American Journal Of Social Sciences And Humanity Research
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Volume 04 Issue 08-2024
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Journal
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Research Article
CUSTOMER EXPERIENCE AND ROLE IN BEHAVIORAL INTENTIONS CASE
STUDY FOR CUSTOMERS OF TOURISM ORGANIZATIONS
Submission Date:
Aug 16, 2024,
Accepted Date:
Aug 21, 2024,
Published Date:
Aug 26, 2024
https://doi.org/10.37547/ajsshr/Volume04Issue08-15
Dr.Hussein Falah Ward
Al- Qadisiyah University
–
College of Administration and Economics, Iraq
Ahmed Mankhi Gshayyish
Al- Qadisiyah University
–
College of Administration and Economics, Iraq
ABSTRACT
The current research aims to study the customer's experience and their role in behavioral intentions in some tourism
organizations. This study enriches understanding by providing an overview of the evidence of the customer's
experience and its role in the behavioral intentions of a sample of customers. The customer's experience is distinctive
at different stages of consumer decision-making, behavioral intentions, and decision-making. The sample amount of
the study was (145) samples. The statistical program Spss v.26 and Amos v.26 were used for data analysis. The results
showed a correlation between the variable customer experience in its (sensory experience, emotional experience and
social experience) dimensions and behavioral intentions and the practical results showed an impact of the variable
customer experience in behavioral intentions. The customer experience contributes to the orientation of customers'
behavioral intentions, benefiting the Organization and maintaining customer loyalty. Moreover, their non-transfer to
competing organizations and the achievement of the competitive advantage.
KEYWORDS
Experience, customer experience, intention, behavioral intentions.
INTRODUCTION
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Customer experience has gained significance in recent
years. The customer experience has the potential to
influence customers and organizations alike. This
makes it the focus of the attention of researchers,
academics and marketing managers. We see this
through the significant and profound impact of the
customer experience on customers and their
behavioral intentions regarding sensory, emotional,
and social terms. This makes organizations focused on
the organizations achieving a positive customer
experience. This study examines the direct impact of
distancing the customer experience (sensory,
emotional and social experience) on the customer's
intentions by increasing customer loyalty, achieving
satisfaction, competitive advantage and developing its
position and position in the business environment.
METHODOLOGY
First:
Problem
of
the
Research
.
Successful
organizations aim to maintain their customers,
increase loyalty, sales, and profits, and gain a
competitive edge. The success of these goals depends
on how well the service organization runs its business
and its customers' experiences. The research focuses
on the role of customer experience in influencing their
behavioral intentions and future engagement with the
Organization. Customer experience refers to the
interactions between customers and the producer or
Organization. The research problem is to clarify and
interpret the impact of customer experience on
behavioral intentions. It is essential to identify the
following indicators:
1.
The extent to which individuals in the Organization
understand the concept of customer experience and
behavioral intentions.
2.
Is there an association between customer
experience and customer behavioral intentions?
3.
How do customer experience and behavioral
intentions impact research research organizations?
Second: The importance of the research.
1.
The research's importance is reflected in the study
variables of customer experience and its impact on the
behavioral intent of the Organization's clients.
2.
The importance of this research derives from
demonstrating the role of the customer's experience
in shaping customer perceptions and behavioral
intentions with the Organization
3.
This research can contribute to organizations
planning to make the most of the customer's
experience in its dimensions in the context of work and
the role they play in achieving marketing objectives for
the customer and the Organization.
Third: Objectives of the research. The research seeks to
achieve the following objectives:
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1.
Recognize the theoretical framework of research
variables of customer experience and behavioral
intentions.
2.
Detect the primary and critical dimensions of the
customer's experience variable in guiding behavioral
intentions.
3.
Research the correlation and effect relation
between the customer's experience and behavioral
intentions.
Fourth: The hypothetical scheme of the Research.
Figure (1) the hypothesis of the research
Fifth: Hypotheses of the research
. Depending on the
bath of the default scheme and testing its variables,
the following hypotheses have been formulated:
1.
The correlation hypothesis
: "there is a statistically
significant correlation between customer experience
and behavioral intentions". The following hypotheses
branch from them:
A.
