This article seeks to examine the impact of the customer experience (concept of THINK, FEEL, SENSE, ACT and RELATE developed by Schmitt in 1999) on relationship quality with travel agencies in a multichannel environment (in-store and online). A self-administered Web questionnaire was answered by 289 adult respondents from a panel of individuals residing in Canada, not working for a travel agency and having visited both the physical agency (in-store) and website (online) of the travel agency with which they generally conducted business. Results were analyzed using structural modeling techniques (EQS 6.2). For both the in-store and online contexts, results pointed to the THINK and FEEL dimensions as the key factors positively impacting relationship quality. The ACT (in-store) and SENSE (online) dimensions were also found to influence relationship quality positively.
AgagG. A.El-MasryA. A.2016. “Why Do Consumers Trust Online Travel Websites? Drivers and Outcomes of Consumer Trust toward Online Travel Websites.” Journal of Travel Research. Published online April15. doi:10.1177/0047287516643185.
2.
AhoS. K.2001. “Towards a General Theory of Touristic Experiences: Modeling Experience Process in Tourism.” Tourism Review56 (3): 33–37.
3.
AndersonE. W.FornellC.MazvacherylS. K.2004. “Customer Satisfaction and Shareholder Value.” Journal of Marketing68 (October): 172–85.
4.
AndersonE. W.SullivanM. W.1993. “The Antecedents and Consequences of Customer Satisfaction for Firms.” Marketing Science12 (2): 125–43.
5.
AndrewsL.KielG.DrennanJ.BoyleM. V.WeerawardadenaJ.2007. “Gender Perceptions of Experimental Value in Using Web-based Retail Channels.” European Journal of Marketing41 (5/6): 640–58.
6.
BagozziR. P.GopinathM.NyerP. U.1999. “The Role of Emotions in Marketing.” Journal of the Academy of Marketing Science27 (2): 184–206.
7.
BakerD. ACromptonJ. L.2000. “Quality, Satisfaction and Behavioral Intentions.” Annals of Tourism Research27 (3): 785–804.
8.
BarberN.2009. “Wine Consumers Information Search: Gender Differences and Implications for the Hospitality Industry.” Tourism and Hospitality Research9 (3): 250–69.
9.
BaumgartnerH.SteenkampJ.-B. E.1996. “Exploratory Consumer Buying Behavior: Conceptualization and Measurement.” International Journal of Research in Marketing13 (2): 121–37.
10.
BaxendaleS.MacdonaldE. K.WilsonH. N.2015. “The Impact of Different Touchpoints on Brand Consideration.” Journal of Retailing91 (2): 235–53.
BonnM. A.FurrH. L.1999. “Predicting a Behavioral Profile for Pleasure Travelers on the Basis of Internet Use Segmentation.” Journal of Travel Research37 (4): 333–40.
13.
BrakusJ. J.SchmittB. H.ZarantonelloL.2009. “Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?” Journal of Marketing73 (3): 52–68.
14.
BrocatoD. E.VoorheesC. M.BakerJ.2012. “Understanding the Influence of Cues from Other Customers in the Service Experience: A Scale Development and Validation.” Journal of Retailing8 (3): 384–98.
15.
BrowneM. W.CudeckR.1993. “Alternative Ways of Assessing Model Fit.” In Testing Structural Equation Models, edited by BollenK. A.LongJ. S., 136–62. Beverly Hills, CA: Sage.
16.
BrunI.RajaobelinaL.RicardL.2014. “Online Relationship Quality: Scale Development and Initial Test.” International Journal of Bank Marketing32 (1): 5–27.
17.
CarùA.CovaB.2003. “Revisiting Consumption Experience: A More Humble but Complete View of the Concept.” Marketing Theory3 (2): 267–86.
ChenC.-C.PetrickJ. F.ShahvaliM.2016. “Tourism Experiences as a Stress Reliever: Examining the Effects of Tourism Recovery Experiences on Life Satisfaction.” Journal of Travel Research55 (2): 150–60.
20.
