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Open Access
Article
Publication date: 31 January 2024

Ali Sevilmiş, Mehmet Doğan, Pablo Gálvez-Ruiz and Jerónimo García-Fernández

The user experience during the use of activities and services is a fundamental aspect for sports managers and can provide a competitive advantage. The purpose of this study was to…

Abstract

Purpose

The user experience during the use of activities and services is a fundamental aspect for sports managers and can provide a competitive advantage. The purpose of this study was to identify the dimensions of experiential quality and the relationship of this construct with customer trust and customer satisfaction in achieving behavioral intention.

Design/methodology/approach

Using a convenience sampling technique, a total of 322 gym users in Turkey participated. A two-step approach was used to test both the model and the research hypotheses [confirmatory factor analysis (CFA) and structural equation modeling (SEM)].

Findings

The interaction quality, physical environmental quality, outcome quality and enjoyment quality were positively related to experiential quality. Similarly, the experimental quality was positively related to customer satisfaction and customer trust. Finally, customer satisfaction was related to behavioral intentions.

Originality/value

This study provides empirical evidence about the importance of experiential quality to gain a competitive advantage in the context of fitness centers.

Details

International Journal of Sports Marketing and Sponsorship, vol. 25 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 31 August 2023

Rita Ambarwati and Dewi Komala Sari

This study aims to determine the effect of Islamic branding, experiential marketing and word of mouth on college decisions and to find marketing strategies through strengthening…

Abstract

Purpose

This study aims to determine the effect of Islamic branding, experiential marketing and word of mouth on college decisions and to find marketing strategies through strengthening Islamic branding based on experiential marketing to increase the number of students at Muhammadiyah-Aisyiyah Higher Education.

Design/methodology/approach

This study used a quantitative method, with data collection carried out using a survey method by giving questionnaires to respondents. The respondents' criteria are active students, at least in semester three, who have studied at Muhammadiyah-Aisyiyah Higher Education in Indonesia, using a sampling technique with accidental sampling. Data analysis used Partial Least Square - Structural Equation Modeling to determine the estimated results or model predictions.

Findings

The results showed a significant direct effect of experiential marketing, Islamic branding and word of mouth on college decisions. There is an indirect effect between experiential marketing and Islamic branding on college decisions through word of mouth, but the word-of-mouth variable could not mediate the relationship between experiential marketing and Islamic branding on college decisions perfectly.

Research limitations/implications

The limitation of the results of the study is that it uses respondents who are and have participated in learning activities on the Muhammadiyah-Aisyiyah Higher Education, where the Muhammadiyah-Aisyiyah Higher Education has added value compared to other private campuses. The added value on the Muhammadiyah-Aisyiyah Higher Education is the overall learning activity based on Kemuhammadiyahan Islam in Indonesia. Islam Kemuhammadiyahan is the identity of the Islamic branding strategy on the Muhammadiyah-Aisyiyah Higher Education, which is only owned by the Muhammadiyah-Aisyiyah Higher Education.

Practical implications

This study recommends marketing strategies through strengthening Islamic branding based on experiential marketing to increase the number of students at Muhammadiyah-Aisyiyah Higher Education.

Originality/value

The novelty of this research is the addition of experiential marketing and Islamic branding variable measurements on word of mouth and college decisions, especially prospective students to study at Islamic Higher Education in Indonesia.

Details

Journal of Islamic Marketing, vol. 15 no. 3
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 16 August 2023

Sahil Singh Jasrotia, Kalyani Mulchandani and Shalini Srivastava

COVID-19 pandemic led to changes in the mental processes of tourists towards online travel agents. Therefore, the study aims to determine the factors affecting experiential…

Abstract

Purpose

COVID-19 pandemic led to changes in the mental processes of tourists towards online travel agents. Therefore, the study aims to determine the factors affecting experiential loyalty intention of travellers during pre- and post-COVID times.

Design/methodology/approach

Empirical data analysis using structural equation modelling was performed in the study.

