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Role of Demographic Variable on Customer Perception of Experiential Value
Background: To increase the efficiency of a business website, the managers should consider both advertisement and other strategy to enrich customer experience. so it is important to understand the customer Experiential Value concept, its perception. Objective: The objective of this research is to find out the role of demographic factors on customer perception of experiential value. Method/Statistical Analysis: To achieve the aim we conducted a survey, among respondents of online travel website users in Chennai. Anonymous data was collected with the help of self-administered structured questionnaire from one hundred seventy travel website users. We conducted analysis with SPSS 20.0 programe. t-test and ANOVA was used to examine the objective of the study. Finding: As a result, we found that men and women react differently to the Web sites as their perception is totally different. In addition to these, findings show that when using the travel website for purchase irrespective of the gender the users want to feel enjoyable, they want to get away from boredom. Perception of experiential value have found different across, sex and age. This study reveals that experiential value is a significant factor in achieving competitive advantage. It initiates comparisons between different objects/services and it differs with different people and situations. Application and Improvement: The findings of this study provide knowledge and background to the online travel websites managers to better shape the policies, focus on developing the website strategy which give a positive impression, since many customer preferences are built on the value offered by that website in contrast with other available choices.
Customer Perception, Demographics, Experiential Value, Extrinsic value, Intrinsic value.
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