The following table showcases details with regard to all the variables with items to measure those variables aside; Furthermore, questions developed on the basis of the items are also
juxtaposed, which will be developed into questionnaire with five point modified Likert scale anchored by (1) Strongly Disagree, and (5) Strongly Agree. The questionnaire will be attached in the appendix section.
3.4.1. Independent Variables Sense Marketing
To begin with, since sense marketing resorts to consumers’ senses such as “sight, sound, touch, taste, and smell” (Schmitt, 2000, p.115), it is the process that consumer have contact with their surroundings through their perceptive system such as input from visual, audial, gustative, olfactory to tactile input. Just as the founder of the theory has put, the purpose of sense marketing is to evoke “aesthetic pleasure, excitement, and beauty through sensory stimulation” (Schmitt, 2000, p.115). Since this study wants to especially focus on visual, sound, and touch aspect of the sense marketing, therefore the following questions are formed:
(1) In general, I enjoy the visual design of the space of Eslite Bookstore.
(2) In general, I enjoy the overall usage of color of interior design in Eslite Bookstore.
(3) In general, I enjoy the arrangement of the space overall in Eslite Bookstore.
(4) In general, I enjoy the texture of being able to touch the goods in Eslite Bookstore.
Feel Marketing
Secondly, as for the second aspect this study seeks to examine, “feel marketing”, which is a marketing strategy that requires certain emotion to be aroused by creating certain kind of
“consumption experience” (Schmitt, 2000, p.137). In other words, it seeks to elicit the internal feelings within consumers meanwhile manage to link that emotion to the brand (Schmitt, 2000). It is stated that seeking “meaningful experience” (Diller et al, 2005) is essential in communicating marketing messages as well as related to positive customer experience. Therefore, this study argues that for the feel marketing, creating the environment that can evoke such feelings is imperative. The following are questions to measure feeling aspect:
(1) In general, I consider the vibe in Eslite Bookstore to be full of atmosphere of literature and art atmospheric.
(2) In general, shopping experience in Eslite Bookstore is considered to be positive activity (3) In general, shopping experience in Eslite Bookstore is considered to be meaningful activity.
(4) Shopping experience in Eslite Bookstore is considered to be relaxing activity.
Relate Marketing
As for “relate marketing”, it resorts to coining the experiences that include the consumers into some kind of social context, and could even generate consumers’ relation to their own identity, self perception, social role, society group or even a bigger context as long as they find which the experience relatable to (Schmitt, 2000). Therefore, this study finds significant connection between relate marketing and transcendent customer experience. Moreover, relate marketing is argued to be a certain type of “symbolic consumption” (Wattanasuwan, 2005), which is to consume not only to “create and sustain the self” but also “locate us in society” (Wattanasuwan, 2005, p.179).
Therefore, the following questions are proposed to measure relate marketing:
(1) In general, shopping experience in Eslite Bookstore is a symbolic activity of my taste.
(2) In general, shopping experience in Eslite Bookstore enables me to understand myself more.
(3) In general, shopping experience in Eslite Bookstore enables me to interact with others.
Transcendent Customer Experience
Another important contribution the paper has made is that customers are reported to have
“desire to transcend mundane consumerism”, which is also an intriguing avenue for related
studies while focusing on the proactive role of consumers (Schouten et al., 2007). It is tested under the condition of adopted experiential marketing campaign and was eventually proved to be valid in creating the sense of brand community (Schouten et al, 2007). From the original paper, it is stated that TCE is characterized by “self-transformations, awakening separations from mundane, and connectedness to larger phenomena outside the self ” (Schouten et al, 2007). Therefore, the questions to measure the items of TCE are:
(1) In general, shopping experience in Eslite Bookstore gives me sense of self-transformation.
(2) In general, shopping experience in Eslite Bookstore gives me sense of separation from mundane.
(3) In general, shopping experience in Eslite Bookstore enable me to be connected to the society.
(4) In general, shopping experience in Eslite Bookstore gives me sense of immersion.
3.4.2. Dependent Variables Consumer Satisfaction
Consumer satisfaction has been stated to be a key factor assisting the company to attract more new customers, retain more existing customer, and avoid more lost customers (Parasuraman et al, 1987). As for the definitions, it indicates the extent products embodies the value (Hempel, 1977); It was further defined as an outcome generated through the surprise in the midst of
consumption (Oliver, 1980), an evaluation of certain consumption experience (Fornell, 1992), and has been even divided into general satisfaction, product satisfaction, and service satisfaction (Bakakus, Beinstock and Scotter, 2004).
Combining definitions in the previous studies and adjusting to the scenario this study aims to look at, the measuring items for consumer satisfaction will be “the extent the experience render valuable”, “satisfaction to the product”, “satisfaction to the service”, and “satisfaction to the shopping experience overall”. Therefore, the questions are proposed:
(1) In general, I regard the whole shopping experience in Eslite Bookstore valuable.
(2) In general, I am satisfied with the goods in Eslite Bookstore overall.
(3) In general, I am satisfied with the service in Eslite Bookstore overall.
(4) In general, I am satisfied with the shopping experience in Eslite Bookstore overall.
Consumer Loyalty
Incorporating what has been mentioned in the previous studies and adjusting to the experiential marketing aspects this study aims to look at, the measuring items for consumer loyalty will be “repeating visit”, “word of mouth”, and “favorability of leisure time choices”.
Therefore, the questions are proposed:
(1) I will revisit Eslite Bookstore.
(2) I will make positive comment on Eslite Bookstore to others.
(3) Shopping experiences in Eslite Bookstore is one of my favorite activities.
Customer-Based Brand Equity
Incorporating the essence of customer-based brand equity and adjusting to the experiential marketing aspects this study aims to investigate, the measuring items for customer-based brand equity will be “perceived uniqueness”, “demonstration of the brand value”, and “representative brand”. Since this study has chosen Eslite Bookstore as the objective to investigate, the questions are been adapted as the following:
(1) In general, I consider Eslite Bookstore unique compared with other ones.
(2) In general, Eslite Bookstore has successfully demonstrated its’ brand value (arts, innovation, and life)
(3) In general, I consider Eslite Bookstore to be a one of the most representative brands of cultural and creativity in Taiwan.