Findings

Results indicate that there is a change in the mental process of tourists. Travel companies need to understand that post-COVID, travel has transformed into a completely new world and it is essential to change behaviour accordingly. Traveller’s satisfaction would still be the key to driving loyalty of travellers towards a company.

Research limitations/implications

The study implies that managers must put more effort into creating confidence among travellers because many people are still scared to travel due to the prevalence of the COVID-19 virus. Motivation to travel has declined significantly, which can only be regenerated if managers develop great strategies to drive demand from people.

Originality/value

This study will help in filling the gap that exists in extant literature of tourism by developing a robust model for analysing the factors enhancing experiential loyalty intention of travellers towards online travel agents in the pre- and post-COVID scenarios.

Details

Consumer Behavior in Tourism and Hospitality, vol. 18 no. 4
Type: Research Article
ISSN: 2752-6666

Keywords

Article
Publication date: 30 May 2023

Hu Meng, Yangyang Sun, Xinxin Liu, Yujia Li and Yingjie Yang

An experiential retailing strategy is considered cardiotonic for consumers and brands. When such a stimulus is used, what cognition and behaviors are generated is an issue worthy…

Abstract

Purpose

An experiential retailing strategy is considered cardiotonic for consumers and brands. When such a stimulus is used, what cognition and behaviors are generated is an issue worthy of study. Therefore, the purpose of this study is to explore the factors and mechanisms that affect consumer response and relationship quality through empirical research.

Design/methodology/approach

Based on theoretical deduction, this paper proposes a conceptual model that includes four antecedents: experiential scene atmosphere (ESA), highlight design, interaction approach and value fit. These affect consumer–brand relationship quality (CRQ) through consumer identification (CI), brand identity (BI) and experiential immersion degree. In two rounds of predictive tests, 624 and 481 valid data were collected, respectively, and the feasibility of the scale was verified scrupulously. Furthermore, 427 participants reported the participants' tendencies in a formal empirical study.

Findings

The results show that the direct effects of antecedents, mediators and dependent variables are significant. Although the mediating effect of BI in experiential highlighting design on CRQ is not supported, other consumer response variables have a full or partial mediating effect.

Originality/value

This study not only functions as an innovation of research perspective enriching the theoretical framework of the influence mechanism of experiential retailing, but also strengthens the discussion on the role of value fit, especially emotional value fit, in experiential retailing.

Details

International Journal of Retail & Distribution Management, vol. 51 no. 7
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 27 June 2023

Denise Pape and Waldemar Toporowski

Experiential stores offer potential for emotional brand-consumer connections and word-of-mouth (WoM) generation. Past research links the lifecycle of such stores with perceived…

Abstract

Purpose

Experiential stores offer potential for emotional brand-consumer connections and word-of-mouth (WoM) generation. Past research links the lifecycle of such stores with perceived novelty, a defining characteristic that has not received sufficient recognition. Scarce products are identified as a promising strategy to enhance novelty perceptions. Additionally, the authors differentiate between electronic and interpersonal WoM, and consider need for uniqueness (NFU) as a relevant personality variable.

Design/methodology/approach

This study encompasses three experiments that seek to shed light on suggested relationships. The first two experiments explore the interplay between scarcity, perceived novelty, and WoM. Moving forward, the third study delves deeper into the matter, scrutinizing the conditions under which scarce products manifest their utility in experiential stores.

Findings

The findings indicate that incorporating scarce products can rejuvenate the novelty aspect of experiential stores and promote positive WoM outcomes. Additionally, including NFU as a personality variable presents a communication dilemma, as high NFU individuals tend to engage more in electronic WoM but less in interpersonal WoM. However, this relationship is contingent on circumstances, with high NFU individuals showing a greater inclination towards interpersonal WoM when the probability of being imitated is low.

Practical implications

This study offers practical guidance for brand managers aiming to sustain the appeal and success of their experiential stores, as well as for commercial real estate managers seeking to revitalize vacant spaces in the post-COVID-19 era.

Originality/value

This pioneering study investigates the role of perceived novelty and scarce products in experiential stores, aiming to identify optimal conditions for favorable consumer responses. It also contributes to research on the forward spillover effect and underscores the importance of interpersonal proximity in WoM investigations.

