PREDICTORS AND OUTCOMES OF SPORT EVENT EXPERIENTIAL VALUE: INSIGHTS FROM FORMULA ONE PETRONAS MALAYSIA GRAND PRIX

Value creation for customers in the form of experiences has been gaining attention remarkably. Great customer experiences could fuel surprising wow moments of truth, or perhaps magic moment. In fact, customer experience is destined to act as the tool for differentiation strategy. Quality products and services are no longer sufficient for business sustainability, for customers need to bestow upon with satisfactory experiences that they valued. Research stream on experiential value is sparse; hence, this paper aims to fill the void by conducting an empirical investigation on predictors of sport event experiential value and in turn, assessing its impacts on total experience and loyalty. Distribution of the survey instrument at the vicinity of the Formula 1 Sepang International Circuit resulted in 225 usable feedbacks. Structural equation modeling procedure was employed to test the hypothesized linkages in the proposed research model. Evidence established that all the hypothesized linkages were supported. A discussion of the implications for future research directions and sports events organizers were deliberated.