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020			_aTHE0010146 (Local) _qHardback
040			_aUMPSA _beng _cUMPSA _erda
090			_aFIM .I26 2025 r Thesis
100	0		_aLim Qian Pink, _eauthor.
245	1	0	_aDimensions of customer experience in escape room establishments in malaysia and their influence on revisit intention / _cLim Qian Pink
264		1	_aKuantan, Pahang : _bUMPSA, _c2025
264		4	_c© 2025
300			_axiii, 288 pages : _billustrations (some color) ; _c30 cm. + _e1 CD-ROM.
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
347			_2rda _atext file _bPDF
500			_aFaculty of Industrial Management
502			_aThesis (Doctor of Philosophy) -- Universiti Malaysia Pahang – 2025
504			_aIncludes bibliographical references
520	3		_aEscape rooms have emerged as a popular form of interactive entertainment, yet little research has explored the customer experience dimensions that drive player engagement and revisit intention. This study aims to (1) explore the dimensions of customer experience in escape rooms, (2) investigate the mechanisms linking these dimensions to revisit intention, and (3) examine the structural relationships between these constructs. Using a sequential mixed-methods approach, the study first employs transcendental phenomenological analysis to derive key experience dimensions from semi-structured interviews with escape room players in Malaysia. The qualitative findings identify 12 core dimensions of customer experience, including skill, challenge, involvement, flow, positive and negative anticipated emotion, perceived authenticity, subjective norms, perceived behavioral control, attitude, desire, and revisit intention. The study then integrates Flow Theory (Csikszentmihalyi, 1990) and the Model of Goal-Directed Behavior (MGDB) (Perugini & Bagozzi, 2001) to develop a theoretical model explaining how these dimensions interrelate. The model is tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) on survey data collected from escape room participants (N=339). Findings indicate that desire is the strongest predictor of revisit intention, influenced by flow, social norms, and anticipated emotions rather than traditional satisfaction-based determinants. Unlike conventional consumer behavior models, the results suggest that goal-oriented motivation and emotional anticipation play a greater role in escape room engagement than habitual loyalty or post-consumption satisfaction. Practical contributions emphasize game design strategies, emotional priming techniques, and personalized challenge adjustments to enhance player retention. This study advances theoretical understanding by offering a new integrative model for immersive entertainment experiences, providing insights applicable to broader experience-based service industries, gamified consumer experiences, and adventure tourism sectors. Future research is encouraged to validate findings cross-culturally and further explore longitudinal behavioral patterns in escape room engagement.
610	2	0	_aFaculty of Industrial Management _xDissertations
650		0	_aUniversities and colleges _xDissertations
650		0	_aTheses _xDissertations
942			_2lcc _cTHESIS