Details

International Journal of Retail & Distribution Management, vol. 51 no. 9/10
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 12 August 2022

Ananda Sabil Hussein, Sumiati Sumiati, Raditha Hapsari and Juhaida Abu Bakar

This study aims to explore the structure and dimensions of experiential quality in the context of Indonesian Bank 4.0. Moreover, this study also explains the process of how…

Abstract

Purpose

This study aims to explore the structure and dimensions of experiential quality in the context of Indonesian Bank 4.0. Moreover, this study also explains the process of how experiential quality generates customer loyalty (CL) by testing the mediation role of both customer trust (CT) and customer engagement (CE).

Design/methodology/approach

Two sequential smaller studies were conducted to answer the proposed research objectives. The first study was an exploratory study involving two series of focus group discussions and a survey with a self-administered questionnaire. The second study was an explanatory study. Similar to the first study, a self-administered questionnaire was employed to collect the data. A total of 410 participants participated in this study for both the first and second study. Exploratory factor analysis was used to analyse the data in the first study, while Partial Least Squares was employed to test the relationship amongst variables in the second study.

Findings

This study found that Bank 4.0 experiential quality is a multidimensional construct with access reliability (AR), digital interaction (DI) and security (SC) as the primary dimensions. In addition, this study suggested that Bank 4.0 experiential quality is proven to indirectly affect CL through a serial mediation process. In the serial mediation process, this study found that CT and CE are robust mediator variables.

Originality/value

This study revealed that Bank 4.0 experiential quality is a multidimensional construct with three primary dimensions: AR, DI and SC. This finding proves that the bank 4.0 experiential quality dimension is different from the conventional banking experiential quality. In addition, this study showed the process of how Bank 4.0 experiential quality is transformed into CL. In addition, this current research discovered that CE and CT serially mediated the impact of bank 4.0 experiential quality on CL that has not been explored by the previous research in the banking industry.

Details

The TQM Journal, vol. 35 no. 7
Type: Research Article
ISSN: 1754-2731

Keywords

Article
Publication date: 17 March 2023

Wided Batat

In this viewpoint article, the author proposes “experiential research” as a comprehensive and integrative methodological framework researchers can apply for data collection and…

Abstract

Purpose

In this viewpoint article, the author proposes “experiential research” as a comprehensive and integrative methodological framework researchers can apply for data collection and analysis in a hybrid setting: “phygital,” combining physical places and digital spaces. This thought piece aims to advance existing research methodology frameworks by proposing a comprehensive methodological framework that allows marketing researchers to examine consumer behaviors in phygital settings.

Design/methodology/approach

An experiential research methodology framework is proposed by reviewing existing methodologies, along with considering the phygital as a new consumption context. The proposed framework can help marketing researchers use multiple data collection processes to create rich insights and develop an in-depth understanding of consumer behaviors in hybrid settings, such as the phygital.

Findings

The experiential research framework emphasizes the shift in methodological thinking by considering four main types of methods – i.e. experiential screening, experiential interaction, experiential immersion and experiential reflexivity – marketing researchers can use to examine consumer behaviors in phygital settings.

Originality/value

By embracing experiential research as a more flexible and adaptable methodological framework to examine phygital settings, marketing and consumer behavior scholars can develop deep knowledge of the examined phenomenon while shifting from online to offline fields, and inversely.

Details

Qualitative Market Research: An International Journal, vol. 26 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 8 July 2021

Reijo Savolainen

To specify the nature of experiential information by examining how such information is articulated and shared in online discussion.

Abstract

Purpose

To specify the nature of experiential information by examining how such information is articulated and shared in online discussion.

Design/methodology/approach

Experiential information is approached by identifying two constitutive aspects: (1) sensory information that an individual obtains from noticeable events lived through by means of human senses such as sight and touch and (2) cognitive–affective information that is indicative of how the individual interprets such events by means of cognitive operations like comparison and evaluation, as well as appraises the affective valence of such events. To examine the nature of experiential information, an empirical study was made by analysing how people articulate sensory and cognitive–affective information in online discussion about the COVID-19 epidemic. To this end, a sample of 1773 messages posted to the online forum hosted by the Canadian Broadcasting Company was scrutinized by means of descriptive statistics and qualitative content analysis.

