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

Sample and Data collection 
A web-based survey was employed through on-line survey company, SurveyMonkey.com, targeting a 
sample of adults using Internet. The final instrument with 126 items was distributed to a sample which included 

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2007 Annual International CHRIE Conference & Exposition 
190
marketing-related professionals and general customers. The respondents were asked to indicate their position on 
each of the statements on service/product experience. A Likert Scale ranging from “1” (strongly disagree) to “7” 
(strongly agree) was used to measure respondents’ levels of agreement to the named experience items. 
A total of 506 individuals responded to the web-based survey. The deletion of this missing data resulted in 
397 usable responses. First-split sample (N = 198) was used to conduct the exploratory factor analysis. For this 
sample, 57% of respondents were female, age of the majority of respondents ranged between 40 and 60 (59.8%), 
and 44% of respondents indicated more than $100,000 household income. Second-split sample (N=199) used for the 
confirmatory factory analysis represents that 69 % of respondents were females, 53.3% of ages ranged between 40 
and 60, and 36% of respondents had more than $100,000 household income.
An initial pool of 134 items was generated from a review of items used in the popular and academic 
literature. The instrument was converted to the web-survey, and conducted a pre-test with 20 students to check the 
length of time of completing the web-based survey and to identify any technical or wording problems while 
completing and submitting it. Before the email invitation was sent to all participating partners, a pilot study with 125 
members of the sample was conducted to refine the clarity of survey and to receive feedback on the web-based 
survey design. Based on that feedback, the questionnaire was edited to 126 items from the original 134 items.