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Examines differences in emotional and rational advertising appeal use across experiential and utilitarian services for 11 culturally diverse countries. Pooled across countries, rational appeals were found to be more dominant in utilitarian service advertising, while emotional appeals were used more heavily in experiential service advertising. On a country by country basis, utilitarian service advertisements consistently used a larger number of rational appeals, and experiential service advertisements contained more emotional appeals. Finally, culture appeared to influence the use of appeals more when the appeals were important to the service selling premise. That is, more variation across cultures was observed for emotional appeal use in experiential service advertising, and more variation was observed for rational appeal use in utilitarian service advertising.

As social media platforms become increasingly popular among service firms, many US hospitals have been using social media as a means to improve their patients’ experiences. However, little research has explored the implications of social media use within a hospital context. The purpose of this paper is to investigate a hospital’s customer engagement through social media and its association with customers’ experiential quality. Also, this study examines the role of a hospital’s service characteristics, which could shape the nature of the interactions between patients and the hospital.

Data from 669 hospitals with complete experiential quality and demographic data were collected from multiple sources of secondary data, including the rankings of social media friendly hospitals, the Hospital Compare database, the Center for Medicare and Medicaid (CMS) cost report, the CMS impact file, the Healthcare Information and Management Systems Society Analytics database and the Dartmouth Atlas of Health Care. Specifically, the authors designed the instrumental variable estimate to address the endogeneity issue.

The empirical results suggest a positive association between a hospital’s social media engagement and experiential quality. For hospitals with a high level of service sophistication, the association between online engagement and experiential quality becomes more salient. For hospitals offering various services, offline engagement is a critical predictor of experiential quality.

A hospital with more complex services should make efforts to engage customers through social media for better patient experiences. The sample is selected from databases in the US, and the databases are cross-sectional in nature.

Not all hospitals may be better off improving the patient experience by engaging customers through social media. Therefore, practitioners should exercise caution in applying the study’s results to other contexts and in making causal inferences.

The current study delineates customer engagement through social media into online and offline customer engagement. This study is based on the theory of customer engagement and reflects the development of mobile technology. Moreover, this research may be considered as pioneering in that it considers the key characteristics of a hospital’s service operations (i.e., service complexity) when discovering the link between customers’ engagement through a hospital’s social media and experiential quality.

This paper aims to evidence the importance of art professionals’ participation in experiential innovation processes, in particular for the gastronomic experiential services, likewise their support to maintain companies at the vanguard in a market of experiences.

Data are collected, in the first phase, through an elaborated questionnaire. In the second phase, a list of companies is created, based on the qualification that users give to the category “creative gastronomy”, in different online portals of restoration.

The authors found that art professionals are a strategic and differentiating element for companies that want to break away from the market and increase their revenues. The third part of the interviewed companies that innovate in services experience processes are conformed by multidisciplinary teams, some of the companies take into account the coalition of art professionals with kitchen professionals. This coalition has allowed the companies to increase its billing, stay at the vanguard of the market and more important to maintain their gastronomic experiences services.

One of the main obstacles for conducting this research was observed when carrying out the surveys, as the concept of “team” in the studied sector is not understood as part of the daily administration.

The teams that have made this coalition type, and those that have teams of other specialized professional profiles, have increased their sales through the creation of gastronomical experiences. However, in this research, it is observed that, the companies that combine their teams and do a co-design work and co-development idea have been able to stay at the vanguard of the service and considerably increase their billing.

Human resources, with their respective competitions, abilities, techniques and knowledge, are the fundamental base in this type of service. The creation of strategic relationships with other companies or individuals, for either managerial alliances or recruitment and disposition of multidisciplinary teams at the internal level, could be more natural and generate new business opportunities.

The contribution of the paper focuses on the analysis about art professionals’ (artists) role at the time companies decide to sell sensations and emotions to a new consumer profile.

This chapter explores the relationship between emotional design and customer experience. It begins with an introduction to the concept of emotional design, comprising behavioral, visceral, and reflective elements. Next, the nature of service experiences is examined, leading to a framework that classifies services according to their functional and experiential positions. Understanding customer goals allows this framework to be used to design customer experiences, in terms of the journey that customers take when consuming a service. The chapter then discusses the cognitive traits associated with designers and argues that they are well suited to understanding the customer journey and designing the prerequisites for the desired experience. Two different approaches to understanding and acting on customer requirements are explored – user centered and design driven.

The purpose of this paper is to examine the influence of experiential marketing modules, service quality and social judgement on experiential values of young customers. The paper also investigates the effects of experiential values on customer satisfaction (CS) and post-purchasing behaviour. In addition, the paper intends to strengthen the shift in marketing paradigm and to provide insightful enhancements to the literature.

