Table 4 Actual customer experience... | Emerald Publishing

Table 4

Actual customer experience utility

Customer experience dimension	T1	T2	T3	F (ANOVA)	p	SD (T1–T3)
Rural-specific personalized service	0.194	0.217	0.205	4.32	0.015*	0.012 → 0.018
Rural living comfort	0.181	0.224	0.235	8.76	0.001**	0.015 → 0.010
Scenic-area-oriented convenience	0.162	0.193	0.175	3.89	0.023*	0.020 → 0.015
Rural experience value perception	0.082	0.1	0.101	1.24	0.291	0.008 → 0.007
Local culinary experience	0.045	0.056	0.046	0.95	0.387	0.005 → 0.006

Customer experience dimension	T1	T2	T3	F (ANOVA)	p	SD (T1–T3)
Rural-specific personalized service	0.194	0.217	0.205	4.32	0.015*	0.012 → 0.018
Rural living comfort	0.181	0.224	0.235	8.76	0.001**	0.015 → 0.010
Scenic-area-oriented convenience	0.162	0.193	0.175	3.89	0.023*	0.020 → 0.015
Rural experience value perception	0.082	0.1	0.101	1.24	0.291	0.008 → 0.007
Local culinary experience	0.045	0.056	0.046	0.95	0.387	0.005 → 0.006

Note(s):

*p < 0.05, **p < 0.01; standard deviations were calculated separately by time period (T1 to T3)

Source(s): Authors’ own work