A Study of the Correlations Between Consumption Experience, Customer Satisfaction, Brand Image and Behavior Intention of Motels in Taiwan

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1 A Study of the Correlations Between Consumption Experience, Customer, Brand Image and Behavior Intention of Motels in Taiwan Yungkun Chen, ChungChou Institute of Technology, Taiwan Dr. Chia-you Chen, National Cheng Kung University, Taiwan Tsuifang Hsieh, Taiwan Hospitality & Tourism College, Taiwan ABSTRACT In recent years there has been a trend for motels in Taiwan to introduce innovative concepts and daring ideas in an attempt to outdo one another. Based on the case study of motels, this research explores correlations between experiential marketing, experiential value, customer satisfaction, brand image and behavior intention. The empirical analysis is done through LISREL in order to provide operational references for motel administrators and to help them enhance product competitiveness. Empirical analysis reveals through different experiential values that experiential marketing is positively correlated with customer satisfaction. Therefore, changes in pricing or product strategies is recommended. Motel managers may want to establish interesting amenities within the premises in order to offer motel guests additional entertainment. INTRODUCTION In recent years there has been a trend for motels in Taiwan to introduce innovative concepts and daring ideas in an attempt to outdo one another. Some have claimed to be six-star facilities, some have boasted more than a dozen exotic suites, and some have installed LCD TVs in the bathrooms and have provided massage chairs and sensual amenities from Italy in order to help create a romantic atmosphere. The higher the homogeneity among the products and services provided by different enterprises, the more the outcome of the marketing race will be determined by the establishment of consumption experiences (Pine & Gilmore 1998). When it comes to consumption experience, a clear brand image makes it easier for consumers to identify a product, evaluate the product, reduce cognitive risks of purchases and verify what the brand can do for them. Kotler (1991) indicates that the only unchangeable principle of corporate management is meeting the needs of consumers in order to increase their degree of satisfaction. Enhanced customer satisfaction will, in turn, result in higher customer loyalty, stronger willingness to buy again, positive word-of-mouth, a more advantageous competitive position and higher market share. One of the most important marketing issues has become how to establish good relations with customers and boost customer satisfaction and loyalty (Berry, 1983). As a result, based on the case study of motels, this research explores correlations between experiential marketing, experiential value, customer satisfaction, brand image and behavior intention. The empirical analysis is done through LISREL in order to provide operational references for motel administrators and to help them enhance product competitiveness. THEORETICAL FOUNDATION Experiential Marketing The study defines experiential marketing at a type of marketing which causes individual customers to acquire unique experiences and to develop identification with the product or service. It employs SENSE, FEEL, THINK, ACT, and RELATE as the five subsidiary constructs of the strategic experience module for experiencing the marketing concept proposed by Schmitt (1999).