There is a significant correlation between sensory
experience and behavioral intentions.
B.
There is a significant correlation between emotional
experience and behavioral intentions.
C.
There is a significant correlation between social
experience and behavioral intentions.
2.
The effect hypothesis
: "there is a statistically
significant effect relationship between customer
experience and behavioral intentions". The following
hypotheses branch from them:
A.
There is a significant effect relationship exists
between
sensory
experience
and
behavioral
intentions.
B.
There is a significant effect relationship exists
between emotional experience and behavioral
intentions.
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C.
There is a significant effect relationship exists
between social experience and behavioral intentions.
Sixth: The statistical analysis.
The researchers
employed statistical techniques available in the SPSS
v.26 and Amos v.26 software to analyze the data and
achieve accurate outcomes. These methods included
calculating the alpha Cronbach coefficient, descriptive
statistics such as the mean and standard deviation, as
well as determining the correlation coefficient and
simple linear regression coefficient. Additionally, the
researchers utilized structural equation modeling
(SEM) to establish the relationship between variables.
Seventh: community and sample research
. The
research was applied to a random sample of customers
of companies working in the field of tourism in the
Middle Al-Forat region, where the sample number
reached (215) customers. Its questionnaire was
employed for the purpose of data collection and all of
them were usable.
The Second topic: Theoretical framework
First: Customer experience concept
: The customer
experience concept came from the Pine & Gilmore
book, published in 1999. The book explained the
experience as an opportunity to build a new economy
that comes after products, services and goods
(Sorooshian et al., 2013: 1695). In recent years, creating
and managing a customer experience has become a
key area for most organizations , especially those in the
service sector, and the theme of customer experience
has attracted considerable interest from academics
and marketing practitioners (e.g., Lywood et al.,
2009:207; Grønholdt et al, 2015:2; Verhoef et al,2009:31;
Bilgihan et al,2016:105; Palmer, 2010:196; Johnston &
Kong,2011:2 & Khader & Madhavi, 2017:22 ). This has led
business leaders to view customer experience as an
essential part of organizations to gain competitive
advantages, and a new concept has also led to
theoretical confusion and a lack of shared
understanding of what a customer's experience is
(Kylberg & Carlwe, 2020:17). They stressed the
organizations ' need for beyond service delivery,
namely to provide unique experiences (Nasution et al.,
2014:255).
The current trend in marketing is to create attractive
and lasting experiences for customers (Mascarenhas
et al., 2006:397).Experiences are the provision of
sensory, emotional, cognitive, behavioral, and
relational values that replace functional values (Bernd
& Schmitt, 1999:26). Understanding the customer's
experience and journey over time is crucial for
organizations "where customers now interact with
organizations through myriad focal points in multiple
channels and media, Clients' experiences are more
social, and these changes require organizations to
integrate various work functions. Even external
partners in creating and providing a positive customer
experience (Lemon & Verhoef, 2016:69). Since the
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customer experience has been the focus of
researchers' attention for more than many years,
several research projects have been carried out on the
analysis of the customer experience (Havíř, 2017:83).
The customer's experience is direct or indirect
interactions with market actors, which are influenced
by cognitive, emotional, material, sensory and social
elements in this process (Roy et al., 2020:47). The
customer's experience is treated as a process (act) as
well as a result (name) by reference to several
meanings of dictionaries and definitions, with Palmer
(2010) describing the experience as an act where it
refers to a learning process leading to an acquired
response, while the term experience as a name refers
to the accumulation of knowledge, skills, emotions,
sensations and attitudes (Bagdare & Jain, 2013:791).
Second: The importance of customer experience
. the
importance of customer experience in marketing
literature has become more evident with the
emergence of dominant service logic (S-D logic) as a
new marketing thinking, as previous literature has
demonstrated that customer experience is an essential
factor of satisfaction, behavioral
intent and
relationship quality, creative behavior and attitude,
and brand equality (Ramly & Omar, 2017:1). It is,
therefore, possible to clarify the importance of the
customer's experience to the Organization and the
customer:
1.
