Abstract
The objective of this study is to understand customer experience which is a construct made up of experiential elements created by the organization such as product, service scape, and brand and that of consumer’s personal values and preferences. When the experiential element interacts with the consumer construct, it starts an involvement process that makes the consumer evaluate the product (as a measure) on hedonic and utilitarian dimensions. The product/brand, when used, elicits emotions that lead to purchase intention behavior which is presented in the structural model. The authors have followed Tan, Foo and Kwek (2004) nested model approach in order to achieve the best fitting model for testing our hypothesis. Keywords: customer experience, personality traits, consumer involvement, product evaluation, emotions and satisfaction. JEL Classification: M3, D11, D12
Highlights
The word “experience” has come a long way, it is not limited to play and concert, to movies and TV shows rather it occurs whenever an organization intentionally uses service as a stage, and goods as props, to engage individual customers in a way that creates an event memorable
Our findings reveal that consumer experience with the cell phone describes consumer need type of involvement influencing the consumer to evaluate the product on utilitarian dimensions
Consumer experience positive emotion that is influenced by hedonic evaluation of the product, whereas utilitarian evaluation of the product influences negative emotion, but negatively
Summary
The word “experience” has come a long way, it is not limited to play and concert, to movies and TV shows rather it occurs whenever an organization intentionally uses service as a stage, and goods as props, to engage individual customers in a way that creates an event memorable. Customer’s experience concerns with the actual functioning of the good or service, and with emotions and includes smells, sounds, sights, tastes and textures of the good or service, as well as with the environment in which it is offered It includes customer’s entire experience with a product or service, called, the consumption chain (Millan & Mac Grath, 1999) that relates to the multisensory, fantasy and emotive aspects of product usage experience (Holbrook & Hirschman, 1982). We conclude that customer experience involves gathering of knowledge about the product and focuses on the pleasure associated with its usage, fantasies, feelings, fun and emotions that one attaches with its brand, which can be good or bad, depending upon the individual stimuli, environment in which it is offered and marketing communication used for the purpose of interaction
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