ChildersT. L.CarrC. L.PeckJ.CarsonS.2001. “Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior.” Journal of Retailing77 (4): 511–35.
21.
ClarkM. N.AdjeiM. T.YanceyD. N.2009. “The Impact of Service Fairness Perceptions on Relationship Quality.” Services Marketing Quarterly30 (3): 287–302.
22.
ColeS. T.ScottD.2004. “Examining the Mediatng Role of Experience Quality in a Model of Tourist Experiences.” Journal of Travel & Tourism Marketing16 (1): 79–90.
23.
CoulterK. S.2002. “The Effects of Travel Agent Characteristics on the Development of Trust: A Contingency View.” Journal of Travel & Tourism Marketing11 (4): 67–86.
24.
CoutureA.ArcandM.SénécalS.OuelletJ.-F.2013. “The Influence of Tourism Innovativeness on Online Consumer Behavior.” Journal of Travel Research54 (1): 66–79.
25.
CrosbyL. A.EvansK. R.CowlesD.1990. “Relationship Quality in Services Selling: An Interpersonal Influence Perspective.” Journal of Marketing54 (3): 68–81.
26.
CrouchG. I.HuybersT.OppenwalH.2016. “Inferring Future Vacation Experience Preference from Past Vacation Choice: A Latent Class Analysis.” Journal of Travel Research55 (5): 574–87.
27.
De CannièreM. J.De PelsmackerP.GeuensM.2009. “Relationship Quality and the Theory of Planned Behavior Models of Behavioral Intentions and Purchase Behavior.” Journal of Business Research62:82–92.
28.
De WulfK.Odekerken-SchröderG.IacobucciD.2001. “Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration.” Journal of Marketing65 (4): 33–50.
29.
DingC. G.TsengT. H.2015. “On the Relationships among Brand Experience, Hedonic Emotions, and Brand Equity.” European Journal of Marketing49 (7/8): 994–1015.
30.
DolnicarS.ColtmanT.SharmaR.2015. “Do Satisfied Tourists Really Intend to Come Back? Three Concerns with Empirical Studies of the Link between Satisfaction and Behavioral Intention.” Journal of Travel Research54 (2): 152–78.
31.
DubeL.MenonK.2000. “Multiple Roles of Consumption Emotions in Post-purchase Satisfaction with Extended Service Transactions.” International Journal of Service Industry Management11 (3): 287–304.
32.
DwyerF. R.OhS.1987. “Output Sector Munificence Effects on the Internal Political Economy of Marketing Channels.” Journal of Marketing Research24 (4): 347–58.
33.
FernandesT.CruzM.2016. “Dimensions and Outcomes of Experience Quality in Tourism: The Case of Port Wine Cellars.” Journal of Retailing & Consumer Services31:371–79.
34.
FinnA.2005. “Reassessing the Foundations of Customer Delight.” Journal of Service Research8 (2): 103–16.
35.
FornellC.1992. “A National Customer Satisfaction Barometer: The Swedish Experience.” Journal of Marketing56 (1): 6–22.
36.
FornellC.LarckerD.1981. “Evaluating Structural Equations Models with Unobservable Variables and Measurement Error.” Journal of Marketing Research18 (1): 39–50.
37.
GanesanS.1994. “Determinants of Long-Term Orientation in Buyer-Seller Relationships.” Journal of Marketing58 (2): 1–19.
38.
GargR.RahmanZ.QureshiM. N.2014. “Measuring Customer Experience in Banks: Scale Development and Validation.” Journal of Modelling in Management9 (1): 87–117.
39.
GentileC.SpillerN.NociG.2007. “How to Sustain the Customer Experience: An Overview of Experience Components that Co-Create Value with the Customer.” European Management Journal25 (5): 395–410.
40.
GitelsonR. J.CromptonJ. L.1983. “The Planning Horizons and Sources of Information Used by Pleasure Vacationers.” Journal of Travel Research21 (3): 2–7.
41.
GrégoireY.FisherR. J.2006. “The Effects of Relationship Quality on Customer Retaliation.” Marketing Letters17 (1): 31–46.