2 Experiential Value Experiential marketing, unlike traditional marketing, emphasizes that customers concurrently possess sense and sensitivity; experiential marketing is about creating a special and unique experience, with experiential value derived from such an experience. Therefore, good experiential marketing will lead to an increase in experiential value. This research defines experiential value as the perception return created after alternating evaluation of sense and sensitivity, on a customer s perception and partiality of a certain product of service. This study employs customer return on investment (CROI), service excellence, aesthetics and playfulness as proposed by Mathwick, Malhotra & Rigdon (2001) as the four subsidiary constructs of experiential value. Brand Image According to the opinions of various researchers on brand image in the past, brand image is the association of the connection between a customer s memory and a brand, is usually an exterior clue to a customer s evaluation of product quality, is used to infer or maintain the quality perception of a product, and can also represent all information about a product. Therefore, the customer will infer different quality perceptions to different brand images. In experiential marketing, the symbolized meaning of a brand represents even more abundant cultivation and character. A successful brand image can increase a customer s experiential value, because of the emphasis on expanding merchandise experience to brand experience, meaning that brand image and experiential value are positively correlated. Based on the brand image in consumers minds, this study measures descriptive words and conducts a comprehensive evaluation of functional, symbolic and experiential brand images as proposed by Park, Jaworski & MacInnis (1986). Customer Kolter (1997) believes customer satisfaction is determined by whether or not the actual outcome of a purchased product or service is in line with the expectation. In other words, it involves assessment of the gap between a customer s expectation and his realization. Petrick, Morais & Norman (2001) indicate that more and more enterprises are realizing that analysis of customer satisfaction is important. If corporate managers can identify factors that affect customer satisfaction with a product or service, they may be able to change consumers experiences with the product or service and give them the ultimate satisfaction. In other words, creating better experiential value can enhance the degree of customer satisfaction. Based on the customer satisfaction evaluation method proposed by Kolter (1997), this study delves into the overall causative relations between experiential value, customer satisfaction and behavior intention. Behavior Intention In addition to emphasizing creation of experiences, experiential marketing stresses the fact that customer relations are long-term. This study explores behavior intention in terms of specific behaviors of consumers generated after they had purchased and used a product. Therefore, the repurchase intention and the willingness to recommend to others, as proposed by Boulding, Kalra, Staelin & Zeithaml (1993), are adopted for gauging consumers behavior intention. The Relationship Between Experiential Marketing, Experiential Value, Customer, Brand Image and Behavior Intention Zeithaml, Berry & Parasuraman (1996) argue that after receiving a service, the customer will develop a perception of the service quality in accordance with the actual experience, and that this will trigger behavior intention. When customers evaluation of the service quality is high, their positive behavior intention will be advantageous to the company and will strengthen the company-customer relations. Reichheld & Sasser (1990) believe that customer satisfaction will boost customer loyalty and enhance their willingness to repurchase. A satisfied customer will increase the number and volume of his purchases. Therefore, the degree of satisfaction will positively affect behavior intention. Rao & Monroe (1989) believe that a brand s combined quality reputation is positively correlated with customer quality perception. In the established quality signals(brand, price, actual appearance and name of the business), brand was

3 Experiential Marketing considered to be the most important. Therefore, brand image works positively towards customer satisfaction. Keller (1993) indicates that when consumers are highly involved in the purchase process, brand image will influence their purchase motive and behavior. According to the literature review above, the evaluation constructs of this research are experiential marketing, experiential value, customer satisfaction, brand image and behavior intention. The model developed out of LISREL is employed as the framework of this study, as shown in Fig. 1. RESEARCH METHOD Research Hypotheses Research hypotheses are listed in Table 4. Figure 1. Research Framework Operational Definition and Evaluation Questions of Research Variables The operational definition and evaluation questions of the research variables are shown in Table 1 below: Research Variable Table 1. Operational Definition and Evaluation Questions of Research Variables Evaluation Operational Definition Evaluation Questions Construct SENSE Through visual, aural, taste, olfactory and tactile senses stimulate customers and create positive sensory perceptions. 1. I feel the decoration of the motel is very attractive. 2. I will pay attention to the music or other sound the motel plays. 3. I feel the food sold in the motel is very delicious. 4. I feel the room is filled with pleasant scent. 1. The overall atmosphere of the motel makes Stir customers inner passion and me feel comfortable. FEEL emotion and stimulate them to 2. The overall atmosphere of the motel makes actively participate. me feel pleasant. ACT Attract customers to change their 1. I will want to become member of the

