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Article
Publication date: 4 June 2019

Jiseon Ahn and Ki-Joon Back

Experience and value creation have become integral themes for tourism service providers. This study aims to understand the role of different types of experiences in…

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1407

Abstract

Purpose

Experience and value creation have become integral themes for tourism service providers. This study aims to understand the role of different types of experiences in formulating customers’ perceived value. Studies on this area are scarce, especially in the cruise industry.

Design/methodology/approach

A research model that includes two value variables, namely, functional and wellness values, and four cruise brand experience variables, namely, sensory, affective, behavioral and intellectual factors, was tested through partial least-squares (PLS) structural equation modeling approach. A total of 389 usable cruise customer responses were obtained and analyzed using SmartPLS software.

Findings

Results revealed the relative effects of sensory, affective, behavioral and intellectual factors on perceived functional and wellness values. The positive impact of perceived value on customer satisfaction and behavioral intention and the moderating role of service expertise in the relationship between cruise experience and perceived value were examined.

Research limitations/implications

Future research can examine how types of leisure facilities (e.g. casinos, restaurants, bars and shows), cultural differences (e.g. Eastern and Western) and customers’ travel characteristics (e.g. visiting purpose and companions) may influence the relationships between cruise brand experience and perceived value.

Practical implications

From a practical point, the relationships among multidimensional cruise brand experience, functional and wellness values, customer satisfaction, revisit intention and service expertise provide a clue on how cruise brands can enhance customers’ perceived value to retain current customers.

Originality/value

This study contributes to literature by providing a theoretical framework and empirical evidence for predicting and explaining cruise customers’ behavior. From a managerial perspective, this study identified critical factors that are essential to value creation and discussed the implications of predictive factors on developing marketing strategies that enhance customers’ positive attitude and behavior toward the cruise brand.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 5
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 7 June 2019

Yuqing Liu, Chunxiao Li, Scott McCabe and Hong Xu

By adopting retrospective evaluation theories, this study aims to explain how innovations provided by separate suppliers in the tourism value chain influence tourist’s…

Abstract

Purpose

By adopting retrospective evaluation theories, this study aims to explain how innovations provided by separate suppliers in the tourism value chain influence tourist’s perceived value of the overall experience and further uncover which innovative product attributes are more effective in improving tourist perceptions of the overall value.

Design/methodology/approach

A survey yielded 584 valid responses from tourists who had experienced specific tourist product innovations during their travels. Structural equation modelling was used to test the proposed theoretical model.

Findings

The results reveal that tourists evaluate overall travelling experience value either by recalling an intense, impressive moment (i.e. a heuristic approach) or through an evaluation of the overall utility gained from the whole trip (i.e. a normative approach). Furthermore, innovations that are perceived as increasing convenience and enabling learning contribute to tourists’ overall value perception through both normative and heuristic approaches, while immersion resulting from innovation only contributes to overall perceived value through the heuristic approach.

Practical implications

Given the complex service ecosystem of tourism destinations, each tourism service provider should consider how innovations contribute to the experience of the whole trip and which attributes of innovations increase tourists’ overall perceived experience value.

Originality/value

This study complements existing knowledge by revealing the relationship between product innovation in tourism sectors and tourists’ perceived value of the whole trip. Moreover, it offers a theoretical framework for further investigation into service product innovation in hospitality and tourism industry.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 7
Type: Research Article
ISSN: 0959-6119

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Book part
Publication date: 24 October 2015

Hui Xu, Harry A. Taute, Paul Dishman and Jing Guo

The relationship between internationalization efforts of businesses and resulting performance has long been debated in the international marketing literature. Specially…

Abstract

Purpose

The relationship between internationalization efforts of businesses and resulting performance has long been debated in the international marketing literature. Specially, under the environmental uncertainty, perception and experience of managers are important for internationalization performance.

Methodology/approach

This study proposes an integrated research framework and mechanism between perceived international risk and international marketing performance, adopting international experience as moderator variable and entry mode as mediating variable. Survey was conducted on 1,612 managers of 420 Chinese international enterprises by email and received 463 valid questionnaires.

Findings

The results show that there is a significant negative relationship between perceived international risk and international performance. Direct influence and perceived international risk have an indirect influence on international performance through entry mode; the influence on the international performance from perceived international risk is moderated by international experience, the regression coefficient between perceived international risk and international performance is the quadratic function of international experience.

Originality/value

Different from previous literature, this study found the complex relationship between risk and performance.