The customer experience provides a new means of
competition, as providing a good experience is
essential because it affects customer satisfaction
(Liljander & Strandvik, 1997:154). It includes customer
loyalty to the Organization, as well as expectations,
instils confidence and supports the brand and also
creates emotional ties with customers, Customer
experience is a crucial focus of marketing theory and
practice. "the provision of a meaningful customer
experience is seen as essential to achieving a
competitive advantage and customer satisfaction,
Organizations that manage the customer experience
are carefully reaping their benefits, including increased
revenue and increased customer and individual
satisfaction (McColl-Kennedy et al, 2018:8). On the
contrary, it may lead to emotional distaste (Johnston &
Kong, 2011:3).
2.
All organizations work to create loyal customers by
providing a customer experience that makes value for
customers beyond products or services sold by other
organizations (Smith & Wheeler, 2002:3). Thus,
developing and delivering a customer experience
relevant to the service is no less important than
creating products or services (Ceesay, 2020:1).
3.
Customers these days do not just buy products or
services but also look for a series of unforgettable
experiences that are customised and placed in a
context that results in a personal consumption
journey; customer experience has become a critical
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success factor for most organizations irrespective of
area, organizations that offer superior customer
experience will receive faster revenue than those that
do not as there is also potential to attract a greater
preference for a brand where organizations can
charge more for products and services, Leading to the
growth of stock prices and total returns (Sudiyono et
al, 2022:628).
4.
Customer experience leads to customer loyalty
because people tend to be rational and confident in
dealing, so they may reduce risk and stay with service
providers who already have a good experience with
them (Simwanza & Awolusi, 2019:6).
5.
Incorporating the customer's experience into the
culture of the Organization, as this aspect is linked to
the guidance of the customers and the need for the
Organization to go beyond the mere promotion of
consumer focus in its internal environment; Everyone
in the Organization must be invested and committed to
providing an attractive user experience, and individuals
must also be taken into account and involved in this
transformation, Individuals feel empowered in the
process of delivering wonderful and memorable
customer experiences (Luigi et al, 2012:57). Creating a
strong and long-lasting customer experience is a way
to stay (Abdul Khader & Madhavi, 2017:22).
Third: Customer experience dimensions
. Customer
experience is a complex concept that encompasses
many aspects of customers' thoughts, feelings,
actions, senses, and social interactions in reaction to
service delivery procedures (Bawack et al, 2021:3).
Management has adopted a focus on comprehending
and enhancing customer experience. This goal is seen
as a way to improve organizational performance and
customer well-being, which has become an area of
interest in marketing. However, there is a need for a
more thorough examination of the specific elements
that contribute to customer experience and how these
elements influence customer evaluation of their
experience both before and after they receive the
service.(Keiningham et al, 2017:150).
1.
Emotional experience
: Emotions in the context of
consumption pertain to a variety of emotional
reactions that arise during trials involving consumption
(Westbrook & Oliver, 1991:85). Therefore, emotions
have a substantial impact on how customers perceive
their experience (Bigne et al., 2008:304). The system
offers accurate forecasts of customer behavior (Allen
et al, 1992:494). To clarify, it has been observed that it
greatly influences the customer's preferences,
evaluations, recommendations, and intentions to
make a purchase (Westbrook, 1987:258), as well as
their subsequent intents and loyalty (Han & Back,
2007:45). Emotions may also have an impact on each
other, either in a good or negative manner (Ou &
Verhoef, 2017:106). Emotional experience is a
conscious phenomenon that involves the emotional
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state of an individual. To fully understand and describe
the experience of emotion, it is necessary to move
beyond simple feelings of pleasure and resentment. A
comprehensive explanation
should provide a
systematic rationale for the apparent variations
between emotions that are considered psychologically
distinct, such as anger, sadness, fear, pride, dread, and
joy (Barrett et al., 2007:379). The customer's whole
emotional experience also has a substantial influence
on his behavioral intentions (Tang et al, 2013:52).
2.
