Consumer Experience Management

You know those days when you return from the supermarket carrying a twelve pack of beer when all you wanted was a can or two? Yeap, know it too well. Or, when you are in a movie theater, and you find yourself buying a giant popcorn bag just to realize that you can't eat even half of it? Been there, done that. Wait, here’s another classic - how about being on a no-sugar diet, but ending up eating a double portion of chocolate caramel mousse at the restaurant? Ah, life.

Yeah, aaaaanndd...? I Mean, I Hate It but - It’s My Fault For Falling For It, Isn’t It?

Is it really your fault? Are you 100% sure that all your over-spending is up to you, and you only? Think about it for a second.

You don’t need it - but you end up buying it.
You don’t even like it - but you find yourself considering it until you purchase it.
You are lacking money as it is, but your shopping bags keep getting bigger.

And, where does this pattern lead? I’ll tell you - it leads to you actively feeling guilty or even scammed for overspending on something you absolutely didn’t want or need. But then, you get caught up thinking: Maybe I just grabbed a very good deal? This was a one-time offer, wasn’t it? Are things really that black and white? They are not, and you are not insane. You’re just… a consumer unaware of all market trickery. But, we’ll get to it already. Let’s try and reason things before we go into details.

Ok, I’m Listening…

So, say the twelve pack was on a discount, the jumbo popcorn bag cost a $1 more than the medium one, and that mousse at the restaurant looked absolutely delicious, in fact - so delicious that you couldn’t have helped yourself. And, let’s call that justification. But still, you somehow wound up with a bunch of things you didn’t want or need - well, at least not in THAT amount. At the same time, you spent more money than you’ve planned. How on Earth is that happening, and why does it keep happening to you?

I Know This All Too Well. Get to The Point Already!

Jeeeeeezzzzz, here it is! Ding-ding! You’ve been played by behavioral economics! And, guess what - it’s not only you, it’s everyone. These things happen all day, everyday… everywhere, to everybody. Ah, at least it’s not just you who’s been fooled, right?

Looking to recognize behavioral economics tricks and familiarize yourself with the importance of this discipline? Say no more! Let’s take a look at behavioral economics and its role in society. I’ll try to make it as simple as possible because I know how difficult it can get to understand the official lingo.

What Is the Difference Between Behavioral Economics and Regular Economics?

Comparing “regular” or traditional economics to behavioral economics, we conclude that the main difference is in approach to humans and their habits. Traditional economics considers people thoughtful, rational, organized and calculated. Ah, so sweet, right?

According to traditional economics, none of us has 30 pairs of shoes, we don’t buy Segways, and we all have piggy banks. Being so optimistic, it brings helpful algorithms and formulas that are a result of critical thinking and common sense.

At the same time, behavioral economists don’t believe that people are to be trusted with their patterns which is why they do experiments. Usually, what experts want to see is how we, as consumers, react to different influences and impulses and try to understand why people get confused, how they make decisions and how their emotions affect their thinking. Behavioral economics is, otherwise speaking, kinda more depressing. But very often more real too. It’s a slippery slope, indeed.

To make it all clearer, let’s play a little game? A simple coin toss, nothing fancy. If you win, you get $100. If you lose, you get nothing. Or would you like me to give you $50 and we don’t play any games? Love what you hear?

According to traditional economics, you should toss a coin because it gives you a 50/50 chance to win 100 bucks. But in reality, most of us would probably just take $50 since it’s a safer option. It’s better to go home with something than empty handed, right? This case shows that standard economics can’t explain everything. That’s why we need behavioral economics to jump in and point out that - some of the things we do - are mostly triggered by the fact that we hate losing.

Is Behavioral Economics Good for… Anything?

Knowing that people would rather avoid losing than actually try to win something but risk losing, many organizations adjusted their policies and strategies appropriately. For instance, some supermarkets in Washington D.C, in an attempt to lessen the use of disposable plastic bags, started offering 5 cent bonuses for every customer that brought reusable bags.

Sounds like a great idea, doesn’t it? You bring your own bag and get rewarded for that. Who wouldn’t accept that deal! Surprisingly, while this attempt to save the environment was awesome - it didn’t work out.

The moment supermarkets took a different approach and started charging 5 cents for each plastic bag, customers reacted and changed their habits. That’s nothing but behavioral economics at work. Once people recognized that they could lose money, they adopted the idea of tote bags.

