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https://nccur.lib.nccu.edu.tw/handle/140.119/138380
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| Title: | 商業敘述方式以及其對客戶關係之影響
The mechanisms of storytelling and its impact on customer relationships |
| Authors: | 羅寧倫
Loison, Nolwenn |
| Contributors: | 何富年
Ho, Foo-Nin
羅寧倫
Nolwenn Loison |
| Keywords: | 敘述方式
客戶體驗和關係
品牌形象
銷售話術
Storytelling
Customer experience and relationship
Brand image
Sales pitch |
| Date: | 2021 |
| Issue Date: | 2022-01-03 16:08:55 (UTC+8) |
| Abstract: | Abstract
The mechanisms of storytelling and its impact on customer relationships
By
Nolwenn Loison
Storytelling is a tool that is of great interest to companies and particularly to marketing, sales, and communication experts because of its ability to convey a brand image and above all, to attract customers. Storytelling is considered as a powerful tool to generate a strong brand image. It has also established itself as an effective vector of corporate values. Through this thesis project, the objective is to understand why this practice can be so effective and how it works. This thesis also seeks to demonstrate the impact of storytelling on customer loyalty and the elements that influence this impact. There are many notions that revolve around storytelling. Here are the ones that this thesis focuses on: identification, emotion creation, trust (through credibility, integrity, and benevolence), customer loyalty and brand commitment. |
| Reference: | Reference
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| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
109933053 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109933053 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202101743 |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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