Atmospheric experiences that emotionally touch customers

Terje Slåtten · Mehmet Mehmetoglu · Göran Svensson · Sander Svari

94 citations0/0 files storedManaging Service Quality

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Consumer Retail Behavior Studies Customer Service Quality and Loyalty Service and Product Innovation

Abstract

Purpose This study aims to focus on what types of atmospheric experiences emotionally touch visitors at a winter park. The objective is to describe and explain the relationship between: three atmospheric constructs (ambience, interaction, and design); the construct of joy; and the construct of customer loyalty. Design/methodology/approach The research data are based on a study of customers visiting a Norwegian winter park, in which 162 visitors participated in the survey. Confirmatory factor analysis and structural equation modeling were used to test the measurements and structural properties between atmospheric experiences, joy, and loyalty to winter parks. Findings The findings reveal that two out of the three constructs of atmospheric experiences are linked to customers' feelings of joy, namely, design and interaction. The atmospheric construct of design had the strongest impact on customers' emotions. Furthermore, the study finds that customers' feelings of joy are highly related to the construct of customer loyalty. Research limitations/implications The study limits its focus to one type of hedonic service, namely customers visiting a winter park. Although the results from the study offer implications for other winter parks, there is a need for further research in other hedonic services to verify their validity, reliability, and generality. Practical implications The study emphasizes how important it is that managers of hedonic services consider the significance of the atmospheric construct of design in such a way that it contributes positively to customers' experiences of the service setting. In particular, managers should focus on design in relation to customers' experiences in order to evoke feelings of joy. Originality/value The study establishes the need to manage customers' atmospheric experiences in winter parks. It also links atmospheric constructs to customers' emotions.

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References

1985A Conceptual Model of Service Quality and Its Implications for Future Research 1980A circumplex model of affect.1986Experience and Education 1996The Behavioral Consequences of Service Quality 1992Measuring Service Quality: A Reexamination and Extension 1974An approach to environmental psychology 1992Servicescapes: The Impact of Physical Surroundings on Customers and Employees 2001Consumer perceived value: The development of a multiple item scale

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