The supermarket example is just one of many applications of behavioral economics. Understanding people’s nature is crucial for success in a number of other fields like marketing, insurance, or real estate. In fact, it’s a part of our everyday life.

How to Use Behavioral Economics to Our Own Advantage?

To show you that behavioral economics is everywhere around us, we’ll ask you this: does a shirt that costs $19.99 seem much cheaper than the other shirt with a price tag that says $20?

When you stop and think for a second, this trick doesn’t make any sense, but when you’re reacting impulsively, the difference of one cent seems like a game changer. You have an impression that you really saved money on that deal and that you’re spending responsibly… well, until you see the total amount on the receipt, at least.

Is There a Way to Beat Behavioral Economics’ Tricks and Hacks?

Eeeermmm… let’s just say you can try. The idea is not to be hasty with your shopping (or other) decisions, and try not to let clever marketing persuasion trick you. Think about what you want and need in life, then go get it. Ignore flashy colors, “great deals,” discounts, “just today” offers, and other trickery. Get just what you need. No more, no less. Then see how things go (for your wallet).

To a regular consumer who isn’t a part of an industry that studies and practices behavioral economics for research purposes, behavioral economics may seem like the science of rip off. And I get you. But, - it’s not. Behavioral economics isn’t always against you; it just has its own way of manipulating results to its advantage. If you give it a chance, you’ll see that it teaches you to study and understand human nature, and act accordingly. In that sense, the tendencies of others and their impulsiveness can open opportunities for smart and unbiased folks like you.

Use Behavioral Economics to Win

I tried to bring behavioral economics at least a bit closer to you and explain it within the context of everyday spending. In a nutshell, if someone asks - behavioral economics is the subfield of economics that focuses on irrational factors that influence man’s decision making.

Being an average consumer myself, I do hope that this article managed to inspire you to make positive changes in your approach to everyday decisions and buying patterns. If not that, it hopefully triggered an interest in behavioral economics and showcased how trying to predict people’s unpredictability can be exciting and fun. Let me know!

The purpose of this research is to explore the role of online photography in creating experience value in nature-based tourism, and what types of experience value are conveyed through photography-based user-generated content. The paper draws from existing literature in defining tourism experience value as a subjective, inter-subjective and inter-contextual construct, performed by situated valuation practices. Consequently, the paper presents interpretive and participatory netnography as an effective method to investigate experience value, and identifies online photography on Instagram as both a valuing practice and a valuing place. Results show the capability of online photography-based UGC to create multidimensional values from strategic combinations of textual and visual content. Simultaneously, new dimensions of experience value are introduced, which exist beyond single tourism experiential encounters, but critically contribute to an iterative experience valuation. Finally, Instagram posts introduce valuation timelines that can elude linear models of pre/in-situ/post-experience valuation, and assume subjective and fluid connotations.

Many businesses are managing a sharp decline in sales during the
ongoing coronavirus crisis. An instinctive reaction may be to cut low-performing products from their menu of offerings — but this isn’t always the best way forward. The authors lay out a case for adding an ultra-expensive product to their portfolio. There are five reasons to do it: To increase sales across other products; to communicate expertise; to convey prestige; to garner publicity; and to move upmarket.

This study aims to compare the sensory marketing tactics used by the Natura and O Boticário brands on the omnichannel. As a methodology, qualitative, descriptive research, netnographic and ethnographic research techniques were chosen. Ethnographic observation was carried out in physical stores and direct sales and netnographic observation in the ecommerce of the two brands, between May and September 2019. As a result, it is observed that the two brands have strong sensory marketing actions in their sales channels. It is important to highlight that O Boticário explores sensory marketing more widely in its physical stores, while Natura stands out in the direct sales channel. Both offer an increasingly remarkable shopping experience to consumers, making sensory marketing an important ally in sales.

Considered as a more competitive advantage than price, product, or quality, the concept of experience has received increasing attention in different disciplines. However, the pathway for handling experience has not been clearly set forth due to divergent conceptualizations and insufficient measures of customer experience. This study critically analyzes empirical and conceptual literature on experience, provides a holistic definition of experience, proposes an experience model with four main components (emotional, cognitive, sensorial, and conative), and suggests using a combination of several measures to capture the totality of tourism experience at pre-visit, onsite, and post-visit stages. These suggestions provide important implications for researchers and practitioners by offering new ways to explore customer interaction with tourist products, detect affective and sensory components leading to important consumption outcomes, investigate individual impacts of anticipation, onsite experience, and recall, as well as analyze effectiveness of destination marketing practices.

