Creation of Customer Value: Interaction of Thinking Styles with Customer Experience

Abstract

In modern marketing view, companies are expected to present a suitable environment for customers to experience product as they wish. It is possible to say customer value is created not on the basis of product, but of holistic experience ecosystem where product is located. It is thought customer experience is created through cognitive and intuitive thinking styles. Customer satisfaction emerges as a result of the interaction of these mental tendencies with experiencing process. This study aims to test this interaction on mobile phone users. To that end, a structured survey was applied to 525 users in İstanbul. Findings obtained by structural equation analysis indicated that intuitive process, not cognitive one, impacted customer satisfaction. The experience process for those customers with dominant intuitive thinking style was determined depending on social environment and external stimuli, which shaped customer satisfaction. The study is thought to significantly contribute to current literature and managerial sides.