The Importance of Customer Experience: A Case Study of Planned Events in the Age of the Experience Economy
(2014) The Importance of Customer Experience: A Case Study of Planned Events in the Age of the Experience Economy, no. 61.
The aim of this research project is to explore the conceptual frameworks of the experience economy in relation to the case study; the Ghillie Dhu. The objectives identified in order to successfully complete the aim of the research are as follows: • Identify the key attributes in creating a memorable experience for consumers • Critically evaluate relevant concepts with regards to the experience economy • Assess the extent to which theoretical practices are being adopted by the Ghillie Dhu • Evaluate the importance of providing a positive memorable experience for consumers with different needs A literature review was carried out to establish the theoretical framework in which this research project is based on. Key themes emerged from the review through the exploration of the theoretical practices and concepts of the experience economy. Theming, authenticity, sensory engagement, experiential marketing and the four realms were all evaluated. An evaluation of the advantages and disadvantages of both qualitative and quantitative research methods is included in the methodology chapter. A qualitative research method was chosen to best answer the research aims and objectives. Semi-structured interviews were chosen as the main research method and a total of ten interviews were carried out with eight different participants. The results and discussion chapter highlights the main findings from the research. The first finding was that all of the participants recognised the significance of the shift from the service economy to the experience economy and the consumer demand for positive memorable experiences. It was identified that the employees and the clients of the case study had different perspectives on what were the most important aspects of the events that were held. Both theming and authenticity were seen as very important by the employees to all events but were not considered to be key aspects by all of the clients. This shows that the importance of these aspects is dependent on the event type. It was also identified that not all of the four realms of experience are essential to deliver a successful event. The final chapter presents conclusions and recommendations drawn from the research along with the value of this research to both the case study and the events industry. Recommendations include that the venue should continue to recognise consumer demands in order to deliver successful events. The market should be closely monitored to recognise emerging trends along with consumer needs and wants. The venue should also differentiate when the theme and authenticity of the event is important or not important to the client. This will allow for the venue to concentrate on the most important attributes of the event from the client's perspective resulting in a more successful delivery of the event. There are also opportunities for the Ghillie Dhu to increase venue bookings by expanding the appeal of the venue to corporate clients. They could also market themselves more heavily as an authentic Scottish venue to increase bookings for events such as ceilidhs, Burns Suppers and St Andrew's Day celebrations.