Abstract: Consumers' needs and demands that have been changing with technological developments and globalization cause business organizations to develop new strategies to be different from others in the intense competition environment. In this regard, differentiating brand in the market through consumer experience creates the basic starting point of experiential marketing. Experiential marketing applications are used in many sectors to reach target consumers and create brand perception and emerge as a test drive in the automotive industry. In this study, it has been tried to reveal experiences related to factors impressed by people who participate in the test drive for purchasing cars, their general emotions about brand during the test drive, sensory stimulants that people are influenced by and finally, the experiences about correlating with the brand. In this context face to face, surveys have been conducted with 106 academic personnel in Konya Selcuk University who participated in a test drive. In the results obtained, it has been seen that experiences acquired during test drive make people think purchasing brand today or in the future and participants feel closer to the brand through a test drive. Also, it has been determined that gender is an important factor on purchasing automobile, male participants has been affected by sensory and emotional stimulants more than females. Participants have been mostly affected by the sensory dimension of experiences; actual, intellectual, relational and emotional dimensions follow it respectively.

Research motivation: The researcher is a mystery shopper who has vast experience in various field analyses. The researcher has taken up a few good assignments in various domains, which has given him a good experience. Thus, this experience has motivated the researcher to explore how mystery shopping is used in social media and how the process works in reality. The connectivity between mystery shopping and social media is a new emerging topic and only a very few research work is seen and hence this gap has been used to proceed with this research title. Research materials and methods: The research work makes use of quantitative and qualitative techniques to draw and analyze the data. The respondents for this research work is mystery shoppers, market research agencies, experts in marketing research and mystery shopping, a few marketers who deal with digital marketing etc. The tool used for this research is factor analysis for quantitative analysis and various qualitative techniques to ...

The paper will try to apply the theoretical methods developed in the experience economy field to retailing, analysing what insurgent players are trying to do in order to transform a low commitment activity such as grocery shopping in a more entertaining and meaningful experience.
After a quick review of the main changes happened in retail, the paper will give an overall view of Eataly, the Italian-based grocery chain which is trying to challenge the incumbent business model through experience.
Later, after that the research question is presented, the paper will focus itself on the analysis of the firm’s value proposition applying several theoretical frameworks; among them the Pine and Gilmore’s “4 Experience Realms” (1999) and the User-Environment Relationship model developed by Bitner (1992).
The last par t of the paper will be focused on the qualitative and quantitative method that should be use to analyse the research question and the discussion of the expected results.

In marketing strategies, the consumer-focus approach reveals customer experience management as a differentiating tool for competitive advantage in increasing competitive environment. In recent years, museums compete with other leisure and educational institutions such as other museums, theatres, cinemas and amusement parks.

Experiences represent the core of the tourism and hospitality industry. Companies seek to create unique and personalised experiences by addressing the needs and wants of contemporary consumers who are looking for something new. While the importance of experiences is unquestioned, the understanding of how to use technology to create personalised experiences is limited in tourism theory and practice. Based on this rationale, this paper aims to explore how companies can strategically use technology to create personalised high-touch guest experiences. Following a single case study approach, this paper contributes by developing a process model proposing technology as a platform of co-creation. A two-fold information and experience flow is introduced between companies and consumers throughout multiple experience touch points. This exploratory study suggests high-tech as a critical factor in the co-creation and facilitation of high-touch experiences.

Este artigo propõe um diálogo entre teoria e práticas empíricas da The Walt Disney Company. Buscamos entender de que forma a organização se apropria do ​ storytelling ​ e o transforma em experiências como estratégias de sua comunicação, através de pesquisa bibliográfica documental. Com isso, investigamos de qual forma esses aspectos afetam seus públicos e como se tornou referência em produzir encantamento e construir vínculos emocionais que transpassam gerações.

Customer perception is considered to have an integral influence upon
restaurant selection as it is highly important to analyze the preferences of the customers. On the other hand, the Korean food is being accepted in different nations across the world because the younger generations tend to follow the pop culture of Korea which is a powerhouse of Korean media. The Korean restaurants are found to be gaining highly competitive advantage in Malaysia over the other ethnic restaurants. This is due to the customer positive perception regarding the Korean food and its culture. In this research, the focus is upon the identification of the influence of customer perception of selecting a Korean Restaurant in Malaysia. The research is conducted under the view of other scholars and their research as well as published studies. The theory of planned behavior is analyzed in this research along with assessing the customer
perception and its influence.

