體驗營銷外文翻譯--體驗營銷 洞察消費者的消費心理（英文）

1、www.ajbms.org Asian Journal of Business and Management Sciences ISSN: 2047-2528 Vol. 2 No. 7 [21-26] ©Society for Business Research Promotion | 21 Experiential Marketing: An Insight into the Mind of the Consumer La

2、dipo Patrick Kunle Adeosun Department of Business Administration University of Lagos, Nigeria. E-mail: patrickladipo@yahoo.com Rahim Ajao Ganiyu (Corresponding author) Department of Business Administration Univer

3、sity of Lagos, Nigeria. E-mail: Abdulrahimajao@yahoo.com ABSTRACT Experiential Marketing is the process of engaging customers with in-depth experiences of the product or a brand. It can also be termed as a live market

4、ing engagement where there is a face to face interaction between the consumer and a product or a brand. Its purpose is to appeal to the emotional senses of the customers and to influence their choice decision. This pap

5、er aims at investigating consumer's response to retail experiential marketing. As a descriptive and explanatory study, it establishes a connection between consumer lifestyle and behavior in modern retailing and ho

6、w it affects customer satisfaction The paper suggests various characteristics and specifications that a retail outlet should have in order to appear most appealing to the consumer and create an experimental touch in

7、the entire retailing process. Keywords: Shopping experience, customer, event marketing, experiential marketing, customer satisfaction, emotional attachment. 1.INTRODUCTIONIn recent years, there has been increased inter

8、est 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 valu

9、e 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 app

10、roach 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 ‘expe

11、rience 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 fr

12、om 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 cu

13、stomer 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 fiv

14、e 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 (a

15、ct), and social- identity experience, all relating to a reference group or culture (relate). The author posits www.ajbms.org Asian Journal of Business and Management Sciences ISSN: 2047-2528 Vol. 2 No. 7 [21-26] ©

16、Society for Business Research Promotion | 23 paper aims to gauge consumers' responses to experiential marketing in modern retail outlets and analyze the effect of experiential marketing on consumer behavior. 2. CONC

17、EPTUAL BACKGROUNDExperience 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).

18、 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)

19、 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 fulfi

20、llment 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

21、 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 cu

22、stomer 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

23、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 (Mc

24、Cole, 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 incl

25、ude the value it provides the 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

26、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 exp

27、erience 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 whet

28、her 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 assess

29、ment 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,

30、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

31、 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 eff

32、ectiveness 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 the

33、se 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 experi

34、ential 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