Abstract:

One of the concepts considered nowadays by the marketers in the area of consumers' consumption behavior is the creation of pleasant experiences and the impact of these experiences on consumers' behavior, since the creation of different experiences as a vital element in marketing strategies can create value and lead to a competitive advantage. Thus, the objective of this research is to evaluate the dimensions of customer experiences and the effects of these dimensions on consumer purchase intentions. The present study is an applied research in terms of objective and correlational type of descriptive-survey in terms of the nature of data collection. The research population is the consumers of restaurants and fast food stores in Shiraz. A sample of 385 consumers of restaurant and fast food stores in Shiraz city was selected using convenient sampling method. Validity of the questionnaire was confirmed through content validity and its reliability was confirmed through Cronbach's alpha. Questionnaire was used to collect the data. Structural equation modeling was used to analyze the data. The results of this study confirmed the positive and significant effect of five dimensions of customer experiences, including behavioral experience, cognitive experience, affective experience, sensory experience and social experience on consumer purchase intention. Therefore, the owners and managers of restaurants and fast food stores can influence the purchase intention behavior of their customers and make them loyal to their restaurant by creating good experiences for their customers.

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