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Central European Management Journal

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Year 2016 
Volume 24 
Issue 4

Attitudes of Polish Consumers Toward Experiential Marketing

Monika Skorek
University of Warsaw

2016 24 (4) Central European Management Journal

DOI 10.7206/jmba.ce.2450-7814.185

Article contents

Abstract

Purpose: The experience economy is a concept that can be defined as a new way of perceiving the market offer of an enterprise, focusing on the customer experience. Enterprises, both in the production and service industries, are becoming similar to one another on a massive scale, which makes it increasingly difficult to stand out. The response to this can be to offer the consumer an unforgettable experience related to a product or service provided by a company.

Methodology: This study analysed the results of qualitative research on the attitudes and opinions of Polish consumers on experience marketing.

Results/findings: The results showed that participants of the study were prepared to transition from the economy based on products or services to an economy based on experiences at a moderate level. They declared a willingness to participate in experiences offered by companies but at the same time focus on the cost and utility of them.

References

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  31. Tsai, W. (2001). Determinants and consequences of employee displayed positive emotions. Journal of Management, 27: 497–512, https://doi.org/10.1177/014920630102700406 [Google Scholar]
  32. Addis, M. and Holbrook, M. (2001). On the conceptual link between mass customisation and experiential consumption: An explosion of subjectivity. Journal of Consumer Behavior, 1: 50–66, https://doi.org/10.1002/cb.53 [Google Scholar]
  33. Bashar, A., Ahmad, I. and Wasiq, M. (2013). A Study of Influence of Demographic Factors on Consumer Impulse Buying Behavior. Journal of Management Research, 13(3): 145–154. [Google Scholar]
  34. Boswijk, A., Thijssen, T. and Peelen, E. (2007). The experience economy – a new perspective. Amsterdam: Prentice Hall Pearson. [Google Scholar]
  35. Carbone, L.P. and Haeckel, S.H. (1994). Engineering customer experiences. Marketing Management, 3: 9–19. [Google Scholar]
  36. Caru, A. and Cova, B. (2003). Revisiting Consumption Experience: A More Humble but Complete View of the Concept. Marketing Theory, 3: 259–278, https://doi.org/10.1177/14705931030032004 [Google Scholar]
  37. Caru, A. and Cova, B. (2007). Consuming experience. Oxford: Routledge. [Google Scholar]
  38. Chebat, J., Filiatrault, P., Gelinas-Chebat, C. and Vaninsky, A. (1995). Impact of waiting attribution and consumer’s mood on perceived quality. Journal of Business Research, 34: 191–196, https://doi.org/10.1016/0148-2963(95)98346-4 [Google Scholar]
  39. Dziewanowska, K. (2015). Dimensions of Real and Virtual Consumer Experiences. UW Faculty of Management Working Paper Series, 9(4). [Google Scholar]
  40. Edgell, S., Hetherington, K. and Warde, A. (1997). Consumption Matters: The Production and Experience of Consumption. Oxford: Blackwell. [Google Scholar]
  41. Firat, A. and Dholakia, N. (1998). Consuming People: From Political Economy to Theatres of Consumption. London: Sage, https://doi.org/10.4324/9780203449813 [Google Scholar]
  42. Gentile, C., Spiller, N. and Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25: 395–410, https://doi.org/10.1016/j.emj.2007.08.005 [Google Scholar]
  43. Giardini, A. and Frese, M. (2008). Linking service and employees’ emotional competence to customer satisfaction: A multilevel approach. Journal of Organizational Behavior, 29: 155–170, https://doi.org/10.1002/job.509 [Google Scholar]
  44. Gordon, F. (1987). Radical behaviourism and consumer research theoretical promise and empirical problems. International Journal of Research in Marketing: 116–127. [Google Scholar]