Details

International Marketing in the Fast Changing World
Type: Book
ISBN: 978-1-78560-233-7

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Article
Publication date: 11 November 2014

Hardeep Chahal, Gurjeet Kaur Sahi and Anu Rani

The purpose of this paper is to present the exploratory research into the moderating influence of perceived risk on credit card usage and experience link and to know…

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1247

Abstract

Purpose

The purpose of this paper is to present the exploratory research into the moderating influence of perceived risk on credit card usage and experience link and to know, among various types of risks, which risk is mostly perceived by credit card users. The study also investigates the dimensions of usage and service experience and their relative significance in credit card industry.

Design/methodology/approach

The data were collected from 220 credit cardholders working in the various business and service units operating in Gandhi Nagar area of Jammu city.

Findings

The study captures a clear and strong moderating effect of perceived risk on usage and service experience link. Time risk appeared to be the strongest moderator. Further, sense of security and confidence benefits emerged as the strongest predictors of usage and service experience, respectively.

Research limitations/implications

The study is based on single financial service only, i.e. credit card. To generalise the results in financial and allied sectors, such as banking, retail or travel, where credit card usage is highly prevalent, this study need to be extended in future research. Further, influence of customer income, occupation and education on credit card use can also be seen in the future. Finally, focus can also be given to the identification and testing of risk-reducing strategies in future research.

Originality/value

There is no previous research on Indian credit card industry which examined the influence of perceived risk on its use among Indian customers and subsequently on their experience.

Details

Journal of Indian Business Research, vol. 6 no. 4
Type: Research Article
ISSN: 1755-4195

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Article
Publication date: 6 March 2017

Xuebing Dong, Yaping Chang, Yawei Wang and Jun Yan

The purpose of this paper is to answer “Why do Chinese consumers use IOT systems?” and “Do consumers’ cognitive and affect experiences moderate the relationship between…

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2946

Abstract

Purpose

The purpose of this paper is to answer “Why do Chinese consumers use IOT systems?” and “Do consumers’ cognitive and affect experiences moderate the relationship between psychological perception factors and perceived usefulness?”

Design/methodology/approach

In-depth interview with consumers and experts had been conducted and then the perceived psychological factors that influence perceived usefulness had been summarized. Based on a survey test of 337 smart home users, this study applies partial least squares technique analysis to test the research model.

Findings

The research results show that perceived psychological factors (perceived ease of use, perceived intelligence, perceived convenience and perceived privacy risk) have significant effect on the intention and behavior of IOT systems usage through perceived usefulness. Cognitive experience moderates the relationship between perceived ease of use and perceived usefulness, perceived privacy risk and perceived usefulness; affect experience moderates the relationship between perceived ease of use and perceived usefulness.

Research limitations/implications

The current study mainly tested the antecedents of consumers’ usage of IOT systems, and the outcome of using the system was not investigated. Future research can examine the outcome (e.g. satisfaction, perceived value) by using the expectation-confirmation theory.

Originality/value

This study provides a useful insight into the key driving factors in consumers’ intention and behavior of using IOT systems. The previous studies over IOT systems have not observed consumers’ perception of IOT systems, but in fact IOT systems are being applied to more and more personal users.

Details

Information Technology & People, vol. 30 no. 1
Type: Research Article
ISSN: 0959-3845

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Book part
Publication date: 10 December 2015

Chun Kit Lok

Smart card-based E-payment systems are receiving increasing attention as the number of implementations is witnessed on the rise globally. Understanding of user adoption…

Abstract

Smart card-based E-payment systems are receiving increasing attention as the number of implementations is witnessed on the rise globally. Understanding of user adoption behavior of E-payment systems that employ smart card technology becomes a research area that is of particular value and interest to both IS researchers and professionals. However, research interest focuses mostly on why a smart card-based E-payment system results in a failure or how the system could have grown into a success. This signals the fact that researchers have not had much opportunity to critically review a smart card-based E-payment system that has gained wide support and overcome the hurdle of critical mass adoption. The Octopus in Hong Kong has provided a rare opportunity for investigating smart card-based E-payment system because of its unprecedented success. This research seeks to thoroughly analyze the Octopus from technology adoption behavior perspectives.

