Experiential Consumption and Customer Satisfaction: Moderating Effects of Perceived Values

Abstract

Perceived value has also been studied to investigate what consumers really want and how to reach their mind over the past decade. Marketers recently had made efforts to integrate the concept of perceived value into experiential marketing strategy. The key of perceived value is to understand not only how they satisfied with the product they purchased, but also how they felt the service they were involved in. The current study aimed to investigate the relationship between experiential consumption and customer satisfaction toward consumers in the resort hotel industry. Applying perceived value as a moderator, the study further examine the level of effect on the relationship between experiential consumption and customer satisfaction. Using purposive sampling method, data was collected from 378 subjects through the self-administrated questionnaire. The result indicated that all dimensions of experiential consumption had positive effect on customer satisfaction. Both dimensions of perceived value, in addition, showed positive effects on customer satisfaction. Perceived value was proven to have partially moderating effects on the relationship between experiential consumption and customer satisfaction. Suggestions and managerial implications were discussed in the study, and would provide contribution both to the body of knowledge in the filed of marketing management.

Pengaruh Experiential Marketing dan Zoo Image terhadap Revisit Intention dengan Experiential Satisfaction sebagai Variabel Intervening

“…Kesulitan tersebut terjadi karena pengunjung merasa tidak puas dengan pengalaman yang didapat sehingga menyebabkan ketidakinginan untuk berkunjung kembali. Sesuai dengan pendapat Indarwati & Tiarawati (2015), Tsaur et al (2007), Li & Lee (2016), Lin (2019), dan Chen & Chen (2010) satisfaction dipengaruhi oleh experiential marketing. Masalah pada KBS seperti yang telah disebutkan dapat membuat pengalaman yang didapat pengunjung menjadi tidak sesuai dengan harapan.…”

“…Peristiwa ini tidak sejalan dengan Wu et al (2018), Wu et al (2016) dan Prayag et al (2015) bahwa image baik dan pengalaman yang didapat pengunjung optimal akan berdampak pada kepuasan yang dirasakan dan memengaruhi keinginan pengunjung untuk berkunjung kembali. Peristiwa di atas juga tidak sejalan dengan penelitian Indarwati & Tiarawati (2015), Tsaur et al(2007), Li & Lee (2016), Lin (2019), dan Chen & Chen (2010) di mana experiential satisfaction akan meningkat jika experiential marketing yang diberikan positif dan sesuai bahkan melebihi harapan pengunjung sehingga memengaruhi keinginan mereka untuk berkunjung kembali di kemudian hari.…”

“…Tsaur et al (2007) mendapatkan hasil di mana experiential marketing yang dilakukan pada Kebun Binatang Taipei berpengaruh positif terhadap emosi dan memengaruhi satisfaction. Li & Lee (2016) Pengunjung merasa puas jika pengalaman yang didapatkan melebihi harapan mereka. Kepuasan dapat membuat pengunjung ingin berkunjung dikemudian hari.…”

Antecedentes e Consequentes do Valor Percebido em Usuários de Smartphone

“…Por conseguinte, pesquisas anteriores (Teixeira & Hernandez, 2012;Isabella, Mazzon & Dimoka, 2017) mencionam que o valor percebido impacta o boca-a-boca como também a recompra de um produto. Entretanto, embora existam estudos sobre atributos relacionados a motivações (hedônicas, utilitárias e sociais) do usuário, valor percebido, intenção de recompra e o boca-a-boca positivo (Dhar & Wertenbroch, 2000;Kim, Kim, & Wachter, 2013;Ladeira, Nique, Pinto & Borges, 2016;Li & Lee, 2016;Haba et al, 2017;Milan, Lima, Eberle, Toni & Bebber, 2017a), foram identificadas lacunas na literatura.…”

“…Embora existam estudos sobre motivações (hedônicas, utilitárias e sociais) do usuário, valor percebido, intenção de recompra e no boca-a-boca (Dhar & Wertenbroch, 2000;Kim et al, 2013;Ladeira et al, 2016;Li & Lee, 2016;Haba et al, 2017;Milan et al, 2017a), tais estudos mencionaram a necessidade de ampliação das análises. A partir do modelo do estudo de Kim et al (2013), no qual os autores testaram, dentre outras hipóteses, a influência das motivações hedônica, utilitária e social com o valor percebido, o presente estudo contribuiu teoricamente ao mensurar tipos de atributos de cada motivação relatada no estudo anterior, relacionando-as com o valor percebido de usuários de smartphones, preenchendo uma lacuna teórica identificada anteriormente.…”