Modeling Relationship Between Experiential Marketing, Experiential Value And Purchase Intensions In Organized Quick Service Chain Restaurants Shoppers Using Structural Equation Modeling Approach

Ashutosh Nigam

36 citations0/0 files storedParadigm A Management Research Journal

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Consumer Retail Behavior Studies Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

This paper proposes the framework to examine interrelationship among experiential marketing, experiential value and purchase intensions in the quick service chain restaurants. Structural equation modeling (SEM) is used to validate and test the proposed model. Experiential marketing focuses on how customer sense, feel, think, act and relate their experiences. Experiential value incorporate the benefits derived from perceptions of playfulness, aesthetics, customer return on investment and service excellence is incorporated in the proposed model. Structural validity of the model is finally processed by using Statistical Package for the Social Science (SPSS) 18.0 and AMOS 4 software based on the sample of 300 customers. The paper suggests that marketers should consider experiential marketing in quick services chain restaurants will led to materialization of the sales.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1992Alternative Ways of Assessing Model Fit 1980Significance tests and goodness of fit in the analysis of covariance structures.1996The Behavioral Consequences of Service Quality 1989EQS : structural equations program manual 1994Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations

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2022Expanding the experiential value scale to predict independent restaurant dining intent 2019The examination of the relationship between experiential value and price fairness in consumers’ dining experience 2021How can hotel smartphone apps enhance hotel guest experiences? An integrated model of experiential value 2020Twofold impact of experiential marketing: manufacturer brand and hosting retailer 2020EXPERIENTIAL MARKETING AND EXPERIENTAL VALUE, HOW DOES IT IMPACT ON CONSUMER REPURCHASE INTENTIONS

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