Research Paper 2014 - 13
Tourist Satisfaction: a Customer Experience Quality Approach
Denise Gayle S. Valencia, Allyssa Nicole B. Ng, Jesca Veronica R. Arellano
Christian Patrick B. Reijnders, Christian Darryll A. Assong,
Michael Roger G. Saxton and Leilani De Guzman
We envision Saint Louis University as an excellent missionary
and transformative educational institution zealous in
developing human resources imbued with the
Christian Spirit and who are creative,
competent and socially involved.
SCHOOL OF ACCOUNTANCY AND BUSINESS MANAGEMENT
SAINT LOUIS UNIVERSITY
Tourist Satisfaction: a Customer Experience Quality ...view middle of the document...
On the other hand, there is a moderate relationship between customer satisfaction and outcome focus while there is a negatively low relationship between customer satisfaction and peace of mind.
Keywords: customer experience, customer satisfaction, product experience, outcome focus, moments of truth, peace of mind and travel and tour agencies
Background of the Study
Customer experience create competitive advantage in the three areas of perceived benefit— the customer, the staff and the organization (Johnston and Kong, 2011). The customer experience encompasses the total experience, including the search, purchase, consumption, and after-sale phases of the experience (Verhoef et al. 2009). In particular, it is created not only by those elements which the retailer can control but also by elements that are outside of the retailer’s control (Verhoef et al. 2009, p.32). Building on this, customer experience is the customer’s subjective response to the holistic direct and indirect encounter with the agency including but not necessarily limited to the product experience, outcome focus, moments of truth and peace of mind constructs presented by Klaus and Maklan (2012). Product experience is used to refer to all possible affective experiences involved in human-product interaction whereby the experience is shaped by the characteristics of the user (personality, skills, background, cultural values, and motives) and those of the product (shape, texture, color, and behavior). All actions and processes that are involved such as physical actions and perceptual and cognitive processes (perceiving, exploring, using, remembering, comparing, and understanding) will contribute to the experience according to Dewey (1980). In addition, the experience is always influenced by the context (physical, social, economical) in which the interaction takes place. The outcome focus is associated with reducing customers’ transaction cost such as seeking out and qualifying new providers reflecting the importance of goal-oriented experiences in consumer behavior (Huffman & Houston 1993). The moments of truth emphasize the importance of service recovery (Tax et al. 1998) and flexibility (Liljander and Strandvik, 1993) in dealing with customers once complications arise. The peace of mind describes the customer’s assessment of all the interactions with the service provider before, during and after the purchase of the service. This dimension includes statements strongly associated with the emotional aspects of the service (Edvardsson 2005; Klaus and Maklan 2011).
Literature suggests that the critical importance of customer experience leads to increasing customers’ satisfaction, loyalty, confidence or trust and the creation of emotional bonds with customers and competitive advantage (Johnston and Kong, 2011) for the enterprise. Therefore, to help travel agency/ies increase their potential for improving their clients’ experiences, this study intend to...