Sensory experience:
Schmitt (1999) provided a
definition of sensory experience as the aesthetics and
sensory perceptions related to the shopping
environment, products, and services. According to this
definition, all five human senses (smell, sound, sight,
taste, and touch) play a role in creating the experience,
and they all interact with each other to form the
foundation of the sensory experience (Nasermoadeli
et al., 2013:129). Based on individuals' sensory
perception, their ability to make judgments allows
them to form attitudes towards what is being
presented. For instance, exterior environmental cues
have an impact on various customer outcomes
(Ballantine et al., 2015:505), such as the duration of
time spent in the shop or the number of sales
completed. Sensory stimuli elicit favorable inclinations
and enhance client loyalty and satisfaction (Hulten,
2011:259). According to Srivastava and Kaul (2016:278),
sensory experiences may directly influence client
loyalty.
3.
Social experience
: The social experience pertains to
the manner in which individuals and customers engage
in interactions with one another (Yi & Gong, 2008:965).
The customer's social experience encompasses not
just interactions within their immediate social circle,
but also extends to engaging with other individuals
and creating both influences and receptors
(Handarkho, 2020:48). Engagements with military
personnel, their colleagues, and other patrons,
together with customer reference groups, may
influence one's overall experience (Keiningham et al,
2017:159). The customer's expectations for the service
supplied are influenced by the behavior of the person
at the service point (Srivastava & Kaul, 2014:1030).
There is a direct correlation between the quality of
customer experience and the degree of customer
happiness. As a result, satisfied consumers are more
likely to suggest the product or service to others and
actively spread good information about it (Angraini &
Bernarto, 2021:114).
Fourth: Behavioral intentions
. Behavioral intent
means customer behavior towards products and
services and results from customer satisfaction with
products and services provided by product and service
providers (atnasari et al, 2020:475). In marketing,
behavioral intent is generally considered an alternative
indicator of actual behavior as consumers tend to
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perform actual behavior s when their intentions to
perform such behavior become strong (Kim et al, 2013:
Intent is defined as an individual's decision to engage
or not to engage in the execution of a particular act.
Conversely, a person's intentions are a function of their
attitude towards conduct and subjective criteria.
Attitude towards behavior is defined as an individual's
evaluative effect on conduct performance (Liker &
Sindi, 1997:150). Customers' behavioral intentions are
among the most essential factors in predicting actual
behavior s (Virabhakul & Huang, 2018:1000).
Behavioral intent was defined by Mowen (2002) as
consumers' desire to act in specific ways to own,
dispose of and use products or services Therefore,
consumers can form a desire to find information or tell
others about their experience with a product, or
buying a particular product or service (Ratnasari et al.,
2020:870). Their behavioral intentions towards the
product or service and the desire to believe in general
and vice versa are increasing (Wulandari & Widodo,
2021:8073). Also, behavioral intent refers to people's
beliefs about what they intend to do in a particular
situation (Namkung & Jang, 2007:390). They are
motivational factors that capture how much effort a
person wants to make to perform a behavior
(Mamman et al, 2016:51). Behavioral intent is defined
as the behavior of the future individual (Pujiastuti et al,
2017:1172). They are also considered indicators of
whether customers will stay with the Organization,
often including consumer intentions to buy back
products or services and their willingness to
recommend (Hossain et al, 2021:8). Building behavioral
intentions is therefore very important for service
marketing organizations. Construction is generally
associated with customer retention and loyalty
(Clemes et al, 2011:532). Favourable behavioral
intentions enhance the customer's relationship with
the Organization (Alexandris et al, 2002:225). When
customers realise a sense of fairness in their business
relationship with service providers, they will
demonstrate positive behavioral intent, including oral
positive words, recommendations for non-customers
and repeat purchases (Narteh, 2016:93). Positive
intentions are often the customer's firm loyalty, and
customer loyalty is an important goal in the marketing
community because it is an essential element of the
sustainability of the Organization. A measure of loyalty
can provide a better understanding of customer
retention existing customers usually has a much lower
associated cost than winning new customers, In
addition, loyal customers are likely to advise friends,
relatives or other potential customers of a
product/service by acting as free oral advertising
agents (Ardani et al, 2019:86). Behavioral intent is used
as an indicator of the success of the Organization's
service system (Udo et al, 2010:485).
The Third topic: the practical side of research
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First: Variable coding and stability testing
. Table (1)
shows the consistency of the research scale because
the Alpha Cronbach value for all variables was higher
than 0.60, because the research variables consisted of
two variables and included the first variable of three
sub-dimensions to facilitate the presentation of data
for the research's metrics, preferably coded, and to
indicate the number of items for each dimension as
presented in table (1) below.
