Emotions, Experiential Value, and Marketing Consequences

The purpose of this study is to examine the influence of experiential marketing on experiential values of young customers and respectively on their emotions, satisfaction and, word of mouth, intention to pay more and revisit. An instrument was developed to measure how the strategic experiential module (Schmitt 1999) and service quality perceptions of customers influence their functional and emotional experiential values. Primary data will be gathered through questionnaires in Phnom Penh, Cambodia. The structural equation modelling through partial least square (PLS) method results will be applied in terms of reliability and validity. The results, and suggestions for future research are discussed in detail.

 

 

Research Team

 

Dr Ali Ihtiyar

Department of Business Administration, Zaman University, Phnom Penh, Cambodia

 

Chhenhe Chung (Seniour Student from Zaman University)

Marady Huot       (Seniour Student from Zaman University)

Socheata Seng   (Seniour Student from Zaman University)

Keomony Sen     (Seniour Student from Zaman University)

Polin Pheng        (Seniour Student from Zaman University)