Cultural impacts on adoption behavior are one of the key areas that this research posits to investigate. Since the present research is conducted in Hong Kong where a majority of population is Chinese ethnicity and yet is westernized in a number of aspects, assuming that users in Hong Kong are characterized by eastern or western culture is less useful. Explicit cultural characteristics at individual level are tapped into here instead of applying generalization of cultural beliefs to users to more accurately reflect cultural bias. In this vein, the technology acceptance model (TAM) is adapted, extended, and tested for its applicability cross-culturally in Hong Kong on the Octopus. Four cultural dimensions developed by Hofstede are included in this study, namely uncertainty avoidance, masculinity, individualism, and Confucian Dynamism (long-term orientation), to explore their influence on usage behavior through the mediation of perceived usefulness.

TAM is also integrated with the innovation diffusion theory (IDT) to borrow two constructs in relation to innovative characteristics, namely relative advantage and compatibility, in order to enhance the explanatory power of the proposed research model. Besides, the normative accountability of the research model is strengthened by embracing two social influences, namely subjective norm and image. As the last antecedent to perceived usefulness, prior experience serves to bring in the time variation factor to allow level of prior experience to exert both direct and moderating effects on perceived usefulness.

The resulting research model is analyzed by partial least squares (PLS)-based Structural Equation Modeling (SEM) approach. The research findings reveal that all cultural dimensions demonstrate direct effect on perceived usefulness though the influence of uncertainty avoidance is found marginally significant. Other constructs on innovative characteristics and social influences are validated to be significant as hypothesized. Prior experience does indeed significantly moderate the two influences that perceived usefulness receives from relative advantage and compatibility, respectively. The research model has demonstrated convincing explanatory power and so may be employed for further studies in other contexts. In particular, cultural effects play a key role in contributing to the uniqueness of the model, enabling it to be an effective tool to help critically understand increasingly internationalized IS system development and implementation efforts. This research also suggests several practical implications in view of the findings that could better inform managerial decisions for designing, implementing, or promoting smart card-based E-payment system.

Details

E-services Adoption: Processes by Firms in Developing Nations
Type: Book
ISBN: 978-1-78560-709-7

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Article
Publication date: 28 October 2013

Ady Milman

The study aimed to investigate the role of staged authenticity on guests' overall experience when visiting a theme park. It also assessed their evaluative perception of…

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4231

Abstract

Purpose

The study aimed to investigate the role of staged authenticity on guests' overall experience when visiting a theme park. It also assessed their evaluative perception of the “real experience” versus the “staged experience.” In addition, the study explored the variables that may predict guest's perceived level of authenticity, realism and truth when experiencing “reproduced” landmarks at a theme park.

Design/methodology/approach

The study's setting was the World Showcase at Disney's Epcot theme park that features well-known “staged” landmarks. The study adopted a theoretical framework initially developed by Naoi that measures guests' perceived authenticity at tourist attractions. Personal interviews were conducted with 336 local residents, domestic and international tourists in Central Florida using a structured questionnaire. Data was analyzed using SPSS and included descriptive statistics, t-tests, and multiple regression analysis.

Findings

Patrons' overall experience at Epcot's World Showcase was perceived to be “unique,” “authentic,” “fantasy,” “exotic,” “adventurous,” “secure,” “safe” and “sanitary.” Respondents also perceived the country pavilions to be “truthful,” the architecture to be “realistic” and the ethnic food to be “authentic.” Respondents' perceived level of authenticity, realism, and truthfulness was predicted by their travel experience, visiting experience to Epcot and other Central Florida's theme parks, demographic characteristics, and several variables that measured perceived authenticity.

Research limitations/implications

The study was conducted in the world's third busiest theme park and therefore, guests' perception of “staged authenticity” may be different in other theme parks. The instrument used was adopted from studies that were not conducted in the theme park industry. The study provided a theoretical contribution on the measurement and prediction of guests' level of perceived authenticity when visiting a theme park. This theoretical framework can be extended to other hospitality operations that present “staged authenticity” settings like hotels, restaurants, festivals, events, retail outlets and more. The findings may also be useful for investors, designers, operators, and marketing executives when developing “staged authenticity” experiences for different market segments.

Originality/value

With the continuing growth of the global theme park industry, coupled with its high capital investment in architecture and design, it is necessary to investigate the impact of “staged authenticity” attributes on the overall guest experience.