Table (1) variable coding, reliability testing and research scale
No
main variables
cod
e
Alpha
Cronbach
sub-
dimensions
number of
items
code
Alpha
Cronbach
Source
1
customer
experience
CX
0.869
Sensory
experience
6
SEEX
0.788
Roy et al
,2020:10
emotional
experience
3
EMEX
0.759
social
experiment
4
SOEX
0.773
2
Behavioral
Intentions
BI
0.875
Chang & Lin,2015 : 446
Second: The normal distribution of the research
variables
: The (2) table presented below displays the
outcomes of the natural distribution test carried out on
the research variables for the customer's experience.
These variables comprise three dimensions, namely
Sensory Experience, Emotional Experience, and Social
Experience, as well as the Behavioral Intentions
Variable. The results indicate that all skewness and
kurtosis in the data fell within the required rate of 1.96
to 1.96 for the critical ratio. Consequently, we can infer
that the sample data for the customer's experience
and behavioral intentions variables follow a normal
distribution. This means that there are no issues of
skewness or kurtosis, and it supports the assumption
that the variables were derived from a naturally
distributed society.
Table (2) normal distribution of research variables
Variable
min
max
skewness
c.r.
kurtosis
c.r.
SEEX
2.167
5.000
-.061
-.209
-.186
-.317
EMEX
2.333
5.000
-.557
-1.903
.469
.801
SOEX
2.750
5.000
-.262
-.894
.062
.105
BI
2.333
5.000
-.475
-1.623
.273
.466
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of any research is critical in determining
Third: Validity of the research measure
: The following
items include:
1.
Face validity of the current scale of research: To
recognise the apparent veracity of the scale and the
possibility of adopting it, it was presented to a
selection of experts. To give their feedback, some
necessary adjustments were made to the experts'
opinions so that the final form can be found in
Appendix (1).
2.
The Factor validity current scale of research: Factor
analysis
content honesty and is part of the structural equation
model, which is widely used in social science research
and is one of its main benefits; the client experience
variable has been measured through three sub-
dimensions: sensory experiment. (6) item, emotional
experience (3) item, social experience (4) and through
Figure (2), the validity can be judged because its value
is greater than (0.40) apparent on the arrows which
connect the underlying variables with each item of the
scale, which showed that all the conformity quality
indicators of the customer experience variable.
Figure (2) Structural Equation Model of Customer Experience Variable
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As measured through three items and figure (2), the
validity of the phrase can be judged because its value is
greater than (0.40) apparent on the stocks that link the
underlying variables with each paragraph of the scale,
which showed that all conformity quality indicators of
the behavioral intent variable.
Figure (3) Structural Equation Model of Behavioral Intention Variable
Fourth: Description of research variables
. Table (3)
displays statistical measures such as computational
averages, standard deviations, and degree of
response. These measures are relevant to research
variables, specifically the client's experience variable.
The client's experience variable consists of three
dimensions, contributing to the overall computational
average of this variable. The standard deviation is
(3.882) with a precision of (0.5396). This implies a high
level of agreement among the persons in the research
sample about this characteristic. At the dimension
level, the variable represents the first dimension of the
sensory experiment. This dimension has six items, with
a total computational medium of (3.981) and a
standard deviation of (0.6056). This suggests that
there was a high level of consensus among the
participants included in the research about this
particular aspect. The computational mean of the
emotional experience dimension was found to be
(3.688) with a standard deviation of (0.6927), this
indicates a high level of comprehension among the
persons in the research sample for this dimension. The
mean of the social experience dimension was (4.1) and
the standard deviation of this dimension was (0.4953),
which was the highest among all the variable aspects
of the customer's experience. This suggests that there
was a high level of agreement among the participants
in the research sample on this dimension. At the
subordinate variable level, the behavioral intentions
achieved a mean score of (4.029) and a standard
deviation of (0.6875). This indicates that there was a
high degree of agreement among the participants in
the research group on this variable.
