publication . Article . 2013

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

Puti Ara Zena; Aswin Dewanto Hadisumarto;
Open Access English
  • Published: 24 Oct 2013 Journal: Asean Marketing Journal (issn: 2085-5044, eissn: 2356-2242, Copyright policy)
  • Publisher: Universitas Indonesia
Abstract
Experiential 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 t...
Subjects
ACM Computing Classification System: ComputingMilieux_PERSONALCOMPUTING
free text keywords: Experiential Marketing, loyalty, customer satisfaction, service quality, Social Sciences, H, Business, HF5001-6182, Relationship marketing, Customer advocacy, Advertising, Marketing, Loyalty business model, Customer retention, Marketing management, Customer delight, Loyalty marketing
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