42.
GrewalD.LevyM.KumarV.2009. “Customer Experience Management in Retailing: An Organizing Framework.” Journal of Retailing85 (1): 1–14.
43.
GrissemannU. S.Stokburger-SauerN. E.2012. “Customer Co-creation of Travel Services: The Role of Company Support and Customer Satisfaction with the Co-creation Performance.” Tourism Management33 (6): 1483–92.
44.
HaH.PerksH.2005. “Effects of Consumer Perceptions of Brand Experience on the Web: Brand Familiarity, Satisfaction and Brand Trust.” Journal of Consumer Behaviour4 (6): 438–52.
45.
HaJ.JangS.2009. “Perceived Justice in Service Recovery and Behavioral Intentions: The Role of Relationship Quality.” International Journal of Hospitality Management28 (3): 319–27.
46.
HairJ. F.BlackW. C.BabinB. J.AndersonR. E.2010. Multivariate Data Analysis, 7th ed. Upper Saddle River, NJ: Prentice Hall.
47.
HanH.BackK. J.2007. “Assessing Customers’ Emotional Experiences Influencing Their Satisfaction in the Lodging Industry.” Journal of Travel and Tourism Marketing23 (1): 43–56.
48.
Hennig-ThurauT.KleeA.1997. “The Impact of Customer Satisfaction and Relationship Quality on Customer Retention: A Critical Reassessment and Model Development.” Psychology & Marketing14 (8): 737–64.
49.
HirschmanE. C.HolbrookM. B.1982. “Hedonic Consumption: Emerging Concepts, Methods and Propositions.” Journal of Marketing46 (3): 92–101.
50.
HolbrookM. B.HirschmanE. C.1982. “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun.” Journal of Consumer Research9 (2): 132–40.
HosanyS.PrayagG.DeesilathamS.CauševicS.OdehK.2015. “Measuring Tourists’ Emotional Experiences: Further Validation of the Destination Emotion Scale.” Journal of Travel Research54 (4): 482–95.
53.
HosanyS.WithamM.2010. “Dimensions of Cruisers’ Experiences, Satisfaction and Intention to Recommend.” Journal of Travel Research49 (3): 351–64.
54.
HuL. T.BentlerP. M.1999. “Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria versus New Alternatives.” Structural Equation Modeling6 (1): 1–55.
55.
HuangY.HuangF.HsuM.ChangF.2009. “Determinants and Outcomes of Relationship Quality: An Empirical Investigation on the Chinese Travel Industry.” Asia Pacific Journal of Tourism Research14 (1): 59–75.
56.
HuiT. K.WanD.2005. “Factors Affecting Consumers’ Choice of a Travel Agency.” Journal of Travel & Tourism Marketing19 (4): 1–12.
57.
HulténB.2011. “Sensory Marketing: The Multi-sensory Brand-Experience Concept.” European Business Review23 (3): 256–73.
58.
HupferM.2002. “Communicating with the Agentic Woman and the Communal Man: Are Stereotypic Advertising Appeals Still Relevant?” Academy of Marketing Science Review3:1–15.
59.
HwangJ.SeoS.2016. “A Critical Review of Research on Customer Experience Management.” International Journal of Contemporary Hospitality Management28 (10): 2218–46.
60.
IacobucciD.OstromA.1993. “Gender Differences in the Impact of Core and Relational Aspects of Services on the Evaluation of Services Encounters.” Journal of Consumer Psychology2 (3): 257–86.
61.
JinN. P.LineN. D.GohB.2013. “Experiential Value, Relationship Quality, and Customer Loyalty in Full-Service Restaurants: The Moderating Role of Gender.” Journal of Hospitality Marketing & Management22 (7): 679–700.
62.
JonesD. L.MakB.SimJ.2007. “A New Look at the Antecedents and Consequences of Relationship Quality in the Hotel Service Environment.” Services Marketing Quarterly28 (3): 15–31.
63.
JungL. H.SooK. M.2012. “The Effect of Brand Experience on Brand Relationship Quality.” Academy of Marketing Studies Journal16 (1): 87–98.
