Experiential marketing, social judgments and customer shopping experience

Purpose: The purpose of this study is to examine influence of experiential marketing, service quality and social judgment on experiential values of young customers and respectively on their satisfaction and, word of mouth, intention to pay more and revisit. In this endeavour, the study illustrates unique context of experiential marketing, to highlight several improvements in the literature.

Design/methodology/approach:An instrument was developed to measure how strategic experiential module (Schmitt 1999) and social judgment module (Rosenberg et al., 1968) and service quality perceptions of customers influence their functional and emotional experiential values. Primary data were gathered through questionnaires conducted with 402 respondents to diagnose young customers’ experiences in well know coffee shops in Phnom Penh, Cambodia. Measurement of constructs and their interrelationships were examined based on partial least square-structural equation modelling (PLS-SEM).

 

Findings:The structural equation modelling through partial least square (PLS) method results were acceptable in terms of reliability and validity. The empirical results revealed that, some of strategic experiential modules and service quality perceptions of young customers have positive influences on experiential values. Results also show that young customers’ satisfaction can persuade positive post purchase behaviour. These contributions postulate an impetus for future research in various service settings.

Originality/value: Based on role, the study assesses role of shopping experiences of young consumers on experiential values, social judgment, customer satisfaction and post purchase attitudes. It is anticipated that by filling this knowledge gap, the research will assist in strengthening marketing strategies, which require an adjustment in current business environment. Results also show that young customers’ satisfaction can persuade positive post purchase behaviour. The further details on results, and suggestions for future research are discussed in detail.

 

Research Team

Dr Ali Ihtiyar and Dr. Tim Rackett