Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
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their goods and services for individual customers. Their suggestions are highly applied to the hospitality companies. 
Hospitality companies cannot just reply to the visual elements such as architecture, décor, and costumed employees 
to provide a compelling consumer experience (Knutson et al., 2007). It is important to remember that, in the 
experience economy, customers’ perception makes for success. Successful hospitality companies will understand 
this evolution of the experience economy and make their best efforts to create offerings to provide the desired 
experiences. By understanding seven dimensions of the consumer experience construct in this study, hospitality 
operators should think about effective marketing and promotion strategies, turning from a flawless service into a 
positively memorable experience for individual guests while guests are engaged in buying activities. 
The experience scale, validated from this study would be useful in assessing the effectiveness of the 
marketing efforts. In the basis of seven important dimensions of the experience, the marketers can measure how well 
they are doing on each of these attributes. Experience scale also enables marketers to focus their efforts on these 
seven important attributes of the product/store relationship with customers. The other valuable application for 
marketers is that experience scale can be used for market segmentation. By segmenting consumers into groups based 
on their index scores and analyzing each segment’s characteristics, marketers will gain insights for more effective 
target marketing. 
Limitations and Future Research
This study is limited to adults as a convenience sample. The results may have varied if the group of