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Table (3) Statistical description of search variables
variables
dimensions
Arithmetic
mean
standard
deviation
Level of
respons
e
relative
importanc
e
Relative
importanc
e
customer
experienc
e
Sensory experience
3.981
0.6056
high
0.796
2
emotional
experience
3.688
0.6927
high
0.737
3
social experiment
4.1
0.4953
high
0.820
1
For all item of the variable
customer experience
3.882
0.5396
high
0.776
Behavioral Intentions
4.029
0.6875
high
0.805
Fifth: Correlation Hypothesis Test
:
First main hypothesis: A statistically significant
correlation exists between the customer's experience
and behavioral intentions.
The first subtheme: There is a statistically significant
correlation
between
sensory
experience
and
behavioral intentions.
Table (4) shows a morally significant correlation
between
sensory
experience
and
behavioral
intentions. Its value (0.745) is high and at a moral level
(0.000), with a level of confidence (0.99), which
indicates that the Organization's viability needs to be
improved by (0.627).
Subtype II: There is a statistically significant correlation
between emotional experience and behavioral
intentions.
Table (4) shows a morally significant correlation
between emotional experience and behavioral
intentions.
Its value (0.373) is low and at a moral level (0.001), with
a level of confidence (0.99), which indicates that the
Organization's viability needs to be improved by
(0.627).
Sub-hypothesis III: A statistically significant correlation
exists between social experience and behavioral
intentions. Table (4) shows a meaningful correlation
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between social experience and behavioral intentions.
Its value (0.575) is low and at a moral level (0.000), with
a level of confidence (0.99), which indicates the need
for the company to improve its susceptibility by
(0.627).
Table (4) correlation matrix between the dimensions of the
customer experience
and the
Behavioral Intentions
Dimensions of customer experience
Behavioral Intentions
SE.EX
Pearson Correlation
0.745
**
Sig. (2-tailed)
.000
N
145
EM.EX
Pearson Correlation
0.373
**
Sig. (2-tailed)
.001
N
145
SO.EX
Pearson Correlation
0.575
**
Sig. (2-tailed)
.000
N
145
3.
6. Effect Hypothesis Test: Second main hypothesis.
The second main hypothesis states (there is a
statistically significant impact relationship between
the customer's experience and behavioral intentions).
The following hypotheses: -
A.
There is a statistically significant impact relationship
between
sensory
experience
and
behavioral
intentions.
B.
There is a statistically significant impact relationship
between emotional experience and behavioral
intentions.
C.
There is a statistically significant impact relationship
between social experience and behavioral intentions.
American Journal Of Social Sciences And Humanity Research
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2771-2141)
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04
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Volume 04 Issue 08-2024
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Figure (4) Structural equation to measure the impact of the customer's experience with its three
dimensions in behavioral intentions
A.
There is a statistically significant impact
relationship between sensory experience and
behavioral intentions. Figure (4) shows a morally
significant expulsive effect of the sensory experience
variable in behavioral intentions, and the value of the
modular effect coefficient has reached 0.189. Table (5)
also indicates that the value (R2) has reached (0.53) i.e.
the independent variable sensory experience can
explain (53%) of changes occurring on the dependent
variable behavioral intentions. In the tourism
organizations sample and the percentage (47%)
belongs to other variables not used in this research.
The critical value in the table (3) of (2.763) was more
significant than (1.96) and the moral value (P.value.).
(0.006), which is less than (0.05), indicates that the
level of influence of sensory experiments on the
behavioral intentions of the research organizations of
the research sample, all that has been increased by
sensory experience, is positively reflected in behavioral
intentions. Depending on the previous, the first sub-
hypothesis can be accepted.
B.
There is a statistically significant impact
relationship between emotional experience and
behavioral intentions. Figure (4) also shows a
statistically significant expulsive effect of the
emotional experience variable in behavioral intentions,
indicating a standard impact factor value of (0.201). In
addition, table (5) shows the value of the
interpretation coefficient (R2) has reached (0.53). This
indicates that the independent variable emotional
experience can explain (53%) of changes in the variable
of the subordinate behavioral intentions in the
research sample tourist organizations and that (47%) is
attributable to other variables not used in this
research. The critical value in the table (3) of (2.572)
was more significant than (1.96) and the moral value
(P.value.). (0.01),less than (0.05), indicating that the
level of influence of emotional experience on
American Journal Of Social Sciences And Humanity Research
(ISSN
–
2771-2141)
VOLUME
04
ISSUE
08
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OCLC
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1121105677
Publisher:
Oscar Publishing Services
Volume 04 Issue 08-2024
200
behavioral intentions of the research organizations of
the research sample, all of which were further
identified by emotional experience, was positively
reflected in behavioral intentions. Based on the
previous, the second sub-hypothesis could be
accepted.
