房地产体验营销外文翻译文献.docx
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房地产体验营销外文翻译文献.docx
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房地产体验营销外文翻译文献
房地产体验营销外文翻译文献
(文档含英文原文和中文翻译)
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,theusefulnessofmeasuringtheseattributesoftheeventdependsupontheassumptionandbeliefthataneventthatis
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