Commenced in January 2007
Paper Count: 31435
Exploring the Relationships between Experiential Marketing, Customer Satisfaction and Customer Loyalty: An Empirical Examination in Konya
Authors: R. Öztürk
Abstract:Experiential marketing is one of the marketing approaches that offer an exceptional framework to integrate elements of experience and entertainment in a product or service. Experiential marketing is defined as a memorable experience that goes deeply into the customer’s mind. Besides that, customer satisfaction is defined as an emotional response to the experiences provided by and associated with particular products or services purchased. Thus, experiential marketing activities can affect the level of customer satisfaction and loyalty. In this context, the research aims to explore the relationship among experiential marketing, customer satisfaction and customer loyalty among the cosmetic products customers in Konya. The partial least squares (PLS) method is used to analyze the survey data. Findings of the present study revealed that experiential marketing has been a significant predictor of customer satisfaction and customer loyalty, and also experiential marketing has a significantly positive effect on customer satisfaction and customer loyalty.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1108064Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 3846
 F. Maghnati, K.C. Ling, A. Nasermoadeli, “Exploring the Relationship between Experiential Marketing and Experiential Value in the Smartphone Industry”, International Business Research, Vol. 5, No. 11, 169-177, 2012.
 B. H. Schmitt, “Experiential Marketing”, Journal of Marketing Management, 15(1), 53-67, 1999.
 M. S. Lee, H. D. Hsiao, M. F. Yang, “The Study of the Relationships among Experiential Marketing, Service Quality, Customer Satisfaction and Customer Loyalty”, The International Journal of Organizational Innovation, 3(2), 353-379, 2011.
 Y. H. Yuan, C. K. Wu, “Relationships among experiential marketing, experiential value, and customer satisfaction”, Journal of Hospitality & Tourism Research, Vol. 32, No. 3, 387-410, 2008.
 P. A. Zena, A. D. Hadisumarto, “The Study of Relationship among Experiential Marketing, Service Quality, Customer Satisfaction, and Customer Loyalty”, Asean Marketing Journal, Vol.IV - No. 1, 37-46, June 2012.
 S. H. Tsau, Y. Chiu, C. H. Wang, “The Visitors Behavioral Consequences of Experiential Marketing: An Empirical Study on Taipei Zoo”, Journal of Travel & Tourism Marketing, Vol. 21, No. 1, 47-64, 2006.
 C. Kuo, S. Nagasawa, “Experiential Marketing Leading to Behavioural Intention -Testing the Mediation Effects of Information Search Cost”, Science Journal of Business and Management, 3(2-1): 43-53, 2015.
 R. L. Oliver, “Whence Consumer Loyalty?” Journal of Marketing, 63, 33-44, 1999.
 J. F. Petrick, D. D. Morais, W. C. Norman, “An Examination of the Determinants of Entertainment Vacationer’s Intentions to Revisit”, Journal of Travel Research, 40 (1), 41-48, 2001.
 B. J. Pine, J. H. Gilmore, “"Customer experience places: the new offering frontier", Strategy & Leadership, Vol. 30, Iss 4, 4-11, 2002.
 A.G. Assaf, V. Magnini, “Accounting for Customer Satisfaction in Measuring Hotel Efficiency: Evidence from the US Hotel Industry”, International Journal of Hospitality Management, 31 (3), 642-647, 2012.
 Y. R. Chen, Y. C. Lee, “Effects of Experiential Marketing on Blog Loyalty”, Marketing Review, 6(4), 591–616, 2009.
 H. H. Lin, Y.S. Wang, “An Examination of the Determinants of Customer Loyalty in Mobile Commerce Contexts”, Information & Management, 43, 271–282, 2006.
 Z. Piotr, “Technical Analysis as the Representation of Typical Cognitive Biases”, International Review of Financial Analysis, 13 (2), 217-225, 2004.
 L. Dubé, M. S. Morgan, “Capturing the dynamics of in-process consumption emotions and satisfaction in extended service transactions”, International Journal of Research in Marketing, 15(4), 309-320, 1996.
 C. Y. Chou, Y. T. Chen, Y. H. Chang, “The Effect of Experiential Marketing on Customer Loyalty: Case Study of Direct Selling”, Marketing Review, 7(1), 1–24, 2010.
 I. C. Lai, “Effects of Experiential Marketing on Parental Loyalty: A Study in Pediatrics”, Unpublished master’s thesis, Institute of Health Policy and Management, National Taiwan University, Taipei, Taiwan, 2012.
 W.G Kim, Y.K. Lee, Y.J. Yoo, “Predictors of Relationship Quality and Relationship Outcomes in Luxury Restaurants”, Journal of Hospitality & Tourism Research, 30(2), 143–169, 2006.
 V. A. Zeithaml, M. J. Bitner, Service Marketing, New York: McGraw- Hill, 1996.
 H. H. Hu, J. Kandampullyb, T. D Juwaheer, “Relationships and Impacts of Service Quality, Perceived Value, Customer Satisfaction, and Image: An Empirical Study”, The Service Industries Journal, 29 (2), 111-125, 2009.
 J.G. Cegarra-Navarro, A.K.P. Wensley, M.T. Sanchez-Polo, “Improving Quality of Service of Home Healthcare Units with Health Information Technologies”, Health Information Management Journal, 40(2): 30-38, 2011.
 C. Ringle, S. Wende, A. Will, SmartPLS 2.0 (M3) Beta, 2005. Available at: www.citeulike.org/user/tilljwinkler/article/10083551.
 J.C. Nunnally, Psychometric Theory (Second edition). New York, McGraw-Hill, 1978.
 C. Fornell, D.F. Larcker, “Evaluating Structural Equation Models With Unobservable Variables and Measurement Error”, Journal of Marketing Research, 48: 39-50, 1981.
 D. Gefen, D. Straub, “A Practical Guide to Factorial Validity Using Pls- Graph: Tutorial and Annotated Example”, Communications of the AIS, 16: 91-109, 2005.