C.
There is a statistically significant impact
relationship between social experience and behavioral
intentions. Figure (4) shows a morally significant
positive effect of the variable social experience and
behavioral intentions, and the value of the modular
effect coefficient has been swallowed (0.75). Table (5)
also shows that the (R2) value has reached (0.53), i.e.
the independent variable social experience, can
demonstrate (53%) of changes in the variable of the
subordinate behaviora intentions in the research
sample tourist organizations, and (47%) is due to other
variables not used in this research. The critical value in
Table (3) of (8.096) was more significant than (1.96),
and the moral value (P.value.). which reached (0.000)
less than (0.05), indicating that the level of impact of
social experience on the behavioral intentions of the
research organizations of the research sample all that
was further identified by social experience was
positively reflected in the behavioral intentions. Based
on the previous, the third subtheme could be
accepted.
Table (5) Standard model estimates of the effect of the customer's experience on behavioral intentions
A path of direct
Regression
Estimate
S.E.
C.R.
P
R2
Result
EMEX
<--
BI
0.201
0.078
2.572
0.01
0.5
3
Accept the
hypothesis
SEEX
<--
BI
0.189
0.068
2.763
0.006
Accept the
hypothesis
SOEX
<--
BI
0.775
0.096
8.096
***
Accept the
hypothesis
CONCLUSIONS AND RECOMMENDATIONS
First: Conclusions
. The research in the light of the
findings reached the most important conclusions of
our agencies:
1.
The existence of a moral correlation between
the customer's experience and behavioral intentions.
It follows that tourist organizations have come to pay
considerable attention to the customer's experience in
their business and management of relationships, which
affect the intention of the customer's behavior in
American Journal Of Social Sciences And Humanity Research
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terms of repurchasing or recommending the service to
others.
2.
Organizations pay explicit attention to clients
for their customer experience because of their role in
building clear customer perceptions and thus the
ability to shape and meet customer predictions and
desires.
3.
Customers'
behavioral
intentions
are
influenced by customer experiences that translate into
verbal recommendations and words to attract other
new customers.
4.
The customer's emotional experience has had
a weak positive relationship compared to the
customer's sensory and social experience. This shows
that customers have paid less attention to the
emotional aspect of the experience than to the sensory
and social aspect, which focuses on concrete things,
comfort and the level of services provided by
organizations for the sensory experience and the
amount of interaction with other service providers,
customers or reference groups that have an impact on
the customer's behavior about the social experience.
Second: Recommendations
.
1.
The need to enhance the interest of tourist
organizations in the customer experience as the
customer experience is more important than ever, as
customers who are satisfied with the experience
recommend to other customers.
2.
Work to provide a customer experience suited
to all customers' preferences and needs, collect, and
utilize customer data to provide personalized
recommendations, offers and contacts. The use of
client segmentation to deliver targeted experiences
resonates with specific groups.
3.
Work to improve continuous creativity through
the constant search for customer feedback, leveraging
it to improve the products and services provided by the
Organization and stay ahead of the competition by
making proactive offers to meet the needs of multiple
and sophisticated customers.
4.
Training and empowerment of workers in the
Organization, as individuals play an essential role in
providing a unique customer experience, so we
recommend focusing on training programs that focus
on customers and ways to deal with them and develop
problem-solving skills in order to enable individuals to
make appropriate decisions to ensure customer
satisfaction and influence their behavioral intentions.
5.
Customer
experience
and
behavioral
intentions are interconnected. Consistently offering
outstanding experiences can influence customers'
perceptions,
build
loyalty,
stimulate
positive
behavioral intentions such as repeated purchases,
recommendations, and brand advocacy.
American Journal Of Social Sciences And Humanity Research
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