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Dr Aleksandra Snarska
ORCID: 0000-0001-8357-9203

Completed doctoral studies and defended her Phd thesis on managing the customer experience in retail banking at the Warsaw School of Economics. She also took part in the statutory research of the Value Management Institute, WSE. Her research interests focus on the marketing, experiential marketing in particular, and the service quality. She worked in marketing departments of companies such as Millennium Bank, Polkomtel and in consultancies specializing in customer experience management such as Academy of Service Excellence, and in ABR Sesta marketing research.

DOI: 10.33226/1231-7853.2020.5.2
JEL: M31

The following article is aimed at describing the subjective well-being (happiness) in categories of marketing science or more precisely value for the customer. There is not much research on application of happiness into marketing practices, which could as a benefit for the customer lead to increase of customer satisfaction and loyalty and resulting improvement of sales and profits. The customers would appreciate the company's efforts to increase their subjective well-being treating it as one of policies of acting in their best interest. The article characterizes main determinants of happiness and shows ways of implementing them into the marketing.

Keywords: value for the customer; subjective well-being; customer orientation; customer best interest orientation.