The Study of Relationship among Experiential Marketing, Service Quality, Customer Satisfaction, and Customer Loyalty

Puti Ara Zena · Aswin Dewanto Hadisumarto

105 citations0/0 files storedASEAN Marketing Journal

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

Abstract

\nExperiential marketing is one of the marketing approaches that gives a great framework to combine experience and entertainment elements into a product or service. Some of businesses in Indonesia have already used this approach and one of them is Strawberry Cafe which provides many kinds of free board games for the customer. The purpose of this research is to understand the impact of experiential marketing used by Strawberry Cafe related to customer satisfaction and loyalty. The data were collected from 142 respondents but after screening, only 80 that met the requirements and could be analyzed. Structural Equation Modeling (SEM) using LISREL software was used to analyze the data. This research found that itexperiential marketing used by Strawberry Cafe can affect customer loyalty.

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References

1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1972Principles of Marketing 1990Consumer Behavior and Marketing Strategy 2011Service Management and Marketing 1994DEFINING QUALITY: ALTERNATIVES AND IMPLICATIONS 2000The relationship between customer satisfaction and loyalty: Cross-industry differences 2008Handbook on Brand and Experience Management

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2018Encouraging the subsistence artisan entrepreneurship in handicraft and creative contexts 2012The Impact of Experiential Marketing and Customer Satisfaction on Customer Commitment in the World of Social Networks 2012Nuevas tendencias del marketing: el marketing experiencial.20154Ps: A Strategy to Secure Customers’ Loyalty via Customer Satisfaction 2021An Empirical Exploration of Sports Sponsorship: Activation of Experiential Marketing, Sponsorship Satisfaction, Brand Equity, and Purchase Intention

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