The Discussion part for paper of Customers and marketers co-creating a Essay

The Discussion part for paper of Customers and marketers co-creating a purchase experience - Essay Example Customer purchases is not only about products and services. The personal experience of the customers upon purchasing a product and/or services also matters. The process of co-creation is important since it could enable the customers to develop a more valuable experience and emotional attachment with the company’s product and/or a specific brand name. This kind of relationship between the customers and marketers is vital in the development and strengthening of customers’ satisfaction and loyalty. The Co-creation theory focuses merely on the relationship between the customers and the marketers. Highlighting the role of employees and customer service manager in co-creation theory could create a more promising effect on the customers’ attitude and behavioural loyalty. Customers’ emotional loyalty is another aspect that can be included in the theory model since it has equally proven to be a result of strengthening the relationship between the customers and the marketers. Another area of consideration is the customer complaint management and service recovery since both could support and strengthen the customers’ satisfaction. Co-creation marketing approach could lead to customer satisfaction and trust that is needed in order to strengthen the relationship between the customers and the marketers. A strong relationship bond between the two is essential in developing and maintaining customers’ loyalty. Based on the research method that was presented in this study, satisfying the customers has more relevance in strengthening the relationship between the customers and the marketers more than establishing ‘trust’ alone. Therefore, marketers should focus more on customers’ satisfaction in order to strengthen the relationship between the two and for the marketers to achieve attitudinal and behavioural loyalty from the customers. Increasing the customers’ satisfaction is not totally dependent on