Abstract
Knowing how to improve urban consumers’ well-being is of great importance for sustainable urban development and has become a research hotspot in the field of service marketing, which is evolving from functionality-focused view into experience-focused view. This study explored the mechanism and boundary conditions of experiential marketing on urban consumers’ well-being with a survey data collected from 256 consumers in the catering service industry in China. The results showed that experiential marketing had a significant positive impact on consumer well-being, experiential value played a partial mediation role between experiential marketing and consumer well-being, value proposition engagement moderated the relationship between experiential value and consumer well-being, and value proposition engagement moderated the mediation role of experiential value between experiential marketing and consumer well-being. This study complements the literature of transformative service by revealing a complex mechanism relating to the effects of experiential marketing on urban consumers’ well-being and provides theoretical guidance for service enterprises to improve their offerings.
Highlights
IntroductionConsumers are exposed to services provided by supermarkets, banks, hotels, and telecommunication institutions almost every day
In 2018, the service industry in China accounted for 52.16% of its gross domestic product (GDP)
The constructive reliability (CR) of each latent variable is better than 0.7. ird, the average variance extracted (AVE) of each latent variable is better than 0.5. e data in Table 1 show that all of the above three evaluation criteria had been achieved in this study, which indicates that the scales have high convergent validity
Summary
Consumers are exposed to services provided by supermarkets, banks, hotels, and telecommunication institutions almost every day. The traditional service research mainly focuses on consumer satisfaction, loyalty, repurchase intention, and word-of-mouth communication as the outcome of services [1], ignoring the question of how the quality of consumer life, such as consumer wellbeing, is affected by services, [2, 3]. Consumer well-being refers to consumer perception of the positive contribution of products or services in improving the quality of life [4] and has become an important element ensuring sustainable urban development. How to improve consumer well-being has attracted amounts of attention of service researchers and practitioners [2, 5]. As a new research paradigm in the field of service, transformative service research (TSR), which focuses on how to create tremendous improvements in the well-being of consumers at the individual, community, and even global levels [3], has integrated consumer and service research and advanced towards the relationship between service and consumer well-being greatly [5]
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