体验营销外文翻译体验营销 洞察消费者的消费心理.docx

体验营销外文翻译体验营销 洞察消费者的消费心理.docx

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体验营销外文翻译体验营销洞察消费者的消费心理

1880单词，1.1万英文字符，3160汉字

ExperientialMarketing

AnInsightintotheMindoftheConsumer

AdeosunLPK,GaniyuRA.ExperientialMarketing:

AnInsightintotheMindoftheConsumer[J].AsianJournalofBusinessandManagementSciences,2012,2

LadipoPatrickKunleAdeosun，RahimAjaoGaniyu

Abstract

ExperientialMarketingistheprocessofengagingcustomerswithin-depthexperiencesoftheproductorabrand.Itcanalsobetermedasalivemarketingengagementwherethereisafacetofaceinteractionbetweentheconsumerandaproductorabrand.Itspurposeistoappealtotheemotionalsensesofthecustomersandtoinfluencetheirchoicedecision.Thispaperaimsatinvestigatingconsumer'sresponsetoretailexperientialmarketing.Asadescriptiveandexplanatorystudy,itestablishesaconnectionbetweenconsumerlifestyleandbehaviorinmodernretailingandhowitaffectscustomersatisfaction.Thepapersuggestsvariouscharacteristicsandspecificationsthataretailoutletshouldhaveinordertoappearmostappealingtotheconsumerandcreateanexperimentaltouchintheentireretailingprocess.

Keywords:

Shoppingexperience,customer,experientialmarketing,customersatisfaction,emotionalattachment.

1.INTRODUCTION

Inrecentyears,therehasbeenincreasedinterestinbuildingandenhancingcustomerexperienceamongresearchersandpractitioners.Companiesareshiftingtheirattentionandeffortsfrompremiumpricesorsuperiorqualitytomemorableexperiences.Also,thevaluecreatedbymemorableoruniquecustomerexperiencesandemotionsexertsignificantimpactonorganizationalperformanceintermsofcustomersatisfaction,retentionandloyalty.Experientialmarketingisthenewapproachwhichviewsmarketingasanexperienceandtreatsconsumptionlikeatotalexperiment,bytakingcognizanceoftherationalandemotionalaspectsofconsumptionusingeclecticmethods.

Weareintheeraof„experienceeconomy‟andthemainconcernandpreoccupationofproactiveorganizationishowtocreatetotalexperienceanduniquevaluesystemforcustomers,whichnecessitatetheneedtounderstandthelifeofcustomerfromperspectiveoftheirshoppingexperience.Experiencesisinherentinthemindofeveryone,andmayresultintophysical,emotional,andcognitiveactivitieswhichinvariablymaygeneratestrongfeelingsthatthecustomermighttakeaway.Experiencetendstocomefromtheinteractionofpersonalmindsandevents,andthusnotwoexperiencesmaybethesameinanyoccasion（Schmitt1999）.

Schmitt（2003）distinguishesbetweenfivetypesofexperiencethatmarketerscancreateforcustomerstoinclude;sensoryexperience（sense）affectiveexperience（feel）,creativecognitiveexperience（think）,physicalexperience,behaviorsandlifestyles（act）,andsocial-identityexperience,allrelatingtoareferencegrouporculture（relate）.Theauthorpositsthattheultimategoalofexperientialmarketingistocreateholisticexperiencethatseektointegratealltheseindividualtypesofexperiencesintototalcustomerexperience.

AccordingtoPineandGilmore（1999）,economicdevelopmentisgeneratinganewanddynamiceraofexperiences,whichchallengethetraditionalsalesapproachfocusingonproductsalesandserviceoffering.Andinordertoenhanceconsumers'emotionalconnectionstothebrandandprovideapointofdifferentiationinacompetitiveoligopoly,retailershaveturnedtheirattentiontocreatingmemorableretailexperiences,whichtrytoappealtoconsumersatbothphysicalaswellaspsychologicallevels.

Theemergenceandspreadofshoppingmalls,supermarketsandhypermarketsinbothdevelopedanddevelopingcountries,heightenedcompetitionforconsumers‟spendableordiscretionaryincomes.Therearethereforemorechoicesavailableforconsumersthaneverbefore.Insuchasituationretailersseekstodevelopbusinessstrategiesthatfocusoncreatingandmaintainingcustomers,byofferingcustomersadifferentiatedshoppingexperience.

Theterm"ExperientialMarketing"referstoactualcustomerexperiencewiththe

product/servicethatdrivesalesandincreasebrandimageandawareness.Whendoneright,it'sthemostpowerfultechniquetowinbrandloyalty.Olorunniwoetal（2006）concludedthatcustomerexperienceisrelatedtobehavioralintentionsandconnectingtheaudiencewiththeauthenticnatureofthebrandisoneoftheprimegoalofexperientialmarketing.Thisisachievedthroughparticipationinpersonallyrelevant,credibleandmemorableencounters.

