Abstract
In marketing strategies, the consumer-focus approach reveals customer experience management as a differentiating tool for competitive advantage in increasing competitive environment. In recent years, museums compete with other leisure and educational institutions such as other museums, theatres, cinemas and amusement parks. Thus, customer experience management provides a competitive advantage for museums. In this study, museum visitors are clustered according to their experiential appeals and the differences for their post experience dimensions (learning in museum, visitor satisfaction, visit intensification, revisit intention and word-of-mouth communication) are analyzed. In conclusion, as a support for customer experiences’ competitive advantage, it’s revealed that the results of these dimensions are significantly higher for holistic museum visitors than those for utilitarian museum visitors.
Highlights
The evolution of marketing in the history is based on the increasing competition from an era where every product has its waiting consumers to an era where the supply exceeds much more the demand
Customer experience management provides a competitive advantage for museums
Museum visitors are clustered according to their experiential appeals and the differences for their post experience dimensions are analyzed
Summary
The evolution of marketing in the history is based on the increasing competition from an era where every product has its waiting consumers to an era where the supply exceeds much more the demand. Nowadays, they don’t seek only functional benefits but they relate to products as a result of their feelings towards them (Schmitt, 1999). They don’t seek only functional benefits but they relate to products as a result of their feelings towards them (Schmitt, 1999) Considering this change, as a competitive advantage, experiential marketing focuses on the emotional sides in addition to the customers’ rational sides in order to create positive and memorable customer experiences (Schmitt, 1999; Berry et all., 2002; Meyer and Schwager, 2007; Shaw, 2007; McCarthy and Ciolfi, 2008; Yalçın, 2009; Dirsehan, 2010). This study considers customer experiences from museum perspective and focuses on the differences between customers with different experiential appeals in terms of their post experience dimensions
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