Lifestyle and Experience: brand aspects in the view of the users

Scharf, Edson Roberto

doi:10.7819/rbgn.v13i38.700

Cited by 1 publication

(2 citation statements)

References 7 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The experience economy is the base theory of this study. It is related to customer experience and is an important element to consider in the creation of competitive advantage (Verhoef et al, 2009;Pine & Gilmore, 1999, 2011Shaw, 2005;Schmitt, 2003). According to Pine and Gilmore (2011), experiences are related to a new strength that can generate business growth by adding value to the organization.…”

Section: Literature Reviewmentioning

confidence: 99%

“…For Carbone and Haeckel (2005), experiences are related to the impressions that customers have when searching for products, business and services that can impact on their perception of value. Shaw (2005) All these theories focus on dimensions of experience using components similar to Pine and Gilmore's four realms of experiences (Pine & Gilmore, 1999, 2011Gilmore & Pine, 2002a, 2002b. According to the authors, the experience economy is an emerging paradigm for enhancing business performance across a wide range of industries.…”

Section: Literature Reviewmentioning

confidence: 99%

See 1 more Smart Citation

Turning a commodity into an experience: the “sweetest spot” in the coffee shop

Branco

Kobakova

2018

Innovative Marketing

View full text Add to dashboard Cite

Commodities are products with low economic value, but when related to experience, they can turn into profitable businesses. In the present work, the authors seek to understand consumer behavior in the coffee industry, guided by the following research question: How can customer experience affect price perception? To answer this question, the researchers conducted an analysis using the four realms of experience from Pine and Gilmore (1999, 2011) – entertainment, education, esthetics, and escapist – and how they behave according to different kinds of customer experience, as well as their relation to price perception. To understand this, the authors conducted qualitative research with 40 consumers in two important coffee companies: Starbucks and Costa Coffee. The coffee shops analyzed are located in the city of Marbella, Spain. The results of this research show that customers are aware of the price discrepancy, but still frequenting coffee shops for different experiences according to their interests. This work is groundbreaking because of the analysis of the four realms of experience and its correlation with the price perception. The authors also introduced to the customer experience field the analysis of the four realms in the coffee shop industry. Finally, from the research results, the authors suggest various managerial practices that can improve customer experience and the perception of prices.

show abstract

Section: Literature Reviewmentioning

confidence: 99%