64.
KimS.2012. “Audience Involvement and Film Tourism Experiences: Emotional Places, Emotional Experiences.” Tourism Management33 (2): 387–96.
65.
KimW. G.ChaY.2002. “Antecedents and Consequences of Relationship Quality in Hotel Industry.” International Journal of Hospitality Management21 (4): 321–38.
66.
KimW. G.LeeH. Y.2004. “Comparison of Web Service Quality between Online Travel Agencies and Online Travel Suppliers.” Journal of Travel & Tourism Marketing17 (2/3): 105–16.
67.
KimW. G.LeeY.-K.YooY.-J.2006. “Predictors of Relationship Quality and Relationship Outcomes in Luxury Restaurants.” Journal of Hospitality & Tourism Research3 (2): 143–69.
68.
KimJ.RitchieJ. R. B.McCormickB.2012. “Development of a Scale to Measure Memorable Tourism Experiences.” Journal of Travel Research51 (1): 12–25.
69.
KnoblochU.RobertsonK.AitkenR.2016. “Experience, Emotion, and Eudaimonia: A Consideration of Tourist Experiences and Well-Being.” Journal of Travel Research. Published online June9. doi:10.1177/0047287516650937.
70.
KobylanskiA.2012. “Attributes and Consequences of Customer Satisfaction in Tourism Industry: The Case of Polish Travel Agencies.” Journal of Service Science5 (1): 29–42.
71.
KrachtJ.WangY.2010. “Examining the Tourism Distribution Channel: Evolution and Transformation.” International Journal of Contemporary Hospitality Management22 (5): 736–57.
72.
KrishnaA.2012. “An Integrative Review of Sensory Marketing: Engaging the Senses to Affect Perception, Judgment and Behavior.” Journal of Consumer Psychology22 (3): 332–51.
73.
LaiI. K. W.2014. “The Role of Service Quality, Perceived Value, and Relationship Quality in Enhancing Customer Loyalty in the Travel Agency Sector.” Journal of Travel & Tourism Marketing31 (3): 417–42.
74.
LawR.LawA.WaiE.2002. “The Impact of the Internet on Travel Agencies in Hong Kong.” Journal of Travel & Tourism Marketing11 (2/3): 105–26.
75.
LawR.LeungR.2000. “A Study of Airlines’ Online Reservation Services on the Internet.” Journal of Travel Research3 (2): 202–11.
76.
LeblancG.1992. “Factors Affecting Customer Evaluation of Service Quality in Travel Agencies: An investigation of Customer Perceptions.” Journal of Travel Research30 (4): 10–16.
77.
LeeJ. Y.-L.SungH. H.DefrancoA. L.ArnoldR. A.2004. “Developing, Operating, and Maintaining a Travel Agency Website.” Journal of Travel & Tourism Marketing17 (2-3): 205–23.
78.
LeeS. A.JeongM.2014. “Enhancing Online Brand Experiences: An Application of Congruity Theory.” International Journal of Hospitality Management40:49–58.
79.
LeeY. K.KimY. S.LeeK. H.LiD. X.2012. “The Impact of CSR on Relationship Quality and Relationship Outcomes: A Perspective of Service Employees.” International Journal of Hospitality Management31:745–56.
80.
LiX.PetrickJ. F.2008. “Tourism Marketing in an Era of Paradigm Shift.” Journal of Travel Research46 (3): 235–44.
81.
LoA. S-Y.ImH. H.2014. “Drivers of Customer–Brand Relationship Quality: A Case of Mainland Chinese Hotel Loyalty Program Members.” Journal of Travel & Tourism Marketing31 (7): 763–82.
82.
MacIntoshG.2007. “Customer Orientation, Relationship Quality, and Relational Benefits to the Firm.” Journal of Services Marketing21 (3): 150–59.
83.
MahrousA. A.HassanS. S.2016. “Achieving Superior Customer Experience: An Investigation of Multichannel Choices in the Travel and Tourism Industry of an Emerging Market.” Journal of Travel Research. Published online November14. doi:10.1177/0047287516677166.
