The result of the test of H3 supports the notion that price perception has a direct positive effect on customer experience. Previous studies have asserted that a significant relationship exists between price and perceived quality (e.g., Rao & Monroe, 1989). This study validates the relationship between price and customer experience. The inference of experience from price is ubiquitous; despite the fact that a number of other factors were introduced in this study, the customer can rely on them to infer his or her experience.