An instrument was developed to measure how strategic experiential module (Schmitt, 1999), social judgement module (Rosenberg et al., 1968) and service quality perceptions of customers influence functional and emotional values. Primary data were gathered through surveying 402 respondents in order to diagnose young customers’ experiences in popular coffee stores in Phnom Penh, Cambodia. The constructs and their interrelationships were examined based on partial least square-structural equation modelling (PLS-SEM).

The results of PLS-SEM were found to be adequate in terms of validity and reliability. The results revealed that some of experiential modules and service quality have positive stimuli on experiential values. These contributions postulate an impetus for potential exploration in numerous service settings.

The study assesses the effect of shopping experiences of young customers on experiential values, social judgement, CS and post-purchase shopping attitudes. It is anticipated that by filling this gap, this study will assist in strengthening marketing strategies, which requires an alteration in the existing business atmosphere. The suggestions and results for future research are discussed in detail accordingly.

The purpose of this paper is to explore the structural relationship between experiential loyalty and its seven drivers – interaction quality, physical environment quality, outcome quality, affective quality, experiential quality, experiential trust and experiential satisfaction in the context of Islamic banks.

The data used in this study were based on a convenience sample of 474 respondents from Jakarta, Bogor and Depok in Indonesia.

Interaction quality, physical environment quality and outcome quality positively influence experiential quality, which in turn, leads to experiential trust. Also, experiential trust has a positive influence on experiential satisfaction. Both experiential trust and experiential satisfaction are determinants of experiential loyalty.

The results will assist Islamic bank management in developing and implementing market-orientated service strategies to increase interaction quality, physical environment quality, outcome quality, affective quality experiential quality, experiential trust and experiential satisfaction in order to increase experiential loyalty.

This paper provides data that result in a better understanding of the relationships among interaction quality, physical environment quality, outcome quality, affective quality, experiential quality, experiential trust, experiential satisfaction and experiential loyalty in the context of Islamic banks.

The purpose of this paper is to examine the influence of experiential modules and service quality on perceived values of young customers and, respectively, on satisfaction and word of mouth, as well as intention to pay more and revisit. In this endeavour, the study illustrates unique the context of experiential modules and attempts to highlight several improvements in the literature.

An instrument was developed to measure how strategic experiential module, social judgment module and service quality perceptions of customers influence their functional and emotional experiential value. Primary data, which were gathered by surveying 660 respondents, diagnosed young customers’ experiences in well-known coffee shops in Phnom Penh, Cambodia. Measurement of constructs and its interrelationships were examined based on partial least square–structural equation modelling (PLS–SEM).

The results of SEM through PLS method were acceptable in terms of reliability and validity. The empirical results revealed that some of strategic experiential modules and service quality perceptions of young customers have positive influences on experiential value. These contributions postulate an impetus for future research in various service settings.

Regarding the role, the study assesses the role of shopping experiences of young consumers on experiential value, customer satisfaction and post-purchase attitudes. It is anticipated that by filling this knowledge gap, the research will assist in strengthening marketing strategies, which require an adjustment in the current business environment. The detailed results and suggestions for future research are discussed further.

The purpose of this paper is to identify the dimensions of experiential quality and examining the interrelationships among experiential quality, experiential satisfaction, perceived value, experiential trust and experiential loyalty using a multi-dimensional and hierarchical model as a framework perceived by coffee chain customers.

The data used in this study were based on a sample of 428 customers at Starbucks in Taipei City of Taiwan. Data were analyzed using exploratory factor analysis and confirmatory factor analysis.

The findings reveal that there are four primary dimensions and 13 sub-dimensions of experiential quality in a coffee chain. In addition, the results indicate that affective quality is identified as the most primary dimension of experiential quality perceived by coffee chain customers. Experiential quality significantly influences perceived value and experiential trust, respectively. Also, experiential satisfaction is influenced by perceived value, experiential quality and experiential trust. Furthermore, experiential satisfaction and experiential trust are determinants of experiential loyalty.

This is the first study identifying experiential quality, experiential satisfaction, perceived value, experiential trust and experiential loyalty in the context of coffee chains.

The objective of this study was to investigate the effect of involvement on consumers’ external search activities across several service settings. Two of the services were credence services (life insurance and furnace overhaul) and two services were experiential services (exercise club and Caribbean vacation). Involvement was measured with a two‐dimensional nine‐item scale, the dimensions being importance and involvement. External search was assessed using a seven‐item two‐dimensional scale, source and effort in search. Self‐administered surveys were completed by 331 residents of a major Midwestern US city. The results indicate that, across all four services, involvement does indeed influence consumers’ propensity to search externally. Finally, the implications of the findings for marketing managers are discussed.