Dissertation/Thesis Abstract

An examination of consumer experience and relative effects on consumer values
by Walls, Andrew, Ph.D., University of Central Florida, 2009, 197; 3383699
Abstract (Summary)

In the ever changing business climate, the service sector has become a major focus of attention. One key aspect of this competitive environment is the effort of many businesses to differentiate themselves by creating unique customer experiences that accompany their products and services. The challenge to creating memorable consumer experiences is the proper identification of specific characteristics that influence experiences and gaining better understanding of how these impact consumers perceived values. To this end, this study attempted to develop a model that identifies influencing dimensions of consumer experiences and investigates the composition of consumer experiences and the relative outcome on consumer’s perceived values in a hospitality setting.

To facilitate this research objective, a model was presented which proposed that consumer experiences are composed of both physical and human interaction characteristics. The consumer’s perspective of these characteristics, and hence the actual service experience, are affected by situational factors and individual characteristic which in return impact perceived emotive and cognitive values. A set of propositions are presented based on the model and literature review to measure the relationship between these factors. To initiate this research, an intercept survey approach was taken. Four hundred sixty-two (462) surveys were completed by hotel guests staying in one of three market segments in Orlando, FL. Participants completed the self-administered survey by answering questions concerning their current stay experience relating to physical environment, human encounters, trip-related factors, individual characteristics, and perceived values.

Overall, the results found that trip-related factors and individual characteristics affect perceptions of physical environment and human interactions consumer experiences during their hotel stay. In addition, the results revealed that both physical environment and human interactions have significant and positive relationship with perceived values. These results can give lodging managers a better understanding of the composition of consumer experiences and how these events influence perceived values.

Indexing (document details)
Advisor: Wang, Youcheng Raymond
School: University of Central Florida
School Location: United States -- Florida
Source: DAI-A 70/11, Dissertation Abstracts International
Subjects: Marketing, Recreation
Keywords: Consumer, Consumer experience, Experience marketing, Hotel experience, Hotels, Individual characteristics, Perceived values, Situational factors, Values
Publication Number: 3383699
ISBN: 978-1-109-48034-4
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