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Conceptualizing and measuring experience quality: the customer's perspective

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Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies

Abstract

Today many customers, managers, and scholars have become aware of the importance of experiences, which are characterized as satisfying customers' psychic or personal needs. For customers, they care more about the experiences that are provided by stores, and they are willing to pay for them. As for managers, attractive experiences are the products they have taken great efforts to create, manage, and sell. For academic researchers, experiences are considered as distinct economic offerings that are different from goods and services. These scholars believe that the focus of the economy has been transferred to experience (O'Sullivan, E.L., & Spangler, K.J. (1998). Experience marketing: Strategies for the new millennium. State College, PA: Venture Publishing), and that experience industries are on the rise (O'Sullivan, E.L., & Spangler, K.J. (1998). Experience marketing: Strategies for the new millennium. State College, PA: Venture Publishing; Pine, B.J., & Gilmore, J.H. (1998). Welcome to the experience economy. Harvard Business Review (July–August), 97–105; Pine, B.J., & Gilmore, J.H. (1999). The experience economy: Work is theatre & every business a stage. Boston: Harvard Business School Press; Schmitt, B.H. (1999). Experiential marketing: How to get customer to sense, feel, think, act, relate to your company and brands. New York: The Free Press). Although experiences have moved to the centre of customers' consumption activities and have become crucial for business success, very few studies have investigated the customers' perceptions of experience quality. In this research, we have conceptually defined experience quality as the customers' emotional judgment about an entire experience with an elaborately designed service setting. We have undertaken multiple phases in conceptualizing and measuring the concept of experience quality.

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References

1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1989Structural Equations with Latent Variables 1991Structural Equations with Latent Variables.1979A Paradigm for Developing Better Measures of Marketing Constructs 1991Scale Development : Theory and Applications 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 1990Flow: the psychology of optimal experience

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2015Cultural tourism in Istanbul: The mediation effect of tourist experience and satisfaction on the relationship between involvement and recommendation intention 2018The mediating role of experience quality on authenticity and satisfaction in the context of cultural-heritage tourism 2015An Integrated Model of Service Experience, Emotions, Satisfaction, and Price Acceptance: An Empirical Analysis in the Chinese Hospitality Industry 2019Emotions as core building blocks of an experience 2016Dimensions and outcomes of experience quality in tourism: The case of Port wine cellars

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