Consumer experience has been a popular topic among academic researchers as well as industry professionals. The Marketing Science Institute made it a research priority in 2010, and since then, there have been numerous scientific studies of consumer experience. While there has been an increase in the exploration of consumer experience since its introduction in Holbrook and Hirschmann’s (1982) seminal article, however, Ali et al. [14] mention that its conceptualization still lacks clarity. Based on Holbrook and Hirschman’s research on emotional aspects of experience’s significance in the 1980s, Pine and Gilmore (1998) propose the idea of consumer experience as customers looks for experiences that allow them to spend time enjoying a series of memorable events that a company stages is to engage them in an inherently personal way. A large number of scholars has described experiences as interactions with multiple actors such as the company or its elements (employees, physical environment and other customers) Berry et al. (2002); Meyer and Schwager (2007), while others consider service experience a response (sensory, affective, intellectual and behavioral) to interactions with service-related stimuli.
Author(s) Details:
Nina Farisha,
University of Malaya, Malaysia.
Norhayati Mat Yusoff Mohd Yusof,
Universiti Teknologi MARA, Malaysia.
Irina Mohd Akhir,
Universiti Teknologi Mara (Pulau Pinang), Malaysia.
Suriati Osman,
Universiti Teknologi MARA, Malaysia.
