Exploring the Relationship between Experiential Marketing and Experiential Value in the Smartphone Industry

Abstract

The rapid evolution of marketing that focuses from product to service to experience has challenged the marketing researchers to engage experiential marketing approach in designing the marketing strategies by involving customers (Maklan & Klaus, 2011). Most of the smart phone producers have started to embed the concepts of experiential marketing and experiential value in positioning and promoting their products via a series of advertising campaigns. The objective of this research is to investigate the relationships between experiential marketing and experiential value among the current smart phone users in Malaysia. Quantitative research was conducted through the self-administered survey and a total of 550 questionnaires were distributed based on the cross-sectional study. Regression analysis was used to analyse the statistical data through the SPSS software version 20. The research confirmed the significant positive relationships of sense experience, feel experience, act experience, relate experience, and think experience with experiential value.

Vamos almoçar? Um estudo da relação hospitalidade, qualidade em serviços e marketing de experiência na satisfação dos clientes de restaurantes

“…Apesar do marketing de experiência ser um tema de estudo novo, principalmente no Brasil, verifica-se em diversos estudos sua relevância e atualidade, pois no enfoque da experiência de compra como já relatado nos estudos de Liu (2016), Schmitt (1999;2010), Tynan & McKechnie (2009) e Walls (2013 ou ainda a importância da economia da experiência conforme os estudos de Pine & Gilmore (1999) e Tarţa (2013) reforçando e corroborando o aceite da hipótese, pois o cliente está interessado nos produtos e serviços que vão além da compra e suas dimensões (Maghnati et al, 2012) tais como sentido, emoção, sensação ou ações. (Liu, 2016;Maghnati et al, 2012;Schmitt, 1999Schmitt, , 2010Tynan & McKechnie, 2009) Finalmente a quarta hipótese (H 4 ) deste estudo analisou a influência da satisfação na fidelização do cliente de restaurantes frequentados em horário comercial da cidade de São Paulo. Esta hipótese foi confirmada conforme apresentado na Tabela 3, verifica-se uma variância total explicada de 0,837 ou seja, 83,7% da variável dependente consegue ser explicada pelos regressores presentes no modelo.…”

“…(Liu, 2016;Schmitt, 2010;Tynan & McKechnie, 2009;Walls, 2013) O estudo sobre o marketing de experiência de acordo com Tarţa (2013) iniciou-se com o conceito de "Economia de Experiên-cia" de (Pine & Gilmore, 1999) em que os autores definem como a satisfação gerada em uma experiência de compra em que os sentidos, envolvimento confortável, experiência personalizada e criação de valores únicos no processo de compra. (Liu, 2016;Pine & Gilmore, 1999;Tarţa, 2013) O marketing de experiência envolve diversos aspectos e não se limita a uma única dimensão, (Maghnati, Ling, & Nasermoadeli, 2012) com base nos estudos desenvolvidos por Schmitt (1999) abordam cinco dimensões para caracterizar a experiência de compra, sendo: sentidos, emoções, sensações, ações e relevância conforme Quadro 3 (Liu, 2016;Maghnati et al, 2012;Schmitt, 1999Schmitt, , 2010Tarţa, 2013). A semântica da escala original de Liu (2016) foi adaptada para se adequar ao objeto de estudo, sendo o conjunto dos construtos considerados uma escala.…”

Analisis Perbandingan Experiential Value antara Hong Tang dan Black Ball serta Hubungannya dengan Customer Satisfaction

“…Value bersifat subjektif dan tercipta berdasarkan pertukaran pengalaman yang terjadi dalam proses transaksi atau persepsi individu (Lee dan Overby dalam Maghnati et al, 2012). Peter dan Olson (2010) menyatakan bahwa sebuah value yang dipuaskan biasanya menghasilkan dampak positif (kesenangan, sukacita, kepuasan); sebaliknya sebuah value yang dihalangi menghasilkan dampak negatif (frustasi, kemarahan, kekecewaan).…”

“…Peter dan Olson (2010) menyatakan bahwa sebuah value yang dipuaskan biasanya menghasilkan dampak positif (kesenangan, sukacita, kepuasan); sebaliknya sebuah value yang dihalangi menghasilkan dampak negatif (frustasi, kemarahan, kekecewaan). Maghnati et al (2012) menyatakan bahwa experiential value dapat diciptakan melalui pengalaman dalam mengkonsumsi produk atau jasa. Literatur marketing saat ini menonjolkan pentingnya service experience dan menyarankan bahwa penyedia jasa tidak cukup hanya menciptakan lingkungan teatrikal (menyediakan kesenangan dan hiburan), tetapi juga harus mendorong pelanggan untuk berpartisipasi dalam service experience (Mathwick et al dalam Line, 2012).…”

Experiential Consumption and Customer Satisfaction: Moderating Effects of Perceived Values

“…Since "experience economy" was introduced by Schmitt (1999), marketers seemingly have paid more attention to rethink their marketing mix. Today, what consumers really wants would not only be satisfaction of product function, design, store decoration and service quality, but also the values added gained from during the process, interaction, or feeling of the consumption (Maghnati, Ling, & Nasermoadeli, 2012). External attributes such as function, shape, appearance, color, decoration, as well as internal attributes such as preference, interaction, or service quality during consumption might become critical issues consumers really concerned (Guo & Yanan, 2010).…”