Proceedings of the 1st International Conference on Social and Political Development (ICOSOP 2016)

Gen C and Gen Y: Experience, Net emotional Value and Net Promoter Score

Authors
Syafrizal Helmi Situmorang
Corresponding Author
Syafrizal Helmi Situmorang
Available Online November 2016.
DOI
10.2991/icosop-16.2017.38How to use a DOI?
Keywords
Experience, Net Emotional Value, Net Promoter Score, Brand Loyalty
Abstract

We live in a world with more brands and more choice than ever before. This Study examines Generation C and Y, how they feel, sense and interact with brands. Memorable experience will affect to positive emotion and brand loyalty The data for study represent 200 participant Gen C and Gen Y accros 145 brands including local, national and multinational brand. Customer experience measured against customer expectation across all moment contanct with brand. Net Emotional Value (NEV) measured by single number that represents how your customers feel net of positive emotions less negative emotions. Measuring brand loyalty based on Net Promoter Score. Findings from the research that Gen C and Gen Y have diffrent behaviour in experience, emotional and loyalty. The findings also show local brand and national brand can compete with multinational brand. The study also discusses theoretical and managerial implication of experience, emotional and brand loyalty research.

Copyright
© 2017, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

Volume Title
Proceedings of the 1st International Conference on Social and Political Development (ICOSOP 2016)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
November 2016
ISBN
10.2991/icosop-16.2017.38
ISSN
2352-5398
DOI
10.2991/icosop-16.2017.38How to use a DOI?
Copyright
© 2017, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Syafrizal Helmi Situmorang
PY  - 2016/11
DA  - 2016/11
TI  - Gen C and Gen Y: Experience, Net emotional Value and Net Promoter Score
BT  - Proceedings of the 1st International Conference on Social and Political Development (ICOSOP 2016)
PB  - Atlantis Press
SP  - 259
EP  - 265
SN  - 2352-5398
UR  - https://doi.org/10.2991/icosop-16.2017.38
DO  - 10.2991/icosop-16.2017.38
ID  - Situmorang2016/11
ER  -