Scale development study on experiential value

In the globalizing world, consumers have left behind their role as rational decision makers in their purchasing behavior, they have become experience-oriented decision-makers. In an increasing rivalry environment, businesses try to differentiate in order to be one step ahead of the competition, and in this diversify, the most important instruments are the experiences that they will create for customers. The notable and different experiences of consumers as a result of purchasing decisions that preponderate this emotional aspect also affects the value that they will obtain as a result of their experience. Undoubtedly, many factors impress the value of experience. In this respect, understanding the concept of experiential value is important especially for academicians and industry practitioners. The purpose of this research is to enhance an experiential value scale as a result of examining the studies associated with the concept of experiential value in the literature, since the need for a scale viable to all goods and services is realized. In accordance with this purpose, questionnaires for clothing and hotel services have been created with the help of the expressions gained through the center group interviews and in light of the information gained in the literature review. Since the survey application is conducted online, it is estimated that the participants are reached countrywide. The assessment process of the scales was completed by using explanatory factor analysis (AFA) and confirmatory factor analysis (CFA). In the research, the development of the experiential value scale was chosen as an apparel industry and hotel service, and two different questionnaire forms were created. In this context, the experiential value scales developed for a merchandise and a service are compared. Similarities and differences were tried to be revealed. The experimental value scales developed occurred of 6 dimensions 23 expressions for the clothing product and 4 dimensions 19 expressions for the hotel service. As a result, it was observed that the scale for assets and services should be examined separately, since it is concluded that the scale comprises of different dimensions and expressions.