Proceedings of 10th Global Business and Social Science Research Conference
23 -24 June 2014, Radisson Blu Hotel, Beijing, China , ISBN: 978-1-922069-55-9
Cedric Hsi-Jui Wu* Hsiao-Chun Liao** Wen-Cheng Chu*** and Chiao-Yi Hsu ****
As the economic era arrives, developing experiential experience has become an indispensable part of the service industry. Especially, the benefits of leisure and tourism depend on consumers’ degree of involvement in experiencing leisure activities, and therefore the concept of experiential marketing emerges. Managers need to know their target markets and create the most suitable locations for leisure activities, making consumers deeply involved in experiential activities and in turn garnering the best competitive advantage. The purpose of the study was to explore the creation of customers’ flow experience in the course of recreational fishing activities and the influence on the customer satisfaction, and the relationship among elements of service encounter between customer flow experience and customer satisfaction. We proposed theoretical model and h ypotheses based on the concept of “flow experience” brought up by
Csikszentmihalyi (1975) and service encounter. Using the consumers of recreational fishing as subjects and the data obtained by the questionnaires, the study conduct analysis of reliability and validity, and verify the hypotheses by the SEM analysis. The results of this study are as follows:
The performance of customer service personnel positively influences the customer flow experience in the service encounter. The customer’s perception of skills and challenges will positively impact on flow experience separately. Finally, flow experience of customer will positively influence on customer satisfaction.
Keywords: Flow Experience, Service Encounter, Customer Satisfaction.
* Professor, Cedric Hsi-Jui Wu, Dept. of Business Administration, National Dong Hwa University, Taiwan.
Email: cedric@mail.ndhu.edu.tw
**Ph. D student, Hsiao-Chun Liao, Dept. of Business Administration, National Dong Hwa University, Taiwan.
Email: d9732007@ems.ndhu.eud.tw
**Ph. D student, Wen-Cheng Chu, Dept. of Business Administration, National Dong Hwa University, Taiwan.
Email: dive.dive@msa.hinet.net
**Master, Chiao-Yi Hsu, Dept. of Business Administration, National Dong Hwa University, Taiwan.
Email: m9930525@ems.ndhu.eud.tw