This paper is aimed at exploring the connection among different consumer promotions, consumer feedback & the reasons influencing their buying pattern. The data sampling was conducted on the customers of different brands of detergents. A planned questionnaire was used to find out the thoughts of people concerning consumer promotion in detergent brands. An anova, frequency analysis & independent sample t-test were run on the collected data to logically explore the relations and their scope. It was found that consumer promotion is positively correlated with the consumption pattern of those detergent brands. Again it is seen that both male & female have similar types of view towards sales promotion.
Consumer promotions are projected to give positive outcomes with the people who have positive reaction regarding consumer promotion and who might be influenced by promotional efforts. So while deciding on consumer promotion it is wise to think in advance that to whom the consumer promotion activity is aimed at. This way expenditure of large amounts of capital can be avoided by spending less on ineffective consumer promotion activity.
There were difficulties in getting data from Unilever Bangladesh Ltd as they do not want to disclose their confidential data. Again, enough studies on this topic weren’t done previously in the context of Bangladesh. That could have affected the outcome.
Every effort should be given to make the consumers think that the promotion offers that are given with the promoted brand are good enough, even when there is no promotional activity ongoing. Another thing the companies should keep in mind that the perceived value of the promotional offer assumed by the consumers should be higher because it will attract more customers & will create a new customer segment.

Keywords: Consumer, Sales Promotion, Detergent, Buying Pattern

Purpose-The research objectiveis to analyze the development and evolution of digital tools in luxury fashion companies. Design/methodology/aroach-A search for specific criteria and boolean algorithms is carried out in Web of Science and Scopus on "Marketing digital" [AND] "Fashion", once the results are obtained, a selection of the most cited is made, and critical and analytical reading is carried out. Findings-The relationship between digital marketing and fashion companies is reviewed from a perspective of economic growth and, more specifically, from the industrial sector's communication and marketing described above. However, the review clarifies that using social networks as virtual channels in managing reputation and engagement is not sufficiently addressed. In this sense, in a pandemic environment such as the one currently experienced, luxury fashion companies have assumed and understood the role of digital channels in building image, reputation, and desire to purchase by consumers in an environment that allows them to generate know the trends of stakeholders. Originality/value-Reviewing the evolution of digital tools in luxury fashionto build trendsbecomes essential with the increased use of social networks. There is little research with a targeted aroach to the evolution of digital marketing in luxury fashion. For this reason, the study attempts to compile the theoretical and reflective discussion in this regard, contributing to the understanding of consumer behavior in the digital environment today.

Chapter 2 provides a foundation for understanding consumer needs and behaviors related to services. The chapter is organized around the three-stage model of service consumption. This model explores how customers search for and evaluate alternative services, make purchase decisions, experience and respond to service encounters, evaluate service performance, and finally, develop loyalty.

This chapter reviews the field of event experience research, identifying major trends and setting out research directions for the future. Experiences are often viewed as the core of events and are therefore a key concern for event management and design. Much research has therefore focussed on the way in which experiences are produced and consumed within events, which are often viewed as special setting outside of everyday life. Recent research has extended to the complete visitor journey, considering what happens before and after the event as well. Future directions for event experience research suggested here include the development of improved measurement tools, examining the linkages between different elements of the event experience, the co-creation of value through event experiences, the development of 'event careers' among visitors and the application of new technologies to event experience research.

This paper reviews and synthesises multi-disciplinary research on destination experiences and outlines some of the future challenges facing researchers and practitioners. The paper is split into four main parts: the first reviews social scientific conceptualisations of consumption and consumer experiences; the second considers marketing and management perspectives; and the third focuses specifically on consumption experiences in destination settings. The final part examines the challenges for future research and identifies three critical sets of issues: the first concerns matters of scale and focus when conceptualising and examining destination experiences; the second deals with the various and seemingly incompatible conceptual and methodological approaches required to explore destination experiences; and the third concerns the increasing necessity to recognise complexity in terms of understanding the various stakeholders, processes and practices and their interactions, which shape destination experiences.

