哈尔滨理工大学学士学位论文 附录A
In recent years, there has been increased interest in building and enhancing customer experience among researchers and practitioners. Companies are shifting their attention and efforts from premium prices or superior quality to memorable experiences. Also, the value created by memorable or unique customer experiences and emotions exert significant impact on organizational performance in terms of customer satisfaction, retention and loyalty. Experiential marketing is the new approach which views marketing as an experience and treats consumption like a total experiment, by taking cognizance of the rational and emotional aspects of consumption using eclectic methods.
We are in the era of ?experience economy? and the main concern and preoccupation of proactive organization is how to create total experience and unique value system for customers, which necessitate the need to understand the life of customer from perspective of their shopping experience. Experiences is inherent in the mind of everyone, and may result into physical, emotional, and cognitive activities which invariably may generate strong feelings that the customer might take away. Experience tends to come from the interaction of personal minds and events, and thus no two experiences may be the same in any occasion (Schmitt, 1999).
Schmitt (2003) distinguishes between five types of experience that marketers can create for customers to include; sensory experience (sense), affective experience (feel), creative cognitive experience (think), physical experience, behaviors and lifestyles (act), and socialidentity experience, all relating to a reference group or culture (relate). The author posits that the ultimate goal of experiential marketing is to create holistic experience that seek to integrate all these individual types of experiences into total customer experience.
According to Pine and Gilmore (1999), economic development is generating a new and dynamic era of experiences, which challenge the traditional sales approach focusing on product sales and service offering. And in order to enhance consumers' emotional connections to the brand and provide a point of differentiation in a competitive oligopoly, retailers have turned their attention to creating memorable retail experiences, which try to appeal to consumers at both physical as well as psychological levels.
The emergence and spread of shopping malls, supermarkets and
- 31 -
哈尔滨理工大学学士学位论文 hypermarkets in both developed and developing countries, heightened competition for consumers? spendable or discretionary incomes. There are therefore more choices available for consumers than ever before. In such a situation retailers seeks to develop business strategies that focus on creating and maintaining customers, by offering customers a differentiated shopping experience.
The term \Marketing\refers to actual customer experience with the product/service that drive sales and increase brand image and awareness. When done right, it's the most powerful technique to win brand loyalty. Olorunniwo et al., (2006) concluded that customer experience is related to behavioral intentions and connecting the audience with the authentic nature of the brand is one of the prime goal of experiential marketing. This is achieved through participation in personally relevant, credible and memorable encounters.
Shopping has been considered a search process where shoppers would like to ensure that they make the right decisions. In addition, they also intend to derive emotional satisfaction (Tauber, 1972). It has been found that a high level of brand awareness may not translate into sales. Proactive organization should consider every visit of the shopper as a distinct encounter and a moment of truth. Unless the interaction is satisfactory, the next visit may not guaranteed. Therefore, if the store does not provide a compelling reason for a repeat patronage, the amount of purchase per visit may likely decline (Zeithaml, 1998).
The concept of experiential marketing appears to have resonated with practitioners and academicians alike. However, research work on customer experience appears to be in its infancy, compared to other service related topics such as service quality and loyalty. Furthermore, customer experience as a concept is considered by some practitioners as applicable and relevant to entertainment industry (Zomerdijk and Voss, 2010). However, in view of the dynamic nature of consumer behavior, whatever the service (or product) a customer is buying or receiving, the customer will have an experience; good, bad or indifferent. In other word, exchange of goods or services always comes with an experience (Carbone and Haecke, 1994) whilst shopping encounters for instance, even for a mundane product or service provide an opportunity for emotional engagement (Berry and Carbone, 2007)
The growing significance of experiential marketing has resulted into diverse and fascinating study on the concept (e.g. Csikzentmihalyi, 1997; Schmitt 1999; Pine and Gilmore 1999; Holbrook, 2000; Arnould et al., 2002; Caru and Cova, 2003 to mention a few). However, the dynamics of
- 32 -
哈尔滨理工大学学士学位论文 consumer behavior have necessitated the need for more papers. With few exceptions, the existing experiential retail literature has focused mainly on the isolated testing of static design elements (i.e. atmospherics, ambient conditions, and services cape architecture) of retail stores (Turley and Milliman, 2000). McCole (2004) in particular recognizes this dearth of academic research in the areas of experiential and event marketing as an indication of the division between academia and business and calls for marketing theory in these areas to be more closely aligned with practice.
Similarly, Gupta, (2003) identified a lack of systemic body of knowledge and conceptual framework on which to base scientific inquiry as a key tenet of experiential marketing. The current study seeks to address some of these gaps in the literature. In consequence this paper aims to gauge consumers' responses to experiential marketing in modern retail outlets and analyze the effect of experiential marketing on consumer behavior.
Experience as defined within the realm of management is a personal occurrence with emotional significance created by an interaction with product or brand related stimuli (Holbrook and Hirschman, 1982). For this to become experiential marketing the result must be “something extremely significant and unforgettable for the consumer immersed in the experience” (Caru and Cova, 2003, p. 273).