84.
ManthiouA.LeeS. A.TangL. R.ChiangL.2014. “The Experience Economy Approach to Festival Marketing: Vivid Memory and Attendee Loyalty.” Journal of Services Marketing28 (1): 22–35.
85.
MartinJ.MortimerG.AndrewsL.2015. “Re-examining Online Customer Experience to Include Purchase Frequency and Perceived Risk.” Journal of Retailing and Consumer Services25:81–95.
86.
MaunierC.CamelisC.2013. “Toward an Identification of Elements Contributing to Satisfaction with the Tourism Experience.” Journal of Vacation Marketing19 (1): 19–39.
87.
Meyers-LevyJ.MaheswaranD.1991. “Exploring Differences in Males’ and Females’ Processing Strategy.” Journal of Consumer Research18 (1): 63–70.
88.
MolinerM. A.SanchezJ.RodriguezR. M.CallarisaL.2007. “Relationship Quality with a Travel Agency: The Influence of the Post-purchase Perceived Value of a Tourism Package.” Tourism and Hospitality Research7 (3/4): 194–211.
89.
MoormanC.ZaltmanG.DeshpandeR.1992. “Relationships between Providers and Users of Market Research: The Dynamics of Trust within and Between Organizations.” Journal of Marketing Research29 (3): 314–28.
90.
NguyenT. T. M.NguyenT. D.2014. “Enhancing Business Relationship Quality Through Cultural Sensitization.” Journal of Relationship Marketing13 (1): 70–87.
ParkY. A.GretzelU.Sirakaya-TurkE.2007. “Measuring Web Site Quality for Online Travel Agencies.” Journal of Travel & Tourism Marketing23 (1): 15–30.
94.
PineB. J.GilmoreJ. H.1998. “Welcome to the Experience Economy.” Harvard Business Review76 (4): 97–105.
95.
PineB. J.GilmoreJ. H.1999. The Experience Economy. Boston: Harvard Business School Press.
96.
PrayagG.HosanyS.MuskatB.Del ChiappaG.2017. “Understanding the Relationships between Tourists’ Emotional Experiences, Perceived Overall Image, Satisfaction, and Intention to Recommend.” Journal of Travel Research56 (1): 41–54.
97.
PutrevuS. 2004. “Communicating with the Sexes: Male and Female Responses to Print Advertising.” Journal of Advertising33 (3): 51–62.
98.
RajaobelinaL.BergeronJ.2009. “Antecedents and Consequences of Buyer-Seller Relationship Quality in the Financial Services Sector.” International Journal of Bank Marketing27 (5): 359–80.
99.
RenL.QiuH.WangP.LinP. M. C.2016. “Exploring Customer Experience with Budget Hotels: Dimensionality and Satisfaction.” International Journal of Hospitality Management52:13–23.
100.
RichardM.-O.ChebatJ.-C.YangZ.PutrevuS.2010. “A Proposed Model of Online Consumer Behavior: Assessing the Role of Gender.” Journal of Business Research63 (9/10): 926–34.
101.
RichinsM. L.1997. “Measuring Emotions in the Consumption Experience.” Journal of Consumer Research24 (2): 127–46.
102.
RitchieJ. B.Sun TungV. W.RitchieR. J. B.2011. “Tourism Experience Management Research.” International Journal of Contemporary Hospitality Management23 (4): 419–38.
103.
RoseS.ClarkM.SamouelP.HairN.2012. “Online Customer Experience in E-retailing: An Empirical Model of Antecedents and Outcomes.” Journal of Retailing88 (2): 308–22.
104.
SchmittB. H.1999. Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands. New York: Free Press.
ShawG.BaileyA.WilliamsA.2011. “Aspects of Service-Dominant Logic and Its Implications for Tourism Management: Examples from the Hotel Industry.” Tourism Management32 (2): 207–14.
107.
