Experience identification: connecting online engagement to offline loyalty

Abstract

Purpose This paper aims to examine the transformative role of experience identification in connecting online communities to offline experiences. This study also aims to understand if consumers in the pre-experience stage can identify with an experience and how this influences their subsequent evaluations, focusing on the impact of online community participation. Design/methodology/approach A theoretical model, based on social identity theory, is tested using a two-study approach. Study 1 involves first-time cruisers in an online cruise community. Study 2 extends the findings to a broader range of travel experiences, including both first-time and repeat travelers. Findings Results suggest that experiential consumers can identify with an experience in the pre-experience stage through two key community participation variables – experience imagination and emotional significance. Experience identification directly influences loyalty, which subsequently impacts word-of-mouth and satisfaction post-experience. Practical implications Service providers should leverage forums, brand communities and social media platforms to enhance interactivity between experienced and first-time customers. Strategies are presented to foster user interaction and interconnectedness, boosting consumer satisfaction and loyalty and providing a competitive advantage from the outset of the customer journey. Originality/value Despite the recognized importance of experiential consumption, the marketing literature has largely focused on the actual consumption experience, overlooking the pre-experience stage. This research highlights the critical role of the pre-experience stage, showing that the value of an experience begins before the service encounter and continues after it ends.