Experiences are becoming increasingly important in events and festivals, which are prime manifestations of the experience economy. However, research on event experiences has generally been concerned with economic impacts and visitor motivations (Gursoy, Kim, & Uysal, 2004). Few studies have attempted to operationalize and quantitatively analyze experiences, and there is no consensual definition regarding the essence of experiences (Walls, Okumus, Wang, & Kwun, 2011). This article develops an Event Experience Scale (EES), for event experiences. In this exploratory study the item generation and selection for this scale are presented in three phases: specifying the domain of construct and generation of items, item selection, and scale purification. An 18-item scale, comprised of 4 dimensions: affective engagement, cognitive engagement, physical engagement and experiencing newness, with satisfactory values for Cronbach’s alphas (.83, .86, .86, and .87), emerged. Implications for theoretical and practical research are discussed.

Consumers are constantly evolving, and the latest trend is consumers' increasingly wide-ranging level of cynicism, scepticism and indifference towards brands. This has resulted in a general decline in trust, respect and loyalty between consumers and brands. In the current banking scenario, it is obvious that banks gain a competitive advantage by rendering efficient service and thereby enhancing customer relationship. More emphasis on creating loyal customers is the need of the hour. It is pivotal for all players in the financial service industry to understand the needs of the customer and customize services based on their needs. This research work, therefore, examines the customers’ perception of the consumer relations activities of Guaranty Trust Bank (GTBank) with specific reference to the branch of GTBank in the University of Lagos. The study sought to find out the customers’ relations activities of GTBank; to know the customers’ perception of the consumer relations activities of GTBank; and to determine the factors that influence customer’s perception of GTBank Consumer relations activities. The theoretical frameworks for this study were perception theory propounded by Berelson and Steiner in 1994 and SERQUAL model propounded by Parasuraman, Zeithaml and Berry in 1988 with works of scholars both local and international on customer relationship management in the banking industry empirically reviewed in this study. 5-item interview guide and 25-item questionnaires were used to collect data for this study using convenience sampling technique to determine the sample size of the respondents. Three staff members of Guaranty Trust Bank were interviewed and 241 questionnaires out of the administered 250 served as the respondents for this study. On the whole, this study found that Guaranty Trust Bank relates with their customers through activities like physical banking facility (conducive banking environment), staff interaction and engagement, customer guidance, customer education, mobile/online/technological services, online platforms customer service unit, corporate social responsibility programmes and events service pricing. Also, customers are aware of the customer service unit of Guaranty Trust Bank as one means of fostering relationship and they pointed out that the customer service efficiency is at average meaning that they are satisfied with the performance. Another findings was that customers rated the use of technology by Guaranty Trust Bank with reference to the bank’s Automated Teller Machine facility, 737 Mobile Banking, Internet Banking and social media interactions as the major factors that influence their positive perceptions of the consumer relations activities of Guaranty Trust Bank. The researcher recommended that Guaranty Trust Bank and other businesses offering services should make sure there is efficiency in those activities they used to connect with their customers. It also recommended that Guaranty Trust Bank should keep improving on their use of technology to promote positive customers’ perception and helped to promote goodwill between them and their customers. Also the researcher posits that online assistant platforms should be used to engage with customers because that is where the population are and because of convenience.

Festivals and special event has becoming an important feature in a tourist destination’s general tourism development and marketing plan. Many have realized the important benefits of staging festivals and special events. Nonetheless, events require special consideration conceptualizing and understanding the event outcome based on experiential perspective. Only from the experiential view, the event researchers and organizer are able to grab the holistic view of event outcome created by a festival or special event. Hence, this study attempts to take a step towards an improved understanding and examination on the broader picture created by the festivals and special events by considering the experiential approach. Moreover, the framework strives to not only focusing on the physical products and services but also take account of emotional and value aspects, and affects of social interactions which might be very important aspects in a celebration of a festival or special event. The primary objective of this paper is to present a conceptual framework based on experiential paradigm that able to systematically assess visitors’ personal event experiences in context of festival or special event. Specifically, the framework enables examination of relationships of several important variables in event settings namely, event features, social interactions, visitor’s event experience, visitor’s overall satisfaction, future intentions, and level of experience.

Dinamika perubahan dan persaingan usaha tetap semakin bergerak cepat memasuki tahun 2020.  Munculnya banyak bisnis baru dari perusahaan-perusahaan rintisan semakin mewarnai iklim usaha di Indonesia.  Terlepas dari hal tersebut, anehnya banyak perusahaan mapan yang terancam untuk berganti fokus atau bahkan menutup usahanya karena keuntungan yang diperoleh tidak lagi bisa menutupi biaya operasional yang semakin meningkat.  Tetapi, apakah benar semuanya dikarenakan meningkatnya biaya operasional?  Biaya operasional hanya menjadi salah satu elemen dari kehidupan suatu bisnis.  Mau tidak mau, perubahan model usaha yang harus mengikuti dinamika yang ada saat ini.  Perusahaan yang masih mengandalkan strategi konvensional untuk menggaet pelanggan harus berpikir strategi baru yang lebih tepat bagi konsumen saat ini.

