International Journal of Business and Economics Volume 16, No. 3 December, 2017

Social Experiences: Consumers in the Big Wide World

Tzung-Cheng TC Huan

National Chung Hsing University, Taiwan

Rouxelle de Villiers

University of Waikato, New Zealand

Abstract

Social experiences include all those interactions between the consumer, the brand, and those that touch their relationships with the employees of the organization, other people within the community and their role in or membership of groups and subgroups in society. In today's marketplace, these include the virtual marketspace of social media and other digital or online forms of communication and interaction. This section will prompt readers' thinking about service failure recovery and compensation for improving customers' social experiences.

Keywords：membership, relationships, inter-personal interactions.

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