Bio min bio: En fördjupning kring kunders reaktioner till ett erbjudande ur ett upplevelseperspektiv

Sammanfattning: In the end of the 20th century, there was an increased interest in creating customer experiences, especially in the service sector. At the same time, the number of visits to the Swedish cinemas is decreasing due to new distribution channels on the market. This study aims to deepen the knowledge of customer reactions towards offerings with an experience approach, by studying similar reactions in cinema visitors. Furthermore, the study examines the contagiousness of the emotions elicited by the experience. The study approaches the problem by using a quantitative method by conducting a survey of cinema visitors. The results indicate that the offering, which is divided into different parts, affects the customers’ attitudes and sense of satisfaction differently. Moreover, emotions that are characterized by either positive or negative evaluations are related to the customers’ satisfaction, attitudes, and feeling of having had an experience in a positive way. Thus, a “good” experience is not necessarily associated with positive emotions. The study also concludes that the “performance”, constituted by the movie, has the strongest explanatory value for customer satisfaction, and their feeling of having had an experience. The influence of the cinema staff, on the other hand, is shown to be insignificant.