Information and communication technologies (ICTs) have become a key resource that has transformed travel and tourist experiences. Due to the increasing ubiquity and mobility of ICTs, they have become integral in creating connected experiences that interlink travel with everyday life. While recent studies have investigated value co-creation and the enhancement of experiences through ICTs, there is less knowledge about potential value co-destruction when ICTs come into place. This paper provides a first exploratory study to examine technology resource integration by looking at the dichotomous relationship of value co-creation and value co-destruction in connected tourist experiences. By adopting a qualitative in-depth methodology, this study has identified six dimensions, which highlight how value can be created and destroyed through connectedness. The paper contributes to service-dominant logic, resource integration and value creation discourses in a tourism and technology context, for which several theoretical and practical limitations are discussed.

To counteract increasing competition and satisfy evolving customers’ needs, many firms are changing the positioning of their offering, from being product-based into service-based. Despite the increasing relevance of this shift, it is still unclear if this choice has a differential impact on customer perceived value.

Therefore the purpose of this paper is to analyze customer perceived value for a firm’s offering being positioned either as service-based or product-based. An experiment was conducted using stimuli from two different product categories (hearing aids and bicycles) and measuring customers perceived value through the PERVAL scale’s four dimensions (quality value, emotional value, price value, social value).

The results show that presenting the product as service-based instead of good-based can enhance customer perceived value (in particular: quality, emotional and social value), but only if customers are not familiar with the product.

Recreational vehicle (RV) manufacturers have traditionally been viewed as having no direct effect on caravanning experiences beyond their role as the suppliers of the vehicles. Drawing on the theoretical approach known as service-dominant logic, this paper suggests that RV manufacturers play an active role in the co-creation of tourism experiences. This study adopted the framework developed by Storbacka, K., Brodie, R. J., P., Böhmann, T., Maglio P. P., & Nenonen, S. [(2016). Actor engagement as a microfoundation for value co-creation. Journal of Business Research, 69(1), 3008–3017] that considers engagement as a microfoundation of value co-creation to investigate value co-creation in this context. A template analysis of the data collected from in-depth interviews with all Italian motorhome manufacturers revealed themes relating to five issues: engaging actors, engaging platforms, actors’ dispositions, engagement properties and resource integration patterns. The theoretical and managerial implications of these findings are discussed.

ÖZET Sürekli artan rekabet ortam; yönetim, sat ve pazarlama stratejilerinde yeni yakla mlarn do masna sebep olmaktadr. Rakiplerden farklla may hedefleyen mü teri deneyimi yönetimi de son yllarda hem farkl akademik çal malara konu olmakta hem de i letmeler tarafndan pazarlama stratejilerinde daha fazla yer almaktadr.

Purpose -The purpose of this paper is to investigate business visitor behaviour at trade shows and to propose a complementary view based on the experiential perspective in marketing. Design/methodology/approach -The paper reports an ethnographic study conducted in the context of ten international trade shows in the textileapparel industry in Europe. Findings -The study sheds light on the nature of the experience provided by trade show exhibitors and organisers and on visitors' lived experiences. Trade shows immerse industrial buyers in a physical and cognitive experience that requires their active participation. Under such circumstances, industrial marketers who employ experiential marketing techniques are likely to increase their trade show performances. Originality/value -The paper adopts a new perspective that sees business visitor behaviour from an experiential standpoint and discusses the managerial implications that highlight the interplay of exhibitors and trade show organisers in designing and setting valuable experiences for visitors.

Purpose
In search of creating an extraordinary experience for customers, services have gone beyond the means of a transaction between buyers and sellers. In the event industry, where purchasing tickets online is a common procedure, it remains unclear as to how to enhance the multifaceted experience. This study aims at offering a snapshot into the most valued aspects for consumers and to uncover consumers' feelings toward their experience of purchasing event tickets on third-party ticketing platforms.

