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The effect of experiential value, perceived quality and customer satisfaction on customer lifetime value: An example using Star Cruises



Author(s)

Ming-cheng Lai, Feng-sha Chou

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DOI:10.17265/1537-1506/2010.11.008

Graduate Institute of Business Administration, National Taipei College of Business, Taipei 100, Taiwan

The current study represents an attempt at experiential value, perceived quality and customer satisfaction influence on customer lifetime value. The sampling frame consisted of Star Cruises purchases in Taiwan. The authors have collected yield 268 questionnaires, by screening out 13 questionnaires, including those missing value or incomplete answer, and finally a usable sample of 255 questionnaires were utilized in this study. The results show that experiential value, perceived quality and customer satisfaction have positive effects to customer lifetime value. Especially, experiential value has the strongest direct effect. Therefore, if resources are limited, the manager should focus on shaping the experiential value to increase customer lifetime value. Implications for marketing theory and practitioners are discussed, and possible directions for future research are sketched.

experiential value; perceived quality; customer satisfaction; Star Cruises; customer lifetime value