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Abstract
The aim of this paper is to develop an instrument to measure customer satisfaction with reference to the entire consumption experience of an experiential product, with specific application to cinema films. Experience is defined as a new dimension of product offer: a combination of goods and services enriched by sensations. Experiential marketing has innovative features, with effects on all phases constituting a consumption experience. The research looked for important aspects in the consumption process related to satisfaction by means of a literature review and an exploratory survey. A list of items was tested on a sample population and the scale was evaluated for validity and reliability, with satisfactory results.
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Francesca Bassi
Francesca Bassi is an Associate Professor, Department of Statistics, University of Padova, Italy. Courses: marketing research, basic and advanced; economic statistics; business statistics. Research interests: Longitudinal data: measurement errors and estimation of gross flows. Statistical models to describe economic behaviour; in particular loglinear and latent class models. Labour and unemployment: measurement and analysis. Customer satisfaction measurement.