4 Experiential Value Research Variable Evaluation Construct THINK RELATE CROI Service Excellent Aesthetics Playfulness Customer Brand Image Behavior Intention Operational Definition lifestyle and affect the physical experience of their bodies. Cause customers to develop concentrated and scattered thoughts. Cause customers to develop association with the ideal self, others or social culture and impact potential groups or members. Value production is relatively higher than the investment. A corporation based on its unique product environment provides superb personalized services that are beyond customer expectation. Value perceived by customers via direct experience of the visual, auditory, olfactory, taste, aesthetic features of the product or the design of the entire corporate environment. The values, such as the happiness, excitement, entertainment and escape from reality that customers perceive during the use of a product of service, reflect their inner joy. The degree of satisfaction as a result of comparison between the expectation prior to the purchase of the product/service and the evaluation afterwards. Brand-associated ideas existing in consumer s memory are often used by consumers as external clues for judging product quality and for predicting or maintaining the sensory quality of a product. Specific behavior generated after consumers purchase and use a product. Evaluation Questions motel. 2. The theme-based room design will attract me to stay with the motel. 1. The environment, product or advertisement of the motel will inspire me to consider them. 2. The product or environment of the motel will stir my curiosity. 1. I will discuss my motel staying with friends/relatives. 2. I think the image of a motel is symbolic of recreation. 1. I am satisfied with the prices of the motel. 2. The quality of the motel makes me feel I have received more than what I have paid for. 1. The service quality of the motel is very good. 2. The product provided by the motel meets professional standards. 3. The motel is the leader of the industry. 4. The motel has some features that are not found in other motels. 1. The product of the motel is very attractive to me. 2. The overall environment of the motel is excellent. 3. I enjoy the design style of the motel. 1. The motel is very entertaining and interesting. 2. In addition to accommodation, the motel gives me joy, too. 3. In that motel I will forget about other things. 4. The atmosphere created by the motel and its decoration make me feel I am in a joyful kingdom. 1. I am satisfied with the product of the motel. 2. I am satisfied with the service of the motel. 3. Staying with the motel was a correct decision. 1. The brand quality of the motel is very high. 2. The motel is a leading brand. 1. In the future I will often stay with the motel. 2. I will recommend the motel to my friends/relatives. Sampling Design and Survey Most motel managers are very particular about customer privacy, so only willing owners were selected. Following

5 the initial interview, ten motel owners agreed to participate in the survey. Under the condition that customer privacy had to be protected, and that clients were not to be disturbed, the survey questionnaire was placed in the room for motel guests to fill out. Housekeepers collected the completed questionnaires during cleaning time. The questionnaire survey of this study was conducted from June 20, 2005 to August 31, Alltogether, copies were issued and 546 were returned. With incomplete and unanswered survey forms deducted, there were 372 valid samples, which accounted for 24.8% of the total distributed. Credibility and Validity Analysis All the Cronbach s α-coefficients of the extracted factors of experiential marketing, experiential value, brand image, customer satisfaction and behavior intention were above , while the Cronbach s α of the entire questionnaire was , indicating that the sampling outcome of this study was highly trustworthy. The Average Variance Extracted (AVE) of each construct of this study is shown in Table 2. It is in line with the recommendation by Fornell & Larcker (1981) that the standard value must be greater than 0.5. Overall, the construct validities of this study were all satisfactory. Table 2. Convergent Validity from Collected Samples Construct Subsidiary Construct Average Variance Extracted Sense 0.71 Feel 0.81 Experiential Marketing Act 0.75 Think 0.78 Relate 0.84 CROI 0.81 Experiential Value Service Excellent 0.74 Aesthetics 0.72 Playfulness 0.71 Customer Customer 0.74 Brand Image Brand Image 0.83 Behavior Intention Behavior Intention 0.84 EMPIRICAL ANALYSIS AND OUTCOME Analysis of respondents Socio-Economic Attributes Outcomes of the analysis are shown in Table 3. According to survey outcomes, young people and those in their prime made up the majority of all motel customers, of which 60% were males. Most customers had college backgrounds, followed by those with a high school or vocational school background. Married couples and those with no marital relationship (singles and others) accounted for 50% each. The monthly income of 85% of the customers was under US$ Nearly 70% of motel guests indicated rest as the main purpose of their stay, which was short-time in essence. Whether it was for rest or over-night stay, most chose to check into middle-class motels. Being motels, all of the establishments offered excellent private parking facilities. That is the reason why most of the transportation vehicles were sedans, sports cars and RVs. Most guests had visited many times. Analysis of the Statistical Data of Each Construct The average value of experiential marketing was between and Among sense experiences, visual attention received the highest score, followed by the olfactory attention. Among feel experiences, comfortable and free and pleasant atmosphere ranked second and third, respectively, indicating that in addition to overall emotional feelings, motel guests were very particular about the interior decoration and delightful scent of a guest room. On average, the experiential values ranged between and Good environment scored highest in terms of aesthetic value, indicating that consumers were more concerned about the environment than about the product. Among service excellent values, of unique features received the highest score, indicating that customers prefered motels with

