the effectiveness of the operations that are planned by the venture while developing activities in
the diverse economies.
Impact of marketing campaigns on the development of customer experience
The marketing campaigns that are initiated by the businesses provides the same with an
opportunity of not only making the end users aware of the propositions but also build on their
experience. Hwang and Seo (2016) noted that a brand promises the end users of certain
amenities and values that would be cascaded to the same through the propositions, which is again
a source of expectation among the end users. Customer Expectations Management (CX) or
Experience Management is thereby specifically based on the promises that are made by the
brand. Marketing campaigns of the organizations undertake steps to create expectations among
the end users after proficiently studying the values and behaviors that leads the buying behavior
of the consumers. The promises that are made by the organizations through the campaigns allows
the same o attract and retain the attention of the end users to improve the rate of market base.
Melero, Sese and Verhoef (2016) noted that organizations aspiring to meet their sales
target must take steps to identify the expectations of the end users based on the promises that the
brand offered to the same and thereby lead their marketing based operations with the purpose off
holding on to the loyalty of the end users. The key modifications in the organizational
operations are specifically based on the assessment of the demand of the end users while

12INTEGRATED CUSTOMER EXPERIENCE AND MARKETING
providing the same with the acclaimed value propositions. For an example, Tesla, the brand,
offered end users with a unique green driving experience. Therefore, the target segments of Tesla
expects the organization to provide them with a value that is suitable for the investments made
for buying the product. Failing to adhere to the expectations of the end users, in this case, might
affect the capabilities of Tesla in holding on to the loyalty and trust of the end users. Wong and
Wei (2018) stated that marketing campaigns play an important role in the marketing activities
that are planned by the organizations as it permits in establishing efficient communication with
the end users. Therefore, campaigns provide the organizations with a scope of communicating
with the end users and making promise on the value propositions while developing expectations
among the same.
Conclusion
Therefore, from the above analysis it might be stated that the assessment of the customer
expectations forms a crucial part of the marketing operations that are planned by the
organizations. The delineation of the customer expectations and modifications in the existing
processes with the purpose of increasing the value propositions permits an organization in
holding on to the trust and loyalty of the consumers. The increased trust and loyalty of the end
users permits an organization in increasing the value of the propositions while developing
activities in the diverse economies. Therefore, integrated customer experience not only permits
an organization in identifying the present market trends, but also permits a venture in increasing
the propositions for holding on to the trust and loyalty of end users.

13INTEGRATED CUSTOMER EXPERIENCE AND MARKETING
References
Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust,
user experience and branding. Computers in Human Behavior, 61, 103-113.
Bilgihan, A., Kandampully, J., & Zhang, T. (2016). Towards a unified customer experience in
online shopping environments: Antecedents and outcomes. International Journal of Quality and
Service Sciences, 8(1), 102-119.
Bruhn, M., & Schnebelen, S. (2017). Integrated marketing communication–from an instrumental
to a customer-centric perspective. European journal of marketing, 51(3), 464-489.
Dewnarain, S., Ramkissoon, H., & Mavondo, F. (2019). Social customer relationship
management: An integrated conceptual framework. Journal of Hospitality Marketing &
Management, 28(2), 172-188.
Finne, Å., & Grönroos, C. (2017). Communication-in-use: customer-integrated marketing
communication. European Journal of Marketing, 51(3), 445-463.
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), 377-401.
Hwang, J., & Seo, S. (2016). A critical review of research on customer experience management:
Theoretical, methodological and cultural perspectives. International Journal of Contemporary
Hospitality Management, 28(10), 2218-2246.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of marketing, 80(6), 69-96.

14INTEGRATED CUSTOMER EXPERIENCE AND MARKETING
Manser Payne, E., Peltier, J. W., & Barger, V. A. (2017). Omni-channel marketing, integrated
marketing communications and consumer engagement: A research agenda. Journal of Research
in Interactive Marketing, 11(2), 185-197.
Melero, I., Sese, F. J., & Verhoef, P. C. (2016). Recasting the customer experience in today’s
omni-channel environment. Universia Business Review, (50), 18-37.
Merrilees, B. (2016). Interactive brand experience pathways to customer-brand engagement and
value co-creation. Journal of Product & Brand Management, 25(5), 402-408.
Patti, C. H., Hartley, S. W., van Dessel, M. M., & Baack, D. W. (2017). Increasing integrated
marketing communications practices: A comparison of purposes and results. Journal of
marketing communications, 23(4), 351-370.
Shamim, A., Ghazali, Z., & Albinsson, P. A. (2016). An integrated model of corporate brand
experience and customer value co-creation behaviour. International Journal of Retail &
Distribution Management, 44(2), 139-158.
Thaichon, P., & Quach, T. N. (2016). Integrated marketing communications and their effects on
customer switching intention. Journal of relationship marketing, 15(1-2), 1-16.
Valos, M. J., Haji Habibi, F., Casidy, R., Driesener, C. B., & Maplestone, V. L. (2016).
Exploring the integration of social media within integrated marketing communication
frameworks: Perspectives of services marketers. Marketing Intelligence & Planning, 34(1), 19-
40.

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Wong, E., & Wei, Y. (2018). Customer online shopping experience data analytics: Integrated
customer segmentation and customised services prediction model. International Journal of
Retail & Distribution Management, 46(4), 406-420.

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