2.2.3 Thomassen Model

The customer satisfaction model by Thomassen explains that the satisfaction of the costumers is composed of the expectations and experience of every person. The expectations constructed by influencing aspects like the word of mouth communication or the personal needs. On top of that the past experiences for the customer and the marketing/public relations play a big role. The value proposition of the costumer depends on their image of service (the setting, customer service), price and product/service (what they are there for). These value propositions make the framework for the expectations and the experiences, which then leads to the customer satisfaction. By collecting all the information of every item, the customer satisfaction can be defined. In the case of the shopping street this model could be very useful in order to gain a better understanding of the different aspects that would influence their experience of the shopping street/ art factory area in general

(Thomassen, 2012)

2.2.4 Experience model by Goossen

Part of the customer satisfaction model are expectations and experience. However, it does not look into the process of these expectations and experiences and how these influence the satisfaction after the experience.

Pre-Exposure phase

This is the formation of expectations through experience, knowledge and environmental factors. (A person might read about a new theme park and have a certain image in their mind before going there.)

Direct-Exposure phase

The factual participation in activity: use of the senses and raising emotions. It is the actual experience. (The person is in the theme park and experiencing everything).

Post-Exposure phase

After the participation evaluating the activity. Comparison takes place between the actual experience and the initial expectations.(The person is on their way back home and thinking about their day in the theme park).

There are three possible outcomes regarding the overall expectations and satisfaction. So when a visitor visits a shopping street or Art Factory, the visitor has certain expectations beforehand. These expectations influences the overall experience and satisfaction in the end. So when the direct/ exposure phase takes place. The outcome of satisfaction could be:

As expected - Conformation (neutral and satisfied)

Their expectations in the pre-exposure phase were met in the Direct exposure phase.

Higher as expected - Positive conformation (pleasantly surprised)

Their expectations in the pre-exposure phase were lower than the actual experience.

Lower as expected - Negative conformation (disappointment)

Their expectations in the pre-exposure phase where higher than the actual experience.

(Oers, 2003, p. 112)

2.2.5 Maslow´s Hierarchy of Needs

The Maslow`s Hierarchy of Needs model can be adapted to the branding in such way that a brand can bring a personal emotional connection with the customer of a company. If somebody has a lack of something, that according to Maslow`s they will try to fulfill this need, and if a brand can create this image of satisfying one`s need. In this case it is more likely that people will like the brand.

Maslow’s level 1 = physiological needs; Service level 1 = basic delivery

Maslow’s level 2 = safety needs; Service level 2 = commitment and consistency

Maslow’s level 3 = love and belonging; Service level 3 = personal and personable service

Maslow’s level 4 = esteem; Service level 4 = making customers feel accepted and valued

Maslow’s level 5 = self-actualization; Service level 5 = helping people feel good about who they are

In a relation to the Art Factory, it is firstly important to make the emotional bonding with the customers as on a higher level as possible.