SlattenT.MehmetogluM.SvenssonG.SvaeriS.2009. “Atmospheric Experiences that Emotionally Touch Customers: A Case Study from a Winter Park.” Managing Service Quality19 (6): 721–46.
108.
SteinA.RamaseshanB.2016. “Towards the Identification of Customer Experience Touch Point Elements.” Journal of Retailing and Consumer Services30:8–19.
109.
TajeflH.1981. Human Groups and Social Categories. Cambridge, UK: Cambridge University Press.
110.
ThaoH. T. P.SwierczekF. W.2008. “Internet Use, Customer Relationships and Loyalty in the Vietnamese Travel Industry.” Asia Pacific Journal of Marketing and Logistics20 (2): 190–210.
111.
TsaiS.-P.2005. “Integrated Marketing as Management of Holistic Consumer Experience.” Business Horizons48 (5): 431–41.
112.
TsaurS.-H.ChiuY.-T.WangC.2006. “The Visitors Behavioral Consequences of Experiential Marketing: An Empirical Study on Taipei Zoo.” Journal of Travel & Tourism Marketing21 (1): 47–64.
113.
TungV. W. S.RitchieJ. R. B.2011. “Exploring the Essence of Memorable Tourism Experiences.” Annals of Tourism Research38 (4): 1367–86.
114.
TussyadiahI. P.2016. “The Influence of Innovativeness on On-Site Smartphone Use among American Travelers: Implications for Context-Based Push Marketing.” Journal of Travel & Tourism Marketing33 (6): 806–23.
115.
VerhoefP. C.LemonK. N.ParasuramanA.RoggeveenA.TsirosM.SchlesingerL. A.2009. “Customer Experience Creation: Determinants, Dynamics and Management Strategies.” Journal of Retailing85 (1): 31–41.
116.
WallsA. R.OkumusF.WangY. R.KwunD. J.-K.2011. “An Epistemological View of Consumer Experiences.” International Journal of Hospitality Management30 (1): 10–21.
117.
WilliamsA.2006. “Tourism and Hospitality Marketing: Fantasy, Feeling and Fun.” International Journal of Contemporary Hospitality Management18 (6): 482–95.
118.
WolfeK.KangS.HsuC.2005. “Identifying Travel Agent User Segments.” Journal of Hospitality and Leisure Marketing12 (4): 72–92.
119.
WongY. H.HungH.ChowW.-K.2007. “Mediating Effects of Relationship Quality on Customer Relationships: An Empirical Study in Hong Kong.” Marketing Intelligence & Planning25 (6): 581–96.
120.
WuM.TsengL.2015. “Customer Satisfaction and Loyalty in an Online Shop: An Experiential Marketing Perspective.” International Journal of Business and Management10 (1): 104–14.
121.
WuS.LiP.2011. “The Relationships between CRM, RQ, and CLV Based on Different Hotel Preferences.” International Journal of Hospitality Management30 (2): 262–71.
122.
XiangZ.WangD.O’LearyJ. T.FesenmaierD. R.2015. “Adapting to the Internet: Trends in Travelers’ Use of the Web for Trip Planning.” Journal of Travel Research54 (4): 511–27.
123.
YavasU.KaratepeO. M.BabakusE.2015. “Gender-Choice Behavior Linkages: An Investigation in the Hospitality Industry.” Tourism and Hospitality Management21 (2): 191–202.
124.
YoonS.-J.2013. “Antecedents and Consequences of In-Store Experiences Based on an Experiential Typology.” European Journal of Marketing47 (5): 693–714.
125.
YuanY.-H. E.WuC. K.2008. “Relationships among Experiential Marketing, Experiential Value, and Customer Satisfaction.” Journal of Hospitality & Tourism Research32 (3): 387–410.
126.
ZhouM.2014. “Gender Difference in Web Search Perceptions and Behavior: Does It Vary by Task Performance?” Computers & Education78:174–84.
127.
ZinkhanG. M.BraunsbergerK.2004. “The Complexity of Consumers’ Cognitive Structures and Its Relevance to Consumer Behavior.” Journal of Business Research57 (6): 575–82.