According to Schmitt (1999) experiential marketing is how to get customers to sense, feel, think, act, and relate with the company and brands. Customer satisfaction is a key outcome of experiential marketing and is defined as the “customer fulfillment response” which is an evaluation as well as an emotion-based response to a service. It is an indication of the customer?s belief on the probability or possibility of a service leading to a positive feeling. And positive affect is positively and negatively related to satisfaction (Liljander and Strandvik, 1997).
Experiential marketing involves the marketing of a product or service through experience and in the process the customer becomes emotionally involved and connected with the object of the experience (Marthurs, 1971). A well designed experience engages the attention and emotion of the consumer, and becomes memorable and allows for a free interpretation, as it is non-partisan (Hoch, 2002). In contrast to traditional marketing which focuses on gaining customer satisfaction, experiential marketing creates emotional attachment for the consumers (McCole, 2004). The sensory or emotional element of a total experience has a greater impact on shaping consumer preferences than the product or service attributes Zaltman (2003). The benefits of a positive experience include the value it provides the
- 33 -
哈尔滨理工大学学士学位论文 consumer (Babin et al., 1994; Holbrook, 1999) and the potential for building customer loyalty (Pine and Gilmore, 1998; Gobe and Zyman, 2001).
Experiential retail strategies facilitate the creation of emotional attachments, which help customers obtain a higher degree of possessive control over in-store activities (Schmitt, 2003). These strategies allow consumers to become immersed within the holistic experience design, which often creates a flow of experiences (Csikszentmihalyi, 1997). Affective reaction based on an interaction with an object can be described as a person?s subjective perception or judgment about whether such interaction will change his or her core affect or his or her emotion toward the object. Cognitive reaction toward interacting with the object involves cognitive reasoning or appraisal, and is a consumer assessment of the purchase implications for his/her well being. Cognitive and affective reactions towards an object can be quite different, for example: one might appraise taking garlic as good and useful for one?s health, nevertheless, one can at the same time consider it unpleasant due to its smell and taste.
Experiential events can turn out to create both consumer and consumption experiences and can by far more effective in attaining communication goals. Caru and Cova (2003) conceptualization of experience, and Csikzentmihalyi (1997) experience typology and 7 ?I?s of Wood and Masterman (2007) may serve as a useful framework for evaluating the effectiveness of an event by developing measures that relates to the level of challenges, newness, surprise, and matching it with the audience?s prior experience and skill level. However, the usefulness of measuring these attributes of the event depends upon the assumption and belief that an event that is strong in those attributes will effectively create a memorable and potentially behavior changing experience.
The strategic experiential marketing framework consists of five strategic experiential models which create different forms of experience for customers. The five bases of the strategic experiential modules are: (1) Sensory experience: the sensory experience of customers towards experiential media includes visual, auditory, olfactory and tactile response results. (2) Emotional experience: the inner emotion and sense of customers raised by experience media. (3) Thinking experience: customers' thoughts on the surprise and enlightenment provoked by experience media. (4) Action experience: is the avenue through which experience media, linked customers so that they can acquire social identity and sense of belonging. (5) Related experience for customers: is actualizes through the experience of media production links, and to social recognition. The main strategy of experience marketing:
- 34 -
哈尔滨理工大学学士学位论文
Sensory marketing is through the visual, auditory, tactile and olfactory establish sensory experience. Its main purpose is to create perceptual experience experience. Sensory marketing can distinguish between company and product identification, lead to consumer purchase motivation and increase product added value. The Procter & Gamble Company Tide detergent, for example, the outstanding advertisement \fresh feeling: new spring tide bring you field of refreshing fragrance. Create a fresh feeling of this to do a lot of work, later obtained a very good effect.
\marketing in the marketing process, to touch the consumer's inner feelings and create emotional experience, the scope can be a mild tenderness of the positive emotions such as joy, pride, and even the strong emotion. Emotional marketing need to really understand what stimuli can cause some emotions, and can enable consumers naturally infected, and into the scene. In\face filled with happy girl, rely on the boyfriend's shoulder, taste he gave her \love jelly, even bystanders will also feel the sweet love Feeling \
Think marketing is to inspire people's intelligence and creatively to allow consumers to get understanding and problem solving experience. It is the use of surprise, counsel and temptation, causing consumers to make the idea of unity or different. In the promotion of high-tech products, thinking marketing is widely used in 1998. The apple IMAC computer market is only six weeks in 2003, the sale of the 27.8 million units, BusinessWeek < > rated as the best product in 1998.IMAC success thanks to a way of thinking about marketing scheme. The scheme of \thinking\slogan, combined with many different areas of the \genius\including Einstein, black-and-white photographs of Gandhi and Muhammad Ali et al. In a variety of large-scale advertising signs, wall advertising and bus everywhere the scheme of plane advertisement. When this advertisement to stimulate consumer to think Apple computer with the public and also encourage them to thinking in their own distinctive, and by using the apple computer and make them the feeling of creative genius.
Mobile marketing is through idol, role such as video star or famous sports stars to stimulate consumers, the life form be changed, so as to realize the product's sales. In the Nike can be described by the classic. One of the main reason for the success of the company is outstanding \often describe the movement in the famous basketball player Michael Jordan, and sublimation of the movement of the body experience.
- 35 -
三只松鼠营销策略分析
