Abstract
Today many customers, managers, and scholars have become aware of the importance of purchase experiences, which are characterized as satisfying customers' psychic or personal needs. For customers, they care more about the experiences that are provided by service providers, and they are willing to pay for them [1]. Consumer buying behavior has been examined widely and customer experienced value has been commonly accepted as the basis of the choice of purchase (preference). As Drucker states: “The customers are willing to pay only for what they find of use and what brings them value”. What then can we understand by the concept ‘value’?[2].
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