Perceived Multidimensional Value Towards Beauty Product Consumption Experience

Main Article Content

Narumon Kimpakorn
Theerakiti Navaratana Na Ayudhya
Pimchanok Boonnak
Nawaphat Phakkong
Nichanan Fongwanna

Abstract

          This research aims to develop a tool for measuring customer perceived value from consumption of beauty product experiences. The sample consisted of 695 customers of cosmetic products, beauty services, and dietary supplements.The 36 items measurement by Likert Scale used in this research was customer perceived value closed end questions adapted from related review literatures (Ittner & Larcker, 1996; Lai et al., 2009; Hellier et al., 2003; Sweeny & Souter, 2001; Woodruff, 1997; Bolton & Drew, 1991; Sheth, Newman & Gross, 1991; Zeithaml, 1988) and in-depth interviews from 30 customers who had experiences in cosmetic products, beauty services, and dietary supplements. The questionnaire was tested by 30 samples.  The construct validity, exploratory factor analysis, and reliability analysis of the measurements indicated 20 questions could be used. The result shown five dimensions of customer perceived value including   functional   value, social value, emotional value, epistemic value, and conditional value. Furthermore, the result also indicated the stronger degree of perceived functional value, social value, and emotional value than perceived epistemic value and conditional value. The research result can be an effective direction for marketing strategies in motivating target consumers as well as developing a strong brand for beauty products.

Article Details

Section
บทความวิจัย (Research Article)

References

Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research. 20, 644–656.

Bollen, K.A. (1989). Structural Equations with Latent Variables. John Wiley and Sons, Inc., New York.

Dodds W. B. & Monroe, K. B. (1985). The effect of brand and price information on subjective product evaluations. In E. C. Hirschman & M. B. Holbrook (Eds.), Advances in consumer research (pp. 85–90). Provo, UT: Association for Consumer Research.

Economies News. (2018). 10 percent growth per year & market value near 280 Billion. Neawna Newspaper. Retrieved from https://www.ryt9.com/s/nnd/2818005.

Faryabi, M. R., Kaviani, F. E., Yasrebdoost, H., & Dept, E. (2012). The relationship between Customer Perceived Value and Customers Satisfaction The Banking Industry in Iran. Australian Journal of Basic and Applied Sciences, 6(12), 76-85.

Frow, P. & Payne, A. (2007). Towards the Perfect customer experience. Brand Management. 15(2) 2, 89-101.

Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: an overview of experience components that co-create value with the customer. European Management Journal. 25(5), 395-410.

Gilmore, J. H. & Pine, B. J. (1997). Beyond goods and services: Staging experiences and guiding transformations. Strategy and Leadership. 25(3), 11-17.

Hair, J. F., Black, W. C., Bain, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis (Sixth Edition). Upper Saddle River, NJ: Pearson Education International.

Hallowell, R. (2000). Sothebys.com, HBS Case No. 9-800-387, Harvard Business School Publishing, Boston, MA.

Helkkula, A. (2011). Characterising the concept of service experience. Journal of Service Management. 22(3), 367-389.

Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer Repurchase Intention: A General Structural Equation Model. European Journal of Marketing, 37, 1762-1800.

Hirschman, E. C. & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and Propositions. Journal of Marketing. 46(3), 92-101.

Holbrook, M. B. (1994). The nature of customer value, an axilogy of services in the consumption experience. Thousand Oaks, CA: Sage.

Holbrook, M. B. (1999). Consumer value: A framework for analysis and research. New York, NY: Psychology Press.

Holbrook, M. B. & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feeling, and Fun. Journal of Consumer Research. 9(2), 132-140.

Holmes, G. R. & Paswan, A. (2012). Consumer reaction to new package design. Journal of Product and Brand Management. 21(2), 109-116.

Homburg, C., Schwemmle, M., & Kuehnl, C. (2015). New product design: concept, measurement, and consequences. Journal of Marketing. 79(3), 41-56.

Ittner, C. D. & Larcker, D. F., (1996). Measuring the impact of quality initiatives on firm financial performance. In: Fedor, D. F., Ghosh, S. (Eds.), Advances in Management of Organization Quality, Vol. 1. JAI Press, Greenwich, CT, pp. 1-37.

Janawade, V., Bertrand, D., Léo, P. Y., & Philippe, J. (2015). Assessing ‘meta-services’: customer's perceived value and behaviour. The Service Industries Journal, 35(5), 275-295.

Jin, N., Lee, S., & Lee, H. (2015). The effect of experience quality on perceived value, satisfaction, image and behavioral intention of water park patrons: New versus repeat visitors. International Journal of Tourism Research, 17(1), 82-95.

Klaus, P. & Maklan, S. (2012) EXQ: a multiple-item scale for assessing service experience, Journal of Service Management. 23(1), 5-33.

Klaus, P. & Maklan, S. (2013). Towards a better measure of customer experience. International Journal of Market Research. 55(2), 227-246.

Maklan, S. & Klaus, P. (2011) Customer experience: are we measuring the right things? International Journal of Market Research. 53(6), 771-792.

Lai, F., Griffin, M., & Babin, B. J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of Business Research, 62(10), 980-986.

Monroe, K. B. & Chapman, J. D. (1987). Framing effects on buyers’ subjective product evaluations. Advances in Consumer Research, 14, 193–197.

Otto, J. E. & Ritchie, J. R. B. (1996). The Service experience in tourism. Tourism Management. 17(3), 165-174.

Patterson, P. G., & Spreng, R. A. (1997). Modelling the Relationship between Perceived Value, Satisfaction and Repurchase Intentions in a Business-to-Business, Services Context: An Empirical Examination. International Journal of Service Industry Management, 8(5), 414–434.

Pine, B. J. & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review. 76(4), 97-105.
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67.

Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.

Slater, S. F., & Narver, J. C. (2000). The positive effect of a market orientation on business profitability: a balanced replication. Journal of Business Research, 48(1), 69-73.

Sweeney, J. C., & Soutar, G. N. 2001. Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.

Thaler, R. H. (1985). Mental accounting and consumer choice. Marketing Science, 4(3), 199-214.

Verleye, K. (2015). The co-creation experience from the customer perspective: its measurement and Determinants. Journal of Service Management. 26(2), 321-342.

Voss, G. B., Parasuraman, A., & Grewal, D. (1998). The roles of price, performance, and expectations in determining satisfaction in service exchanges. Journal of marketing, 62(4), 46-61.

Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. The Journal of Marketing, 52(3), 2-22.