Title: Study on the Possibilities of Interpretation to Improve Customer Relationship in Factory Tour

Year of Publication: 2013
Page Numbers: 218-222
Authors: Takahiro Sugiyama, Teeda Sasipreeyajan
Conference Name: The International Conference on E-Technologies and Business on the Web (EBW2013)
- Thailand


In this century, market trend has been a shift of consumption to experience marketing. Not only the market trend changed but also customer’s lifestyle been influenced by information technology (IT), everyday customers receive information from many channels and from many sources. Companies have to find ways to reach customers effectively to generate more profits. This paper suggests using “interpretation”, that have been used in educational institutes like museum, as an effective channel to send imply information and messages directly to customers. Communication through interpretation program considered to improve customer relationship (CR) on the experience marketing stage. We summarize how to plan interpretation program in company’s environment especially factory tour to link tangible meaning that connected customers’ feeling or experiences with company’s product, differentiate company’s image and at last considered leading to customer loyalty.