Marketing Intelligence on Customer Ezperiential Values: An Structural Equation Model Approach
This paper is aimed at studying the marketing intelligence that affect customers experiential value in the restaurant chain industry. A structural equation model is proposed, incorporating customer characteristics, products features, service quality, environmental ambience, traffic profile, and reputation as antecedents and components of consumer experience, to measure experiential value. Results of analysis of empirical data of a domestic restaurant chain show that product quality, service level, and dining environment are the main factors that impact experiential value. Customers utilitarian orientation and convenient transportation options also affect consumer experience and have a direct positive effect on experiential value. Based on these conclusions, recommendations about enterprise marketing practices are provided, and further research directions are pointed out.
Marketing Intelligence Structural Equations
Fang Zhou Kin Keung LAI
College of Business Administration Hunan University Changsha, China Department of Management Sciences City University of Hong Kong Hong Kong SAR
国际会议
北京
英文
634-638
2009-07-24（万方平台首次上网日期，不代表论文的发表时间）