THE EFFECT OF EXPERIENTIAL MARKETING ON SATISFACTION AND ITS IMPACT ON CUSTOMER LOYALTY

Achmad Fauzi · Zainul Arifin

17 citations0/0 files storedRussian Journal of Agricultural and Socio-Economic Sciences

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

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

Abstract

The increase of competitiveness among culinary business makes it become a prospect of business development.Meanwhile, recognizing Malang is the second largest city in East Java, which has many tourists both domestic and foreign, the density of activities became the cause of consumers in Malang could not have enough time to prepare food.Therefore, they tend to buy food from Rumah Makan or Traditional Restaurant.Based on those phenomena, it will be an opportunity for culinary business.Thus, it should have a competitive advantage.One proper way is to create a positively unforgettable experience for consumers.Creation of experience that can touch the feelings and emotions of consumers which make consumers feel happy, satisfy and will have a positive impact on loyalty.The purpose of this study is to analyze and explain the influence of Sense, Feel, Think, Act and Relate, the variable Experiential Marketing Customer Satisfaction, while also analyze and explain the effect of Customer Satisfaction to Customer Loyalty.The hypothesis in this study are among other variables of Experiential Marketing that includes Sense, Feel, Think, Act and Relate, have a significant influence on Customer Satisfaction and Customer Satisfaction significant influence on Customer Loyalty.This research is explanatory, using a quantitative approach with survey method.This research method to distribute questionnaires to 100 customers, analyzed using descriptive and inferential statistics such as path analysis (path analysis).The results of this study are all variables Experiential Marketing that includes Sense, Feel, Think, Act and Relate, which have a significant influence on Customer Satisfaction and prove that Customer Satisfaction has a significant influence on Customer Loyalty.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 17 citations exist upstream.

References

1993Cognitive, Affective, and Attribute Bases of the Satisfaction Response 1999Experiential marketing : how to get customers to sense, feel, think, act, and relate to your company and brands 2015bauran pemasaran dan loyalitas konsumen 2011Impact of Customer Satisfaction on Customer Loyalty and Intentions to Switch: Evidence from Banking Sector of Pakistan 2012Customer satisfaction, trust and commitment as predictors of customer loyalty within an optometric practice environment 2012The Impact of Experiential Marketing and Customer Satisfaction on Customer Commitment in the World of Social Networks 2011How Quality, Value, Image, and Satisfaction Create Loyalty at an Iran Telecom 2011Pemasaran Jasa Manusia, Teknologi, Strategi Perspektif Indonesia

Cited by

2018Exploration of the antecedents and consequences of customers’ service experiences

Imported from OpenAlex (CC0) — nothing here is generated.