Fun, inspiration and discovery: from momentary experiences to overall evaluations

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Accepted Manuscript (AM)
Author(s)
Liu, Wei
Sparks, Beverley
Coghlan, Alexandra
Year published
2017
Metadata
Show full item recordAbstract
Purpose – This paper aims to use a concurrent mixed method approach to explore the key variables that
can influence customer experience at a food and wine event.
Design/methodology/approach – A concurrent mixed methods approach, using a participant-generated
image (PGI) method, together with a recall survey, provided images with associated narratives, descriptive
statistics, correlations and hierarchical multiple regression analysis to explore how attendees appraise their
experiences based on their goals and the link between experience appraisals and overall evaluations.
Findings – Through the PGI method (N = 25), the authors ...
View more >Purpose – This paper aims to use a concurrent mixed method approach to explore the key variables that can influence customer experience at a food and wine event. Design/methodology/approach – A concurrent mixed methods approach, using a participant-generated image (PGI) method, together with a recall survey, provided images with associated narratives, descriptive statistics, correlations and hierarchical multiple regression analysis to explore how attendees appraise their experiences based on their goals and the link between experience appraisals and overall evaluations. Findings – Through the PGI method (N = 25), the authors determined that customer experience at the event could be viewed as a hierarchical model, comprising a fundamental sensory experience together with three higher-order customer experience components (fun, discovery and inspiration). A separate concurrent recall study (N = 598) demonstrated the relationship between the same four customer experience components and overall satisfaction as well as recommendation and repeat visitation. Practical implications – The results suggest that to promote positive customer experiences, along with the product of the event itself, event managers should focus on activity programs that are fun, inspirational and novel, as well as sensory. Originality/value – This study focuses on a single case study of an event to examine and extend our understanding of customer experience. The use of a concurrent mixed methods approach provides us with different types of data from two separate samples of participants. By integrating data from each study the authors are able to build a conceptual model of the salient dimensions of customer experience and then quantitatively analyze how these salient dimensions are related to outcome variables.
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View more >Purpose – This paper aims to use a concurrent mixed method approach to explore the key variables that can influence customer experience at a food and wine event. Design/methodology/approach – A concurrent mixed methods approach, using a participant-generated image (PGI) method, together with a recall survey, provided images with associated narratives, descriptive statistics, correlations and hierarchical multiple regression analysis to explore how attendees appraise their experiences based on their goals and the link between experience appraisals and overall evaluations. Findings – Through the PGI method (N = 25), the authors determined that customer experience at the event could be viewed as a hierarchical model, comprising a fundamental sensory experience together with three higher-order customer experience components (fun, discovery and inspiration). A separate concurrent recall study (N = 598) demonstrated the relationship between the same four customer experience components and overall satisfaction as well as recommendation and repeat visitation. Practical implications – The results suggest that to promote positive customer experiences, along with the product of the event itself, event managers should focus on activity programs that are fun, inspirational and novel, as well as sensory. Originality/value – This study focuses on a single case study of an event to examine and extend our understanding of customer experience. The use of a concurrent mixed methods approach provides us with different types of data from two separate samples of participants. By integrating data from each study the authors are able to build a conceptual model of the salient dimensions of customer experience and then quantitatively analyze how these salient dimensions are related to outcome variables.
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Journal Title
International Journal of Contemporary Hospitality Management
Volume
29
Issue
7
Copyright Statement
© 2017 Emerald. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
Subject
Commercial services
Commercial services not elsewhere classified
Marketing
Tourism