Business, Dhillon School of

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Exploring an experiential marketing phenomenon : the dining experience
(Lethbridge, Alta. : University of Lethbridge, Faculty of Management, c2011, 2011) Azizi, Taha; Basil, Michael D.
This research focuses on dining experience as an example of experience marketing. In this study, the qualitative research method has been used to derive particular concepts involved in the dining experience from the bodies of reviews. Similarly, quantitative content analysis method has been used to provide rich and valuable information about the concepts explored from the qualitative data. Inferential statistics has been used in the study to test hypotheses about the relationships between elements in the dining experience context. The results indicate that food quality is the most important predictor of the dining satisfaction while service quality may not be an effective factor to create satisfaction. Moreover, social needs in dining experience are more evident in dinners than in lunches. The results of the study reveal the effectiveness and applicability of the online review analysis in bringing new insights from dining experience to contribute to the field of experience economy.