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highlighting the features of products and/or services
and the context through design and organization of
pictoric signals respectively, afterwards a Blueprint
analysis must be held for constructing contextual
clues (mechanical and humanic) creating finally
customer preference.
One of the principles of Experience Engineering
according to Carbone and Haeckel (1994) is the
existence of two types of contextual clues:
“Mechanical” which relate to sight, smell, taste,
color, sound, texture of things; and “Humanic”
which emanate from people. These two types have
also been defined for designing the desired behavior
of employees who meet the customer.
Experience Engineering considers the design of
contextual clues related to the product, service,
environment and performance of products or
services, where both types must be related.
3 METHODOLOGY
3.1 Data Collection
A questionnaire containing two parts has been
prepared. The first part corresponds to 15 questions
from the measurement scale of consumption
experience about long-proved psychometric
properties (Schmitt, 1999; Chang and Chieng, 2006),
this scale has been established in abundant previous
research.
The second part of the questionnaire is focused
on factors that generate experience. Items have been
constructed based on experience clues (Carbone,
1994). Factors that influence experience are also
indicated (‘Name of product, shape of product or
packing, decorative style of products, tastes
(elements associated to the product that stimulate the
lived experience)’, ‘Staff who interacts with the
customer’ (courtesy, kindness)’, ‘Availability of the
menu, napkin styles, forks, spoons, etc (objects that
had contact with the customer)’, ‘Individuals from
the bakery environment (working staff that didn’t
interact with the customer)’, ‘Objects from the
bakery environment (pictures, chairs, tables,
decoration, etc.).
Every item is measured using a 7-point Likert
scale. Diverse means of data collection were
employed: field, on site, by telephone and mail. The
questionnaire was carried out in Lima, Peru during
the month of July, 2011.
The simple consists of clients from both genders
where 48% are male and 52% are female with an
average age between 26 and 34 years old.
3.2 Data Analysis
Analysis of this study has been carried out using
SPSS and AMOS which imply two main statistical
procedures: (1) Confirmatory Factor Analysis in
order to validate the psychometric properties of the
dimensions of consumption experience; and (2)
Structural Regressions in order to identify the impact
of factors on consumption experience.
Specifically, Confirmatory Factor Analysis
(CFA) is a statistical procedure that allows proving
whether the measures of a construction are
consistent with the understanding of the researcher
about the nature of the construction. CFA is a
derivate of the Structural Equations Model (SEM)
used to validate the quantity of factors or dimensions
of a concept under study. By building the
measurements model the researcher uses two
different types of variables, called exogenous and
endogenous.
Parting from the collection of data, lambda
coefficients are calculated, where the value of their
T-test (CR) must be greater than 1,96 in order to be
significant. Good fitting of the measurement model
corresponds to knowing whether an approximation
from the observed value to the calculated value
exists. This calculated value is determined by the
maximum verisimilitude. The index that better
shows the fitting of the model is that of RMSEA,
which must be smaller than 0,1.
For the internal validity of the measurement
scale, a Joreskog coefficient is used. Also, in order
to demonstrate the effect of a certain variable over
another one, Structural Regressions will be
employed, where this will be demonstrated based on
the effect of a latent variable over another one.
4 RESULTS AND DISCUSSION
4.1 Experiential Value of Consumption
in the “San Antonio” Bakery
The experience lived by the consumers of “San
Antonio” bakery is relatively intense (5,15). The
results indicate that the sample, consisting of 157
consumers, gives similar results for all dimensions
of lived experience, with slight prominence of the
affective and social dimensions (Sensorial (4,49),
Affective (4,63), Intellectual (4,14), Behavorial
(4,14), Social (4,65); FacProMec (5,05), FacSerMec
(5,26), FacSerHum (5,19), FacEnyMec (5,12),
FacEnvHum (4,94)). Factors that have generated
intense experiences have significant value as stimuli
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