6 the greatest diversity. Among playfulness values, the score for enjoying everything of it was the highest, indicating that consumers were very involved in the entire experience. Especially noteworthy is the fact that among customer return on investment (CROI) values both satisfactory price and I receive more than what I have paid for received the lowest score, which serves as an indication that customers were not pleased with the prices motels charged. Motel managers need to take the issue seriously in order to maintain their marketshare of clientele. In terms of customer satisfaction, the average value lay between and No significant discrepancy was noted, except that the score of correct decision was too low, implying there was a risk of losing customers. Corporate managers must find and rectify the problems in order to enhance customers willingness to return. In terms of brand image, the average value was between and There was no significant discrepancy, but there were no high scores, either. The average value for behavior intention was between and , with no significant discrepancy noted. The fact that none received a high score indicates that in order to ensure sustainable operations, concerned enterprises must be dedicated to meeting customers demands in order to raise their willingness to return. Table 3. Analysis of Respondent s Socio-Economic Attributes Variable Category Frequency % Variable Category Frequency % Younger than Male % 9 2.3% Gender 19 Female % 20~29 years % Age single % 30~39 years % Marital Married % 40~49 years % Status other % 50~59 years % Under US$ % Junior High % Monthly Income Room Rate Transportation Vocational US$1 001~ % % School Academic US$2 001~ % College % Above US$ % Graduate School % Under US$ % Under US$ % US$ % Rest US$ % Above US$ % Rate Above US$ % Sedan % Accommodation Rest % Sports Cars % Status % Overnight Stay Recreation % % Vehicle Motorcycle % % Frequency Walking % % Mass 8 2.1% Above % Transportation Outcomes of Verification of Research Hypotheses The results of the verification of research hypotheses are shown in Table 4. Experiential marketing and experiential value. Empirical outcomes of this study bear out the argument of Schmitt (1999) that experiential marketing elements can cause customers to generate different experiential values. Different experiences will stir different responses in customers. The following statements, however, were not supported: feel perception is positively correlated with service excellence ; think experience is positively correlated with customer return on investment ; think perception is positively correlated with service excellence, aesthetic value and playfulness value ; act experience is positively correlated with customer return on investment ; act perception is positively correlated with service excellence ; related perception is positively correlated with playfulness value. Especially noteworthy is the fact that think experience has no significant effect on any of the experiential values. Possible reasons for this may be that motels are part of the recreation industry in which customers are rarely inspired to think because the

7 concept the industry conveys is very simple and obvious. As a result, think experience is less likely to enhance customers overall experiential values. Relationship between experiential marketing and brand image. The empirical study results of this research confirm the observation of Schmitt (1999) that experiential marketing elements will cause customers to develop positive brand images. However, they do not support the argument that sense experience and act experience are positively correlated with brand image, indicating that motels will not be able to enhance customers brand identification through sense experience or act experience. There are two possible reasons for this. First, the products are highly homogeneous in terms of sense experience, so it is more difficult to provide customers with a feeling of differentiation. Second, it is more difficult for act experience to produce its experiential effect in the initial stage. Long-term investment is required for increasing consumer participation and enhancing brand image. Relationship between brand image and experiential values. The empirical outcomes of this study confirm the argument by Schmitt (1999) that in the era of experiential economy, brand is no longer an identification symbol. Its content has been enriched to create diversified experiences. The statement that brand image is positively correlated with customer return on investment was not supported, probably because of the high room rates charged by motels. The brand image is high, but consumers are more concerned about actual investment returns. Relationship between brand image and customer satisfaction. The empirical results of this study confirm the argument proposed by Rao & Monroe (1989) that the name of a brand has a significant effect on consumers perception. Table 4. The Results of the Verification of Research Hypotheses Research Hypotheses Whether in Supported Experiential Marketing & Brand Image H1 Sense is positively correlated with brand image NO H2 Feel is positively correlated with brand image YES H3 Think is positively correlated with brand image YES H4 Act is positively correlated with brand image NO H5 Relate is positively correlated with brand image YES Experiential Marketing & Experiential Value H6 Sense is positively correlated with CROI NO H7 Sense is positively correlated with service excellent YES H8 Sense is positively correlated with aesthetics YES H9 Sense is positively correlated with playfulness NO H10 Feel is positively correlated with CROI NO H11 Feel is positively correlated with service excellent NO H12 Feel is positively correlated with aesthetics YES H13 Feel is positively correlated with playfulness YES H14 Think is positively correlated with CROI NO H15 Think is positively correlated with service excellent NO H16 Think is positively correlated with aesthetics NO H17 Think is positively correlated with playfulness NO H18 Act is positively correlated with CROI NO H19 Act is positively correlated with service excellent NO H20 Act is positively correlated with aesthetics YES H21 Act is positively correlated with playfulness YES H22 Relate is positively correlated with CROI YES H23 Relate is positively correlated with service excellent YES H24 Relate is positively correlated with aesthetics YES H25 Relate is positively correlated with playfulness NO Experiential Value & Customer H26 CROI is positively correlated with customer satisfaction YES H27 Service excellent is positively correlated with customer satisfaction NO H28 Aesthetics is positively correlated with customer satisfaction YES H29 Playfulness is positively correlated with customer satisfaction NO Brand Image & Experiential Value