Design/methodology/approach
This is a cross-disciplinary study that applies knowledge from both data science and services marketing. Under the guise of natural language processing, latent Dirichlet allocation topic modeling and sentiment analysis were used to interpret the embedded meanings based on online reviews.

Findings
The findings conceptualized ten dimensions valued by eventgoers, including technical issues, value of core product and service, word-of-mouth, trustworthiness, professionalism and knowledgeability, customer support, information transparency, additional fee, prior experience and after-sales service. Among these aspects, consumers rated the value of the core product and service to be the most positive experience, whereas the additional fee was considered the least positive one.

Originality/value
Drawing from the intersection of natural language processing and the status quo of the event industry, this study offers a better understanding of eventgoers' experiences in the case of purchasing online event tickets. It also provides a hands-on guide for marketers to stage memorable experiences in the era of digitalization.

Tourists may experience the same negative event during their travel but evoke different emotions, some may express anger and others undertake dangerous actions. An understanding the relationship between such negative events, the emotions elicited, and tourists' subsequent actions will help in managing these emotional situations. This study adopts cognitive appraisal theory (CAT) to examine the antecedents of tourists' negative emotions (worry and anger) evoked by a flight delay, as well as their respective effects on tourists' behavioural intentions. Data was collected from 610 tourists who experienced a flight delay during travel. The results demonstrate that, as predicted by CAT, the appraisal dimensions of goal incongruence, certainty and other-agency are the common determinants of worry and anger, while the appraisal of circumstance-agency is negatively related with anger. The results also reveal that anger can lead to tourists' switching intentions, complaining behaviours, and negative word-of-mouth, while worry only affects complaining behaviours. This study extends our knowledge of appraisal dimensions that lead to tourists' emotions of worry and anger. It also discusses the impacts of such emotions have on tourists' behavioural intentions.

Retailers competition has recently become more intense than any other time, especially ,retailers want to gain much more market share now and seek ways to help attracting and satisfying customers more. Customer experience management is one of the most important ways in today's competitive world to maintain the profitability of an organization. Development of customer experience and creating a positive experience have significant impact on the organization's revenue and growth. Aesthetic leadership As a promising approach with its sensory and fundamental delicate aspects will have an important role for an optimal customer experience. This research aims to study the effects of aesthetic leadership on customer experience management in Karaj chain stores. For attaining this purpose a thorough examination of the literature takes place and using two aesthetic leadership and customer experience management questionnaires among 178 stores managers, effects of seven independent variables of aesthetic leadership will be studied including identifying beauty and efficiency, discovering everyday experience, special attention to instrumental and ethical issues, developing artistic sensitivity in rational process, the given appeal of followers, validating the relationship between leaders and followers, clarifying the relationship between leaders and followers on customer experience management.

PT KAI merupakan pengelola tunggal jasa transportasi kereta di Indoneisa. Tingginya urbanisasi antar Bandung – Jakarta, KA Argo Parahyangan menjadi andalan masyarakat dalam berpergian. Namun terjadi penurunan okupansi sejak 2010 dan kurangnya tingkat reputasi dan loyalitas merek pada penumpang terhadap jasa transportasi kereta api di daerah operasi 2 Bandung. Hal ini disebabkan oleh kurang optimalnya experiential marketing sehingga berdampak terhadap citra PT KAI khususnya Daop 2 Bandung. Experiential marketing merupakan teknik pemasaran yang telah banyak diterapkan oleh pemasar. Melalui kelima modul utama yaitu sense, feel, think, act dan relate marketing dapat memberikan kesan terbaik dihati konsumen. Penelitian ini dimaksudkan untuk mengetahui bagaimana penerapan experiential marketing, citra penumpang KA Argo Parahyangan terhadap PT KAI, dan pengaruh experiential marketing terhadap citra perusahaan. Penelitian ini menggunakan metode analisa asosiatif kausal terhadap 60 responden yang merupakan penumpang berulang KA Argo Parahyangan sebagai sampel. Hasil penelitian ini adalah penerapan experiential marketing PT KAI pada KA Argo Parahyangan pada kategori cukup dan kebenaran adanya pengaruh positif dan signifikan secara simultan antara kelima modul utama experiential marketing terhadap citra PT KAI. Sedangkan ada pula pengaruh positif dan signifikan secara parsial dari 2 dari 5 modul utama experiential marketing terhadap citra PT KAI. Dimana sense merupakan variabel dari experiential marketing yang memiliki pengaruh paling besar terhadap citra PT KAI.