Study On The Influence Of Hyper-Realityexperience On The Customer Delight

In the last20years of the20th century, the progress of Information globalization makes human elevate to a new stage of civilization, which makes Postmodernism becomes the mainstream of society. The consumer attitudes and behavior changed significantly because of the prevalence of Postmodernism, they focused on getting a unique feel and experience at the same time of consumption, this new consumer demand put forward new requirements for the form and content of new products, and ultimately provide the best reference to consumption of experience product.Based on the theory of domestic and foreign scholars about the customer experience and consumer behavior researches, and combined with the characteristics of Theme Hotels experience related topics,this article propose concept of hyper-reality experience. Hyper-reality experience is aim to perceive a sense of freshness, change, strangeness, beauty of everyday life by seeking some attractions that present a certain distance from casual life. With the popularity of this Experience Consumption, consumers can feel tremendous changes of the spirit in the lives and ultimately reach a state of emotional pleasure of joy and pleasure. On the basis of the emotional theory the paper takes further research on customer delight. Customer delight plays a more important role in driving customer loyalty, maintaining a positive reputation and customer recommendation intentions than customer satisfaction. A lot of literature suggests that a happy customer is more likely to become a loyal "evangelist" that willing to recommend service to others and prefer to pay a higher price for services.Based on previous literatures,this study build a new theoretical framework combine experience theory with customer delight theory. With the relevant theoretical research of the hyper-reality experience, Customer delight and self-fragmentation, we put forward relevant assumptions, on the basis of composite analysis, and build concept model of hyper-reality experience on customer delight. Moreover, the self-fragmentation is studied as a moderator variable of customer delight. At last, the research conclusion and practical suggestions of this study is summarized via empirical analysis, while the shortcomings and future research prospects are pointed out.Analysis of questionnaire and field interviews, which is based on theme hotel in Hangzhou area, the following main conclusions are reached.On the one hand, further study on hyper-reality especially on its novel experience, mystical experience, romantic experience proves that the degrees of importance function for customers’ delight were:novel experience, mystical experience, romantic experience. At the same time, self-fragmentation has the regulatory function between hyper-reality experience and customer delight. On the other hand, customers may have different feeling for the differences of their perception of gender, age, education, occupation, income and frequency of staying at the hotel. The main purpose of this paper is to build factors model about customer experience in the hotel, and to analyze the impact of various factors on the customer experience. The results show that each part of hyper-reality experience, including romantic experience,mystical experience and novel experience has remarkable positive effect on customer delight. And self-fragmentation plays a regulatory role between novel experience, mystical experience and customer delight.This paper studied surreal experience of consumers in Theme hotel service context, realizing innovation of the research object; from the perspective of customer experience, we exploring a novel depth product and experiencing the advantages of planning and design ideas on new experience products, then come up with innovative experience product planning ideas under the perspective of postmodern, we achieved innovation of the research view; based on the study of the relationship between hyper-reality experience, customer delight, we introduce the influence of self-fragmentation, obtaining the innovation of the research content.