Participate in spiral increase user viscosity
June 12, 2020 00:39 Source: "China Social Sciences" June 12, 2020, No. 1946, author: Wang Youran/Compilation
Comprehensive foreign media report A latest study display，The secret of the success of some bet365 Play online games Well -known leisure and entertainment brands is to increase user viscosity。The American Marketing Journal Recently published the paper "Customer Experience Journey: Loyalty Ring or Participating Spi" at the dissertation of marketing professor of marketing at the University of Newcastle University in the United Kingdom.。
Research Discovery，The mainstream smooth journey model passes through the predictable experience cycle mode，Establishing customer loyalty for a long time，Form a loyalty ring。On the contrary，The adhesive journey model passes the unpredictable experience of the cycle mode，Increase customer participation in a long period of time，Formation of participation screw。Smooth model is suitable for the instrumental service that makes the task easier to complete，Adhesive model is suitable for providing leisure and entertainment services with a variety of experiences。
Researchers discovered，bet365 Play online games Well -known leisure and entertainment brands will provide customers with various fresh marketing methods。They intentionally create chaos、Unpredictable experience，Make it more challenging and suspense、More exciting。The process of describing this process with "sticking" is because the customer seems to be unable to get away and stay away，and its core is to participate in the spiral，That is, the customer is shuttled between the strong "good" experience and the "bad" experience in the roller coaster，Focusing is firmly grasped。
Create participating screw，The first step is bet365 best casino games to provide "Quick Entrance"，Once the customer shows interest，Provide it for free、Quick、Simple service acquisition channel，Nothing to ask customers too many questions，Do not sign the pressure of paying contracts for customers。The second step is to provide customers with endless changes in the experience journey，Create an unpredictable experience。The third step is that if the current experience starts to lose attraction to customers，Start a new experience journey immediately。Lindric and others said，This new study is a research management management research for customer bet365 best casino games experience、Brand research、Consumer Cultural Theory、Consumption psychology, etc., proposed a new problem centered on customer experience journey。
（Wang Youran/Compilation）
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