8 H30 Brand image is positively correlated with CROI NO H31 Brand image is positively correlated with service excellent YES H32 Brand image is positively correlated with aesthetics YES H33 Brand image is positively correlated with playfulness YES Brand Image & Customer H34 Brand image is positively correlated with customer satisfaction YES Customer satisfaction & Behavior Intention H35 Customer satisfaction is positively correlated with behavior intention YES Relationship of experiential values and customer satisfaction. The empirical outcomes of this study confirm the view of Bolton & Drew (1991) that experiential values will positively affect customer satisfaction. The following statements, however, were not supported: service excellence is positively correlated with customer satisfaction ; and playfulness value is positively correlated with customer satisfaction. Possible reasons for this are that in the hotel industry, motels are positioned as mid-to-high-end components that charge mid-to-high room rates. Therefore, their customers are more particular about the quality of services. Motels, as a result, are unable to enhance customer satisfaction via service excellence. The effect of fun value was not significant, probably because motels have not been able to free customers from the boundary of reality into a care-free state of enjoyment. Relationship between customer satisfaction and behavior intention. The empirical results of this study confirm the suggestion by Zeithaml et al. (1996) that customer satisfaction has a positive effect on behavior intention. LISREL Model Analysis The overall model s goodness-of-fit analysis. Through the LISREL model (Bagozzi & Yi, 1989), this study explored the causative relations among different variables and verified the research hypotheses. The overall model s goodness-of-fit in this study is shown in Table 5. Basic goodness of fit standard External quality of model Internal quality of model Table 5. Overall model s good-of-fit analysis Evaluation Item Ideal Evaluation Outcome of Whether in Outcome this Study Compliance Negative error variance No No Yes Error variance Reached significant level Yes Yes Parameters related No too-close correlation Yes Yes Factor loading Between 0.5~0.95 Yes Yes Standard deviation No considerable standard deviation Yes Yes X 2 value P>0.05 P=0.00 No (refer to other indicator) X 2 value ratio <3 2.6 Yes GFI value > Yes AGFI value > Yes RMR value Smaller the better 0.28 Yes REMSA value Smaller the better Yes IFI value > Yes Individual credibility Over 0.5 All>0.5 Yes Potential variation credibility Over 0.6 All>0.6 Yes AVE Over 0.5 All>0.5 Yes Estimate parameter all t values>1.96 all t values> 1.96 Yes Standardized residual All<2.58 Failure ratios is about 15% Acceptable Path analysis. The path effects obtained in this study are shown in Tables 6 and 7. Table 6 shows whether each hypothesis is supported. It is noteworthy that in terms of the indirect effect of experiential marketing on experiential

