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Effects of experiential elements on experiential satisfaction and loyalty intentions: a case study of the super basketball league in Taiwan

Author

Listed:
  • Yie-Fang Kao
  • Li-Shia Huang
  • Ming-Hsien Yang

Abstract

As the change of economical environment, customers consume sometimes merely for fun, joy and pleasure instead of problems solving or specific product function. For consumers, sports performance means more than competition, but the entertainment, excitement and wonderful memories. For most sport leagues, attracting customers to watch the live games can contribute a lot to revenues. The spectators of sport games are motivated by entertainment, thus sport leagues can focus on the experiential elements to maintain satisfied and loyal customers to increase revenues. In consequence, the purpose of this study is to explore the influence of experiential elements, such as surprise, participation and immersion on experiential satisfaction and loyalty intentions, and propose a model to depict the structural relationship among the experiential processes. This study collected 452 samples on basketball games, and the model reached an adequate fit. Managerial implications and future research directions are also provided.

Suggested Citation

  • Yie-Fang Kao & Li-Shia Huang & Ming-Hsien Yang, 2007. "Effects of experiential elements on experiential satisfaction and loyalty intentions: a case study of the super basketball league in Taiwan," International Journal of Revenue Management, Inderscience Enterprises Ltd, vol. 1(1), pages 79-96.
    • Handle: RePEc:ids:ijrevm:v:1:y:2007:i:1:p:79-96
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    Citations

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    Cited by:

    1. Untung Rahardja & Tanaporn Hongsuchon & Taqwa Hariguna & Athapol Ruangkanjanases, 2021. "Understanding Impact Sustainable Intention of S-Commerce Activities: The Role of Customer Experiences, Perceived Value, and Mediation of Relationship Quality," Sustainability, MDPI, vol. 13(20), pages 1-20, October.
    2. Boris Helleu, 2011. "Be ready to be excited. Stratégie marketing et modèle économique de la WWE," Post-Print hal-01715953, HAL.
    3. Rahardja, Christina & Anandya, Dudi, 2010. "Experiential marketing, customer satisfaction, behavioral intention: timezone game center surabaya," MPRA Paper 25638, University Library of Munich, Germany.
    4. Marya Wani & Vishnupriya Raghavan & Dolphy Abraham & Virginia Kleist, 0. "Beyond utilitarian factors: User experience and travel company website successes," Information Systems Frontiers, Springer, vol. 0, pages 1-17.
    5. David Salvador Garcia Gonzalez & Gonzalo Maldonado Guzmán & Luis Enrique Valdez Juárez & María del Carmen Martínez Serna, 2022. "Experiential, Entertainment, and Aesthetics Marketing in Cultural Brand Positioning: an Empirical Study in Aguascalientes, Mexico," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 12(6), pages 1-3.
    6. Gazley, Aaron & Clark, Gemma & Sinha, Ashish, 2011. "Understanding preferences for motion pictures," Journal of Business Research, Elsevier, vol. 64(8), pages 854-861, August.
    7. Wu, Hung-Che & Ai, Chi-Han & Cheng, Ching-Chan, 2019. "Experiential quality, experiential psychological states and experiential outcomes in an unmanned convenience store," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 409-420.
    8. Marya Wani & Vishnupriya Raghavan & Dolphy Abraham & Virginia Kleist, 2017. "Beyond utilitarian factors: User experience and travel company website successes," Information Systems Frontiers, Springer, vol. 19(4), pages 769-785, August.
    9. Elena Cruz Ruiz & Elena Ruiz Romero De la Cruz & Francisco J. Calderón Vázquez, 2019. "Sustainable Tourism and Residents’ Perception towards the Brand: The Case of Malaga (Spain)," Sustainability, MDPI, vol. 11(1), pages 1-16, January.
    10. Gita Sugiyarti & Gita Sugiyarti & Hendar, 2017. "Experiential Marketing Creative Antecedence for Success of Brand Loyalty (A Study on the Users of Perfume for Body in Indonesia)," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 529-536.
    11. Surya Bintarti & Ergo Nurpatria Kurniawan, 2017. "A Study of Revisit Intention: Experiential Quality and Image of Muara Beting Tourism Site in Bekasi District," European Research Studies Journal, European Research Studies Journal, vol. 0(2A), pages 521-537.

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