Marketing Intelligence on Customer Experiential Values: An Structural Equation Model Approach

This paper is aimed at studying the marketing intelligence that affect customerpsilas experiential value in the restaurant chain industry. A structural equation model is proposed, incorporating customer characteristics, productspsila features, service quality, environmental ambience, traffic profile, and reputation as antecedents and components of consumer experience, to measure experiential value. Results of analysis of empirical data of a domestic restaurant chain show that product quality, service level, and dining environment are the main factors that impact experiential value. Customerspsila utilitarian orientation and convenient transportation options also affect consumer experience and have a direct positive effect on experiential value. Based on these conclusions, recommendations about enterprise marketing practices are provided, and further research directions are pointed out.