Building a Total Customer Experience Model: Applications for the Travel Experiences in Taiwan’s Creative Life Industry

ABSTRACT

The purpose of this study is to examine the relationship between the concept of an “experience economy” and its four dimensions (education, escapism, esthetics, and entertainment), experiential values, experience process clues, and the theory of behavioral intention. Data were collected from creative life industry visitors to develop and test a proposed model of total customer experience concepts. We employed structural equation modeling (SEM) to assess the proposed research model. The results supported the dimensional structure of a total customer experience in Taiwan. Our study results suggest that establishing a perfect experience and understanding of customer evaluations for the creative life enterprise should be extended to customer behavioral intention.

KEYWORDS:

• Experience economy
• theory of planned behavior
• creative life industry
• total customer experience

Additional information

Notes on contributors

Shu-Hua Chang

Shu-Hua Chang, PhD, Director in Corporate Synergy Development Center, Taipei, Taiwan, 3F, No.15-1, Hangzhou S. Rd., Taipei, Taiwan, 100, ROC (Email: [email protected]).

Rungtai Lin

Rungtai Lin, Professor, College of Design, National Taiwan University of Arts, Taiwan, ROC (Email: [email protected]).