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The Social Component of Customer Experience Influences Purchase Intent More than Sensory or Emotional Factors

I recently read an article in the International Journal of Business and Management titled “Evaluating the Impacts of Customer Experience on Purchase Intention”.  The authors, Amir Nasermoadeli, Kwek Choon Ling, and Farsahd Maghnati, were looking to determine what relationships might exist between the dimensions of customer experience (defined as sensory, social, and emotional) and purchase intention.  I think we would all agree that the definition of customer experience has a larger scope than these three areas, but still I was interested to see what the study would show for these three. 

This particular study used a questionnaire evaluating the responses of 300 individuals and their experiences of going to a cinema and watching a movie.  A 5 point Likert scale was used to measure attitudes for all of the tested constructs (sensory, social, and emotional).    I expected all three would contribute significantly to purchase intent, and if I had to wager on most important . . . it would be sensory (I mean, the experience at hand is after all at the cinema!)

The results were somewhat surprising.  Sensory experience was not found to be a significant predictor of purchase intention.  Social experience and emotional experience were found to be significant predictors of purchase intent, with social having more than twice the impact of emotional.  I think this lends support to the idea that social experience should be on our radar when assessing overall customer experience.  I discussed this idea in an earlier blog which also highlighted the importance of the social aspect onto overall customer experience.   

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