Abstract

Perceived value has also been studied to investigate what consumers really want and how to reach their mind over the past decade. Marketers recently had made efforts to integrate the concept of perceived value into experiential marketing strategy. The key of perceived value is to understand not only how they satisfied with the product they purchased, but also how they felt the service they were involved in. The current study aimed to investigate the relationship between experiential consumption and customer satisfaction toward consumers in the resort hotel industry. Applying perceived value as a moderator, the study further examine the level of effect on the relationship between experiential consumption and customer satisfaction. Using purposive sampling method, data was collected from 378 subjects through the self-administrated questionnaire. The result indicated that all dimensions of experiential consumption had positive effect on customer satisfaction. Both dimensions of perceived value, in addition, showed positive effects on customer satisfaction. Perceived value was proven to have partially moderating effects on the relationship between experiential consumption and customer satisfaction. Suggestions and managerial implications were discussed in the study, and would provide contribution both to the body of knowledge in the filed of marketing management.

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