  45. Gountas, S., Ewing, M. and Gountas, J. (2007). Testing airline passengers’ responses to flight attendants’ expressive displays: The effects of positive affect. Journal of Business Research, 60: 81–83, https://doi.org/10.1016/j.jbusres.2006.09.022 [Google Scholar]
  46. Hirschman, E.C. and Holbrook, M.B. (1986). Expanding the Ontology and Methodology of Research on the Consumption Experience. In: D. Grinberg and R.J. Lutz (eds.), Perspectives on Methodology in Consumer Research. New York, https://doi.org/10.1007/978-1-4613-8609-4_7 [Google Scholar]
  47. Holbrook, M. and Hirschman, E. (1982). The Experiential Aspects of Consumption: Consumer Fantasy, Feelings and Fun. Journal of Consumer Research, 9: 132–140, https://doi.org/10.1086/208906 [Google Scholar]
  48. Holt, D.B. (1997, June). How Consumers Consume: A Taxonomy of Consumption Practices. Journal of Consumer Research: 1–16. [Google Scholar]
  49. Ismail, A.R., Melewar, T., Lim, L. and Woodside, A. (2011). Customer experience with brands: Literature review and research directions. The Marketing Review, 11: 205–225, https://doi.org/10.1362/146934711X589435 [Google Scholar]
  50. Janaki, P. and Premila, S. (2012). A study on customer involvement in purchase of home appliance. International Journal of Marketing and Technology, 2(1): 170–171. [Google Scholar]
  51. Kacprzak, A., Dziewanowska, K. and Skorek, M. (2015). Gospodarka doświadczeń. Perspektywa polskiego konsumenta. Warszawa: Wydawnictwo Naukowe PWN. [Google Scholar]
  52. Kaltcheva, V. and Parasuraman, A. (2009). Personality-relatedness and reciprocity framework for analyzing retailer-consumer interactions. Journal of Business Research, 62: 601–608, https://doi.org/10.1016/j.jbusres.2008.05.019 [Google Scholar]
  53. Kotler, Ph. (2004). Principles of Marketing. 3rd edition. Boston: McGraw Hill edition. [Google Scholar]
  54. LaSalle, D. and Britton, T.A. (2003). Priceless: Turning Ordinary Products into Extraordinary Experiences. Boston: Harvard Business School Press. [Google Scholar]
  55. Martin, D., O’Neill, M., Hubbard, S. and Palmer, A. (2008). The role of emotion in explaining consumer satisfaction and future behavioural intention. Journal of Services Marketing, 22(3): 224–236, https://doi.org/10.1108/08876040810871183 [Google Scholar]
  56. Pine, J. and Gilmore, J. (1999). The Experience Economy: Work is Theatre & Every Business a Stage. Boston: Harvard Business School Press. [Google Scholar]
  57. Pine, J. and Gilmore, J. (2011). The Experience Economy. Boston: Harvard Business Review Press. [Google Scholar]
  58. Prahalad, C. K. and Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18: 5–14, https://doi.org/10.1002/dir.20015 [Google Scholar]
  59. Schmitt, B. (1999). Experiential Marketing: How to Get Customers to SENSE, FEEL, THINK, ACT and RELATE to Your Company and Brands. New York: The Free Press. [Google Scholar]
  60. Shaw, C. and Ivens, J. (2002). Building great customer experiences. New York: Palgrave Macmillan, https://doi.org/10.1057/9780230554719 [Google Scholar]
  61. Tang, C., Seal, C., Naumann, S. and Miguel, K. (2013). Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions. International Review of Management and Marketing, 3(2): 50–57. [Google Scholar]
  62. Tsai, W. (2001). Determinants and consequences of employee displayed positive emotions. Journal of Management, 27: 497–512, https://doi.org/10.1177/014920630102700406 [Google Scholar]
  63. Addis, M. and Holbrook, M. (2001). On the conceptual link between mass customisation and experiential consumption: An explosion of subjectivity. Journal of Consumer Behavior, 1: 50–66, https://doi.org/10.1002/cb.53 [Google Scholar]
  64. Bashar, A., Ahmad, I. and Wasiq, M. (2013). A Study of Influence of Demographic Factors on Consumer Impulse Buying Behavior. Journal of Management Research, 13(3): 145–154. [Google Scholar]
  65. Boswijk, A., Thijssen, T. and Peelen, E. (2007). The experience economy – a new perspective. Amsterdam: Prentice Hall Pearson. [Google Scholar]
