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Effect of Customer Experiences on Consumer Purchase Intention

Author

Listed:
  • Majid Esmaeilpour
  • Zahra Mohseni

Abstract

One of the concepts considered nowadays by the marketers in the area of consumers' consumption behavior is the creation of pleasant experiences and the impact of these experiences on consumers' behavior, since the creation of different experiences as a vital element in marketing strategies can create value and lead to a competitive advantage. Thus, the objective of this research is to evaluate the dimensions of customer experiences and the effects of these dimensions on consumer purchase intentions. The present study is an applied research in terms of objective and correlational type of descriptive-survey in terms of the nature of data collection. The research population is the consumers of restaurants and fast food stores in Shiraz. A sample of 385 consumers of restaurant and fast food stores in Shiraz city was selected using convenient sampling method. Validity of the questionnaire was confirmed through content validity and its reliability was confirmed through Cronbach's alpha. Questionnaire was used to collect the data. Structural equation modeling was used to analyze the data. The results of this study confirmed the positive and significant effect of five dimensions of customer experiences, including behavioral experience, cognitive experience, affective experience, sensory experience and social experience on consumer purchase intention. Therefore, the owners and managers of restaurants and fast food stores can influence the purchase intention behavior of their customers and make them loyal to their restaurant by creating good experiences for their customers.

Suggested Citation

  • Majid Esmaeilpour & Zahra Mohseni, 2019. "Effect of Customer Experiences on Consumer Purchase Intention," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 22(73), pages 19-38, September.
    • Handle: RePEc:rej:journl:v:22:y:2019:i:73:p:19-38
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    References listed on IDEAS

    as
    1. Morwitz, Vicki, 2014. "Consumers' Purchase Intentions and their Behavior," Foundations and Trends(R) in Marketing, now publishers, vol. 7(3), pages 181-230, November.
    2. Yan Peng & Dan Ke, 2015. "Consumer trust in 3D virtual worlds and its impact on real world purchase intention," Nankai Business Review International, Emerald Group Publishing Limited, vol. 6(4), pages 381-400, November.
    3. Nikhashemi, S.R. & Jebarajakirthy, Charles & Nusair, Khaldoon, 2019. "Uncovering the roles of retail brand experience and brand love in the apparel industry: Non-linear structural equation modelling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 122-135.
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    Cited by:

    1. Ana-Maria Urdea & Cristinel Petrişor Constantin & Ioana-Mădălina Purcaru, 2021. "Implementing Experiential Marketing in the Digital Age for a More Sustainable Customer Relationship," Sustainability, MDPI, vol. 13(4), pages 1-17, February.
    2. Ana Maria Mihaela Iordache & Alexandru Ionescu & Vlad Gabriel Cârstea & Hanna Chung & Nicoleta Rossela Dumitru & Bogdan Glăvan, 2023. "Scenarios to Improve E-Commerce SMEs Activity Based on Their Classification: A Case Study on Romania," Sustainability, MDPI, vol. 15(15), pages 1-19, August.

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    More about this item

    Keywords

    Customer Experiences; Behavioral Experience; Cognitive Experience; Affective Experience; Sensory Experience and Social Experience.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • P23 - Political Economy and Comparative Economic Systems - - Socialist and Transition Economies - - - Factor and Product Markets; Industry Studies; Population

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