Shoppinghasbeenconsideredasearchprocesswhereshopperswouldliketoensurethattheymaketherightdecisions.Inaddition,theyalsointendtoderiveemotionalsatisfaction（Tauber1972）.Ithasbeenfoundthatahighlevelofbrandawarenessmaynottranslateintosales.Proactiveorganizationshouldconsidereveryvisitoftheshopperasadistinctencounterandamomentoftruth.Unlesstheinteractionissatisfactory,thenextvisitmaynotguaranteed.Therefore,ifthestoredoesnotprovideacompellingreasonforarepeatpatronage,theamountofpurchasepervisitmaylikelydecline（Zeithaml1998）.

Thegrowingsignificanceofexperientialmarketinghasresultedintodiverseandfascinatingstudyontheconcept（e.g.Csikzentmihalyi1997Schmitt1999;PineandGilmore1999;Holbrook2000;Arnouldetal2002CaruandCova2003tomentionafew）.However,thedynamicsofconsumerbehaviorhavenecessitatedtheneedformorepapers.Withfewexceptions,theexistingexperientialretailliteraturehasfocusedmainlyontheisolatedtestingofstaticdesignelements（i.e.atmospherics,ambientconditions,andservicescapearchitecture）ofretailstores（TurleyandMilliman2000）.McCole（2004）inparticularrecognizesthisdearthofacademicresearchintheareasofexperientialandeventmarketingasanindicationofthedivisionbetweenacademiaandbusinessandcallsformarketingtheoryintheseareastobemorecloselyalignedwithpractice.

Similarly,Gupta,（2003）identifiedalackofsystemicbodyofknowledgeandconceptualframeworkonwhichtobasescientificinquiryasakeytenetofexperientialmarketing.Thecurrentstudyseekstoaddresssomeofthesegapsintheliterature.Inconsequencethispaperaimstogaugeconsumers'responsestoexperientialmarketinginmodernretailoutletsandanalyzetheeffectofexperientialmarketingonconsumerbehavior.

2.CONCEPTUALBACKGROUND

Experienceasdefinedwithintherealmofmanagementisapersonaloccurrencewithemotionalsignificancecreatedbyaninteractionwithproductorbrandrelatedstimuli（HolbrookandHirschman1982）.Forthistobecomeexperientialmarketingtheresultmustbe“somethingextremelysignificantandunforgettablefortheconsumerimmersedintheexperience”（CaruandCova2003,p.273）.AccordingtoSchmitt（1999）experientialmarketingishowtogetcustomerstosense,feel,think,act,andrelatewiththecompanyandbrands.Customersatisfactionisakeyoutcomeofexperientialmarketingandisdefinedasthe“customerfulfillmentresponse”whichisanevaluationaswellasanemotion-basedresponsetoaservice.Itisanindicationofthecustomer‟sbeliefontheprobabilityorpossibilityofaserviceleadingtoapositivefeeling.Andpositiveaffectispositivelyandnegativelyrelatedtosatisfaction.

Experientialmarketinginvolvesthemarketingofaproductorservicethroughexperienceandintheprocessthecustomerbecomesemotionallyinvolvedandconnectedwiththeobjectoftheexperience（Marthurs1971）.Awelldesignedexperienceengagestheattentionandemotionoftheconsumer,andbecomesmemorableandallowsforafreeinterpretation,asitisnon-partisan（Hoch2002）.Incontrasttotraditionalmarketingwhichfocusesongainingcustomersatisfaction,experientialmarketingcreatesemotionalattachmentfortheconsumers（McCole2004）.ThesensoryoremotionalelementofatotalexperiencehasagreaterimpactonshapingconsumerpreferencesthantheproductorserviceattributesZaltman（2003）.Thebenefitsofapositiveexperienceincludethevalueitprovidestheconsumer（Babinetal1994;Holbrook1999）andthepotentialforbuildingcustomerloyalty.

Experientialretailstrategiesfacilitatethecreationofemotionalattachments,whichhelpcustomersobtainahigherdegreeofpossessivecontroloverin-storeactivities（Schmitt2003）.Thesestrategiesallowconsumerstobecomeimmersedwithintheholisticexperiencedesign,whichoftencreatesaflowofexperiences.Affectivereactionbasedonaninteractionwithanobjectcanbedescribedasaperson‟ssubjectiveperceptionorjudgmentaboutwhethersuchinteractionwillchangehisorhercoreaffectorhisorheremotiontowardtheobject.Cognitivereactiontowardinteractingwiththeobjectinvolvescognitivereasoningorappraisal,andisaconsumerassessmentofthepurchaseimplicationsforhis/herwellbeing.Cognitiveandaffectivereactionstowardsanobjectcanbequitedifferent,forexample:

onemightappraisetakinggarlicasgoodandusefulforone‟shealth,nevertheless,onecanatthesametimeconsideritunpleasantduetoitssmellandtaste.

Experientialeventscanturnouttocreatebothconsumerandconsumptionexperiencesandcanbyfarmoreeffectiveinattainingcommunicationgoals.CaruandCova（2003）conceptualizationofexperience,andCsikzentmihalyi（1997）experiencetypologyand7„I‟sofWoodandMasterman（2007）mayserveasausefulframeworkforevaluatingtheeffectivenessofaneventbydevelopingmeasuresthatrelatestothelevelofchallenges,newness,surprise,andmatchingitwiththeaudience‟spriorexperienceandskilllevel.However,theusefulnessofmeasuringtheseattributesoftheeventdependsupontheassumptionandbeliefthataneventthatisstron