The Role of Customer Experience, Food Healthiness, and Value for Revisit Intention in GROCERANT

This study proposes a research model in which food healthiness is considered in addition to the five strategic experiential modules (sense, feel, think, act, and relate) to test the antecedent variables that may enhance customer value and intention to revisit grocerants. For the empirical analysis, consumers with experience of using seven Korean grocerants were surveyed. Grocerant experience and food healthiness were found to be associated with hedonic and utilitarian values and these values were shown to have a significant effect on revisit intention. This study differentiates itself from earlier studies of consumer experience in the foodservice industry that ignore the importance of food healthiness. The presented research model shows the importance of the roles played by food healthiness and the five strategic experiential modules in enhancing customers' value perception and intention to revisit grocerants. The theoretical framework proposed and tested in the research model of this study is thus expected to serve as the basis for future research on experiential marketing in the foodservice industry.