Total views : 262

Role of Demographic Variable on Customer Perception of Experiential Value

Affiliations

  • Vels School of Management,Vels University, P V Vaithiyalingam Road, Velan Nagar,Pallavaram, Chennai - 600117, Tamil Nadu, India

Abstract


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.

Keywords

Customer Perception, Demographics, Experiential Value, Extrinsic value, Intrinsic value.

Full Text:

 |  (PDF views: 199)

References


  • Tsai CTS, Wang YC. Experiential value in branding food tourism. Journal of Destination Marketing & Management. In press. Available online 2016 Feb 28.
  • Holbrook MB. The nature of customer value: an axiology of services in the consumption experience in Rust, R.T. and Oliver, R.L., Service Quality: New Directions in Theory and Practice, Sage, Newbury Park, CA; 1994.
  • Dhote T, Jog Y, Gavade N, Shrivastava G. Effectiveness of digital marketing in education: An insight into consumer perceptions. Indian Journal of Science and Technology. 2015; 8(S4):200–5.
  • Mathwick C, Malhotra N, Rigdon E. Experiential value: Conceptualization, measurement and application in the catalog and internet shopping environment. Journal of retailing. 2001; 77(1):39–56.
  • Jin N, Line ND, Goh B. Experiential value, relationship quality, and customer loyalty in full-service restaurants: The moderating role of gender. Journal of Hospitality Marketing and Management. 2013; 22(7):679–700.
  • Sivathanu B. Factors Affecting consumer preference towards the organic food purchases. Indian Journal of Science and Technology. 2015; 8(1).
  • Haghighi M, Yasvari T H, Tabrizi AT. Evaluating consumers’ assessment of marketing mix in Pakat complex and the role of demographic characteristics in it. Indian Journal of Science and Technology. 2015; 8(27).
  • Niranjani S, Nirmalan R. Wireless communication security through symbol obfuscation in physical layer. International Research Journal of Engineering and Technology. 2015 Nov; 2(8):898–900.
  • Joung HW, Choi EK, Wang E. Effects of perceived quality and perceived value of campus foodservice on customer satisfaction: Moderating role of gender. Journal of Quality Assurance in Hospitality and Tourism. 2016; 17(2):101–13.
  • Chung CC, Lee HC, Lin CY. The study of leisure experience, perceived value and behavioral intentions. Universal Journal of Management. 2016; 4(5):314–21.
  • Holbrook, MB. 2005. Customer value and auto ethnography: Subjective personal introspection and the meanings of a photography collection. Journal of Business Research. 2005; 58:45–61.

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.