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Title: A netnography study to uncover the underlying dimensions of customer experience with resort brands
Authors: Ismail, AR
Melewar, TC
Woodside, A
Issue Date: 2010
Abstract: The interest in customer experience has increased at a phenomenal rate. However, research to capture the true meaning of the concept is limited. This study aims to address the question of what are the underlying dimensions that constitute the construct of customer experience. The netnography method is utilized to validate a priori concepts that have been identified in the literature within the context of resort-hotel brands in a Sharm El Sheikh resort in Egypt. The results identified eight dimensions; comfort, educational, hedonic, novelty, recognition, relational, safety and sense of beauty which are consistent with major studies on experience.
Appears in Collections:Marketing
Brunel Business School Research Papers

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