  66. Carbone, L.P. and Haeckel, S.H. (1994). Engineering customer experiences. Marketing Management, 3: 9–19. [Google Scholar]
  67. Caru, A. and Cova, B. (2003). Revisiting Consumption Experience: A More Humble but Complete View of the Concept. Marketing Theory, 3: 259–278, https://doi.org/10.1177/14705931030032004 [Google Scholar]
  68. Caru, A. and Cova, B. (2007). Consuming experience. Oxford: Routledge. [Google Scholar]
  69. Chebat, J., Filiatrault, P., Gelinas-Chebat, C. and Vaninsky, A. (1995). Impact of waiting attribution and consumer’s mood on perceived quality. Journal of Business Research, 34: 191–196, https://doi.org/10.1016/0148-2963(95)98346-4 [Google Scholar]
  70. Dziewanowska, K. (2015). Dimensions of Real and Virtual Consumer Experiences. UW Faculty of Management Working Paper Series, 9(4). [Google Scholar]
  71. Edgell, S., Hetherington, K. and Warde, A. (1997). Consumption Matters: The Production and Experience of Consumption. Oxford: Blackwell. [Google Scholar]
  72. Firat, A. and Dholakia, N. (1998). Consuming People: From Political Economy to Theatres of Consumption. London: Sage, https://doi.org/10.4324/9780203449813 [Google Scholar]
  73. Gentile, C., Spiller, N. and Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25: 395–410, https://doi.org/10.1016/j.emj.2007.08.005 [Google Scholar]
  74. Giardini, A. and Frese, M. (2008). Linking service and employees’ emotional competence to customer satisfaction: A multilevel approach. Journal of Organizational Behavior, 29: 155–170, https://doi.org/10.1002/job.509 [Google Scholar]
  75. Gordon, F. (1987). Radical behaviourism and consumer research theoretical promise and empirical problems. International Journal of Research in Marketing: 116–127. [Google Scholar]
  76. Gountas, S., Ewing, M. and Gountas, J. (2007). Testing airline passengers’ responses to flight attendants’ expressive displays: The effects of positive affect. Journal of Business Research, 60: 81–83, https://doi.org/10.1016/j.jbusres.2006.09.022 [Google Scholar]
  77. Hirschman, E.C. and Holbrook, M.B. (1986). Expanding the Ontology and Methodology of Research on the Consumption Experience. In: D. Grinberg and R.J. Lutz (eds.), Perspectives on Methodology in Consumer Research. New York, https://doi.org/10.1007/978-1-4613-8609-4_7 [Google Scholar]
  78. Holbrook, M. and Hirschman, E. (1982). The Experiential Aspects of Consumption: Consumer Fantasy, Feelings and Fun. Journal of Consumer Research, 9: 132–140, https://doi.org/10.1086/208906 [Google Scholar]
  79. Holt, D.B. (1997, June). How Consumers Consume: A Taxonomy of Consumption Practices. Journal of Consumer Research: 1–16. [Google Scholar]
  80. Ismail, A.R., Melewar, T., Lim, L. and Woodside, A. (2011). Customer experience with brands: Literature review and research directions. The Marketing Review, 11: 205–225, https://doi.org/10.1362/146934711X589435 [Google Scholar]
  81. Janaki, P. and Premila, S. (2012). A study on customer involvement in purchase of home appliance. International Journal of Marketing and Technology, 2(1): 170–171. [Google Scholar]
  82. Kacprzak, A., Dziewanowska, K. and Skorek, M. (2015). Gospodarka doświadczeń. Perspektywa polskiego konsumenta. Warszawa: Wydawnictwo Naukowe PWN. [Google Scholar]
  83. Kaltcheva, V. and Parasuraman, A. (2009). Personality-relatedness and reciprocity framework for analyzing retailer-consumer interactions. Journal of Business Research, 62: 601–608, https://doi.org/10.1016/j.jbusres.2008.05.019 [Google Scholar]
  84. Kotler, Ph. (2004). Principles of Marketing. 3rd edition. Boston: McGraw Hill edition. [Google Scholar]
  85. LaSalle, D. and Britton, T.A. (2003). Priceless: Turning Ordinary Products into Extraordinary Experiences. Boston: Harvard Business School Press. [Google Scholar]
  86. Martin, D., O’Neill, M., Hubbard, S. and Palmer, A. (2008). The role of emotion in explaining consumer satisfaction and future behavioural intention. Journal of Services Marketing, 22(3): 224–236, https://doi.org/10.1108/08876040810871183 [Google Scholar]