Findings

Experiential information was mainly articulated in the depiction of visual observations of lived-through events, as well as in their comparison and evaluation. Experiential information was often articulated in conjunction with information of other types, most notably topic-related opinions, neutral descriptions of COVID-19 related issues and suggestions offered to fellow participants.

Research limitations/implications

As the study concentrated on the sharing of experiential information about the COVID-19 epidemic in an online discussion forum, the findings cannot be extended to concern the exchange of experiential information in other contexts.

Originality/value

The study is among the first to characterize empirically the nature of experiential information by examining the articulations of online discussants.

Details

Journal of Documentation, vol. 78 no. 2
Type: Research Article
ISSN: 0022-0418

Keywords

Article
Publication date: 12 December 2016

Mark Scott Rosenbaum, Mauricio Losada Otalora and Germán Contreras Ramírez

The purpose of this paper is to illustrate that mall shoppers who participate in a mall’s experiential offerings, including entertainment and activities, do not necessarily…

1679

Abstract

Purpose

The purpose of this paper is to illustrate that mall shoppers who participate in a mall’s experiential offerings, including entertainment and activities, do not necessarily exhibit more favorable attitudes or behaviors toward the mall than mall shoppers who do not participate in these offerings.

Design/methodology/approach

This study employs survey methodology from a sample collected in an expansive regional mall that offers customers experiential activities.

Findings

The findings show that mall shoppers who partake in mall-based activities are less satisfied, are less likely to spread positive word of mouth, and have lesser desire to return to the mall than shoppers who do not partake in these activities. The findings also reveal that mall expenditures are the same between shoppers who partake in mall activities and those who do not.

Research limitations/implications

Researchers have argued that malls can compete with digital retailers by offering shoppers experiential activities. Although segments of shoppers partake in these activities, this study finds that experiential investments do not result in significant favorable shopper outcomes.

Practical implications

Mall developers that implement experiential offerings as a means to combat competition from digital retailers may not attain managerially relevant results from doing so.

Originality/value

Although retailing academics and consultants espouse the idea that retailers can obtain financial benefits by creating memorable experiences for shoppers, this research offers empirical evidence that counters these speculations. In the case of enclosed malls, investments in experiential features and activities may not lead to improved shopper attitudes, behaviors, or sales.

Details

International Journal of Retail & Distribution Management, vol. 44 no. 12
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 10 May 2013

Mark Lang and Neal H. Hooker

The purpose of this paper is to investigate whether the influence of shopping experience on consumer satisfaction shown in non‐food retail sectors has a similar effect in food…

2409

Abstract

Purpose

The purpose of this paper is to investigate whether the influence of shopping experience on consumer satisfaction shown in non‐food retail sectors has a similar effect in food retailing, specifically with large‐scale grocery retailers. The paper also investigates differences in shopping experience and its effect across different retail settings.

Design/methodology/approach

An empirical study of a customer satisfaction database combining satisfaction with store attributes across several large‐scale grocery retailers in the specialty, traditional, and discount sectors. Hierarchal regression is used to meaure the effect of a composite shopping experience index on overall satisfaction, after controlling for basic economic factors of food shopping such as product quality, assortment, availability, and prices.

Findings

There was support for three hypotheses, suggesting that: food shopping experience effects overall consumer satisfaction for grocery retailers; shopping experience varies across different grocery retail settings; and the effect of food shopping experience on consumer satisfaction varies across grocery retail settings.

Research limitations/implications

Data report a single point in time and aggregate measures. Guidance is provided for food retailers wanting to further develop shopping experience to impact consumer satisfaction.

Originality/value

The paper gives important empirical support for the influence of shopping experience on customer satisfaction for large‐scale grocery retailers and across various retail settings.

Details

British Food Journal, vol. 115 no. 5
Type: Research Article
ISSN: 0007-070X

Keywords

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