Details

Tourism Review, vol. 68 no. 4
Type: Research Article
ISSN: 1660-5373

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Article
Publication date: 26 October 2020

Yeeun Kwon, Jaecheol Park and Jai-Yeol Son

Over-the-top (OTT) services, which provide streaming media through all devices in online setting, have surpassed the traditional content providers in the market. However…

Abstract

Purpose

Over-the-top (OTT) services, which provide streaming media through all devices in online setting, have surpassed the traditional content providers in the market. However, there is still no clear empirical evidence that indicates what recommendation agent values affect the users' search experience while using the OTT services and how it leads to continuous subscription. To address this gap, this study aims to examine recommendation agent values influencing search experience, which in turn affects decision satisfaction and continuance intention.

Design/methodology/approach

This study empirically develops and tests a research model with data obtained from 212 survey respondents in Korea. Structural equation modeling with partial least square approach was used to analyze the data.

Findings

(1) Recommendation agent variables such as match score accuracy, recommended content variety and thumbnail image appeal affect search experience variables such as perceived diagnosticity and perceived serendipity; (2) perceived diagnosticity and perceived serendipity of search experience increase decision satisfaction; and (3) decision satisfaction increases intention to continue to subscribe to OTT services.

Originality/value

Despite the widespread use of recommendation agents in OTT services, limited attention has been paid to understand what specific values of recommendation agents lead subscribers to continue their subscription. The findings of this study clarify subscribers' continuous subscription behavior in OTT services in terms of the recommendation agent values and search experience perspective.

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Article
Publication date: 9 June 2020

Andriani Kusumawati and Karisma Sri Rahayu

To test the effect of experience quality on customer perceived value and customer satisfaction and its impact on customer loyalty to the visitors of natural nuanced…

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2345

Abstract

Purpose

To test the effect of experience quality on customer perceived value and customer satisfaction and its impact on customer loyalty to the visitors of natural nuanced outdoor cafés in the hilly areas of Joyo Agung, Malang.

Design/methodology/approach

This study uses four variables, namely experience quality, customer perceived value, customer satisfaction, and customer loyalty. The population used in this research was all customers or visitors who buy and enjoy the products and services provided by the natural outdoor cafés in Malang. This study used structural equation modeling (SEM) as inferential statistical technique.

Findings

1) Quality experience has a significant effect on customer perceived value, customer satisfaction, and customer loyalty; 2) customer perceived value has a significant effect on customer satisfaction and customer loyalty; and 3) customer satisfaction has a significant effect on customer loyalty.

Originality/value

Based on the results of previous research and the phenomenon that has been described previously, the research gaps found in this study are: (1) the relationship between experience quality and customers’ perceived values. (2) There are differences in the relationship between experience quality and customer satisfaction found in the research, which examines the effect of experience quality on customer loyalty. (3) Experience quality and customer loyalty variables still differ in the research concerning the effect of experience quality on customer loyalty. (4) The influence of customer satisfaction and customer loyalty is still different in the research results regarding the effect of customer satisfaction on customer loyalty.

Details

The TQM Journal, vol. 32 no. 6
Type: Research Article
ISSN: 1754-2731

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Article
Publication date: 15 May 2019

Emerson Wagner Mainardes, Vinicius Costa Amorim Gomes, Danilo Marchiori, Luis Eugenio Correa and Vinicius Guss

The purpose of this paper is to verify the differences of the influence of customer experience quality on brand equity, brand trustworthiness, perceived quality, perceived

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1468

Abstract

Purpose

The purpose of this paper is to verify the differences of the influence of customer experience quality on brand equity, brand trustworthiness, perceived quality, perceived risk and purchase intention of franchise customers and non-franchise customers.

Design/methodology/approach

After developing two questionnaires, the authors collected 523 responses from Brazilian franchise users (Questionnaire 1) and 574 of non-franchise users (Questionnaire 2). The authors proceed to a confirmatory factor analysis, based on covariance (CB-SEM). In order to compare the results between franchises and non-franchises, the authors have performed a multi-group analysis with support of AMOS.

Findings

The results show that customer experience quality of the franchise customers tends to result in a better purchase intention, giving indications of better quality and brand trustworthiness when compared to non-franchises. This comparison shows indications of the competitive advantage of franchises over non-franchises, justifying the investments that market companies have been making in the development of the customer experience quality.

Originality/value

The research contributes to the understanding of the impact of the customer experience quality on brand equity, brand trustworthiness, perceived quality, perceived risk and purchase intention that directly affects the performance of the franchises, empirically investigating the customer experience quality in the context of franchises using the adapted EXQ scale. Complementarily, it is compared with non-franchises to observe the differences between them.

Details

International Journal of Retail & Distribution Management, vol. 47 no. 3
Type: Research Article
ISSN: 0959-0552

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