  87. Pine, J. and Gilmore, J. (1999). The Experience Economy: Work is Theatre & Every Business a Stage. Boston: Harvard Business School Press. [Google Scholar]
  88. Pine, J. and Gilmore, J. (2011). The Experience Economy. Boston: Harvard Business Review Press. [Google Scholar]
  89. Prahalad, C. K. and Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18: 5–14, https://doi.org/10.1002/dir.20015 [Google Scholar]
  90. Schmitt, B. (1999). Experiential Marketing: How to Get Customers to SENSE, FEEL, THINK, ACT and RELATE to Your Company and Brands. New York: The Free Press. [Google Scholar]
  91. Shaw, C. and Ivens, J. (2002). Building great customer experiences. New York: Palgrave Macmillan, https://doi.org/10.1057/9780230554719 [Google Scholar]
  92. Tang, C., Seal, C., Naumann, S. and Miguel, K. (2013). Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions. International Review of Management and Marketing, 3(2): 50–57. [Google Scholar]
  93. Tsai, W. (2001). Determinants and consequences of employee displayed positive emotions. Journal of Management, 27: 497–512, https://doi.org/10.1177/014920630102700406 [Google Scholar]
  94. Addis, M. and Holbrook, M. (2001). On the conceptual link between mass customisation and experiential consumption: An explosion of subjectivity. Journal of Consumer Behavior, 1: 50–66, https://doi.org/10.1002/cb.53 [Google Scholar]
  95. Bashar, A., Ahmad, I. and Wasiq, M. (2013). A Study of Influence of Demographic Factors on Consumer Impulse Buying Behavior. Journal of Management Research, 13(3): 145–154. [Google Scholar]
  96. Boswijk, A., Thijssen, T. and Peelen, E. (2007). The experience economy – a new perspective. Amsterdam: Prentice Hall Pearson. [Google Scholar]
  97. Carbone, L.P. and Haeckel, S.H. (1994). Engineering customer experiences. Marketing Management, 3: 9–19. [Google Scholar]
  98. Caru, A. and Cova, B. (2003). Revisiting Consumption Experience: A More Humble but Complete View of the Concept. Marketing Theory, 3: 259–278, https://doi.org/10.1177/14705931030032004 [Google Scholar]
  99. Caru, A. and Cova, B. (2007). Consuming experience. Oxford: Routledge. [Google Scholar]
  100. Chebat, J., Filiatrault, P., Gelinas-Chebat, C. and Vaninsky, A. (1995). Impact of waiting attribution and consumer’s mood on perceived quality. Journal of Business Research, 34: 191–196, https://doi.org/10.1016/0148-2963(95)98346-4 [Google Scholar]
  101. Dziewanowska, K. (2015). Dimensions of Real and Virtual Consumer Experiences. UW Faculty of Management Working Paper Series, 9(4). [Google Scholar]
  102. Edgell, S., Hetherington, K. and Warde, A. (1997). Consumption Matters: The Production and Experience of Consumption. Oxford: Blackwell. [Google Scholar]
  103. Firat, A. and Dholakia, N. (1998). Consuming People: From Political Economy to Theatres of Consumption. London: Sage, https://doi.org/10.4324/9780203449813 [Google Scholar]
  104. Gentile, C., Spiller, N. and Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25: 395–410, https://doi.org/10.1016/j.emj.2007.08.005 [Google Scholar]
  105. Giardini, A. and Frese, M. (2008). Linking service and employees’ emotional competence to customer satisfaction: A multilevel approach. Journal of Organizational Behavior, 29: 155–170, https://doi.org/10.1002/job.509 [Google Scholar]
  106. Gordon, F. (1987). Radical behaviourism and consumer research theoretical promise and empirical problems. International Journal of Research in Marketing: 116–127. [Google Scholar]
  107. Gountas, S., Ewing, M. and Gountas, J. (2007). Testing airline passengers’ responses to flight attendants’ expressive displays: The effects of positive affect. Journal of Business Research, 60: 81–83, https://doi.org/10.1016/j.jbusres.2006.09.022 [Google Scholar]
