2016 Volume 59 Issue 8 Pages 535-543
Todayʼs consumers are spoiled by affluent choices of products and services that are being offered with very competitive prices. More importantly, they can easily and quickly search and compare various options before making their purchase decisions. As a result, consumers have more bargaining power than before, which makes it very challenging for many companies to differentiate themselves from other brands by traditional competitive factors such as prices, functions and/or performances. Then, in order to meet higher expectations from consumers, companies must be able to provide very good User Experience (UX); otherwise, they will lose their customers to competition. This is why UX becomes one of the key brand differentiators at many companies today.