9 value via brand image, except for the act experience which is negative, all others including sense experience, feel experience, think experience and relate experience are positive. Therefore, it becomes apparent that brand image holds a special position in offering customers experiential values. The direct effect of brand image on customer satisfaction is slightly better than its indirect effect on customer satisfaction through experiential values. It can actually even attain a better overall result. Therefore, if a company creates an outstanding brand image and offers its customers good experiences, it will be able to attain a positive overall effect and enhance customer satisfaction. All constructs of experiential marketing contribute positively to customer satisfaction, as shown in Table 7. The effect of relate experience on customer satisfaction is most significant, followed in decreasing order by sense experience, feel experience, act experience and think experience, indicating that if a customer makes an association with his surroundings, it will enhance his satisfaction. CONCLUSIONS The empirical results of this study support the following statements: sense perception is positively correlated with service excellence and aesthetic value ; feel perception is positively correlated with aesthetic value and playfulness value ; act perception is positively correlated with aesthetic value and playfulness value ; relate perception is positively correlated with customer return on investment, service excellence and aesthetic value ; feel experience, think experience and relate experience are positively correlated with brand image ; brand image is positively correlated with service excellence value, aesthetic value and playfulness value ; customer return on investment and aesthetic value are positively correlated with customer satisfaction ; and customer satisfaction is positively correlated with behavior intention. For this reason, experiential marketing can produce a positive correlation with customer satisfaction through different experiential values, showing the importance of experiential marketing to experiential values and customer satisfaction. The results also indicate that in experiential marketing it is more difficult to enhance customer return on investment value and playfulness value, possibly because motel room rates are higher that hotel rates, while most of the motel customers are white-collar workers earning middle-class wages that makes it more difficult for them to feel they have received more than they have paid for. Therefore, a change in pricing or product strategies is recommended. Motel managers may want to establish interesting amenities within the premises in order to offer motel guests additional entertainment. Table 6. The Effect of Each Construct Path Direct Path Effect Indirect Path Effect Overall Effect Sense Brand Image Feel Brand Image ** Think Brand Image ** Act Brand Image Relate Brand Image Sense CROI Feel Service Excellent Sense Aesthetics ** Sense Playfulness Feel CROI ** Feel Service Excellent Feel Aesthetics Feel Playfulness ** Think CROI ** Think Service Excellent Think Aesthetics Think Playfulness Act CROI Act Service Excellent Act Aesthetics **

10 Act Playfulness ** Relate CROI Relate Service Excellent ** Relate Aesthetics ** Relate Playfulness ** CROI Customer Service Excellent Customer ** Aesthetics Customer ** Playfulness Customer ** Brand Image CROI ** Brand Image Service Excellent Brand Image Aesthetics ** Brand Image Playfulness Brand Image Customer ** Customer Behavior Intention ** Note:* Indicating t 0.05 >1.96,** Indicating t 0.01 >2.576 Path SENSE Customer FEEL Customer ACT Customer THINK Customer RELATE Customer Table 7.The Effect of Experiential Marketing and Customer Direct Indirect Contents of Path Path Path Effect Effect Sense CROI Customer Sense Service Excellent Customer Sense Aesthetics Customer Sense Playfulness Customer Sense Brand Image Customer Feel CROI Customer Feel Service Excellent Customer Feel Aesthetics Customer Feel Playfulness Customer Feel Brand Image Customer Think CROI Customer Think Service Excellent Customer Think Aesthetics Customer Think Playfulness Customer Think Brand Image Customer Act CROI Customer Act Service Excellent Customer Act Aesthetics Customer Act Playfulness Customer Act Brand Image Customer Relate CROI Customer Relate Service Excellent Customer Relate Aesthetics Customer Relate Playfulness Customer Relate Brand Image Customer Note:*Indicating t 0.05 >1.96,** Indicating t 0.01 >2.576 Overall Effect REFERENCES Bagozzi R. P.and Yi Y. (1988). On the use of structural equation model in experimental designs. Journal of Marketing Research, 26, Berry, L. L. (1983). Relationship marketing, emerging perspectives of services. Marketing, American Marketing Association, 25-28, Chicago. Bolton R. N. and Drew J. H.(1991). A Longitudinal Analysis of the Impacts of Service Changes on Customer Attitudes. Journal of Marketing, 55, 1-9. Boulding W., Kalra A., Staelin R.and Zeithaml V. A. (1993). A dynamic process model of service quality: From expectation to behavioral intentions. Journal of Marketing Research, 30, Fornell & Larcker (1981).Structural equation models with unobservable variables and measurement errors, Journal of Marketing Research, 18(2),

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