  108. Hirschman, E.C. and Holbrook, M.B. (1986). Expanding the Ontology and Methodology of Research on the Consumption Experience. In: D. Grinberg and R.J. Lutz (eds.), Perspectives on Methodology in Consumer Research. New York, https://doi.org/10.1007/978-1-4613-8609-4_7 [Google Scholar]
  109. Holbrook, M. and Hirschman, E. (1982). The Experiential Aspects of Consumption: Consumer Fantasy, Feelings and Fun. Journal of Consumer Research, 9: 132–140, https://doi.org/10.1086/208906 [Google Scholar]
  110. Holt, D.B. (1997, June). How Consumers Consume: A Taxonomy of Consumption Practices. Journal of Consumer Research: 1–16. [Google Scholar]
  111. Ismail, A.R., Melewar, T., Lim, L. and Woodside, A. (2011). Customer experience with brands: Literature review and research directions. The Marketing Review, 11: 205–225, https://doi.org/10.1362/146934711X589435 [Google Scholar]
  112. Janaki, P. and Premila, S. (2012). A study on customer involvement in purchase of home appliance. International Journal of Marketing and Technology, 2(1): 170–171. [Google Scholar]
  113. Kacprzak, A., Dziewanowska, K. and Skorek, M. (2015). Gospodarka doświadczeń. Perspektywa polskiego konsumenta. Warszawa: Wydawnictwo Naukowe PWN. [Google Scholar]
  114. Kaltcheva, V. and Parasuraman, A. (2009). Personality-relatedness and reciprocity framework for analyzing retailer-consumer interactions. Journal of Business Research, 62: 601–608, https://doi.org/10.1016/j.jbusres.2008.05.019 [Google Scholar]
  115. Kotler, Ph. (2004). Principles of Marketing. 3rd edition. Boston: McGraw Hill edition. [Google Scholar]
  116. LaSalle, D. and Britton, T.A. (2003). Priceless: Turning Ordinary Products into Extraordinary Experiences. Boston: Harvard Business School Press. [Google Scholar]
  117. Martin, D., O’Neill, M., Hubbard, S. and Palmer, A. (2008). The role of emotion in explaining consumer satisfaction and future behavioural intention. Journal of Services Marketing, 22(3): 224–236, https://doi.org/10.1108/08876040810871183 [Google Scholar]
  118. Pine, J. and Gilmore, J. (1999). The Experience Economy: Work is Theatre & Every Business a Stage. Boston: Harvard Business School Press. [Google Scholar]
  119. Pine, J. and Gilmore, J. (2011). The Experience Economy. Boston: Harvard Business Review Press. [Google Scholar]
  120. Prahalad, C. K. and Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18: 5–14, https://doi.org/10.1002/dir.20015 [Google Scholar]
  121. Schmitt, B. (1999). Experiential Marketing: How to Get Customers to SENSE, FEEL, THINK, ACT and RELATE to Your Company and Brands. New York: The Free Press. [Google Scholar]
  122. Shaw, C. and Ivens, J. (2002). Building great customer experiences. New York: Palgrave Macmillan, https://doi.org/10.1057/9780230554719 [Google Scholar]
  123. Tang, C., Seal, C., Naumann, S. and Miguel, K. (2013). Emotional Labor: The Role of Employee Acting Strategies on Customer Emotional Experience and Subsequent Buying Decisions. International Review of Management and Marketing, 3(2): 50–57. [Google Scholar]
  124. Tsai, W. (2001). Determinants and consequences of employee displayed positive emotions. Journal of Management, 27: 497–512, https://doi.org/10.1177/014920630102700406 [Google Scholar]

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APA style

Skorek, Monika (2016). Skorek, M. . (2016). Attitudes of Polish Consumers Toward Experiential Marketing. Central European Management Journal, 24(4), 109-124. https://doi.org/10.7206/jmba.ce.2450-7814.185 (Original work published 2016)

MLA style

Skorek, Monika. Skorek, M. . “Attitudes Of Polish Consumers Toward Experiential Marketing”. 2016. Central European Management Journal, vol. 24, no. 4, 2016, pp. 109-124.

Chicago style

Skorek, Monika. Skorek, Monika . “Attitudes Of Polish Consumers Toward Experiential Marketing”. Central European Management Journal, Central European Management Journal, 24, no. 4 (2016): 109-124. doi:10.7206/jmba.ce.2450-7814.185.

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