What matters most to ultra-high-net-worth individuals? Exploring the UHNWI luxury customer experience (ULCX)

What is it about?

The study is the first to explore the UHNWI luxury experience empirically. UHNWI do perceive luxury differently, and what matters most to them is different from other luxury customer segments. Our study in multiple luxury contexts, such as yachting, tailor-made garments, and art collection, revealed that UHNWIs purchases are driven by 3 main factors: (mis)managing of their expectations, their personal relationships with providers’ personnel, and by offering them convenience-driven time savings. The UHNWI Luxury Customer Experience framework, called ULCX highlights how luxury companies aiming at UHNWI can take advantage of these isnights(ULCX).

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