Year: 2014
Type: article
Study design: Observational Study
Abstract: The rapid development of the Internet has facilitated the proliferation of online stores. How businesses can seize this enormous business opportunity and survive intense competition is an important issue. Based on strategic experiential modules (SEMs), including sense, feel, think, act, and relate, this study attempted to explore the type of experience preferred by consumers of lativ, a well-known low-cost apparel brand in Taiwan, and further examine the relationship between customer satisfaction and loyalty. Results showed that perceptions of experiential marketing differed significantly on some demographic variable; experiential marketing was positively related to customer satisfaction and customer loyalty; customer satisfaction and customer loyalty were positively related; and experiential marketing was a significant predictor of customer satisfaction and customer loyalty. The empirical results about experiential marketing were obtained from the online apparel retail industry.
Authors: Mei-Ying Wu, Li-Hsia Tseng
Institution: Chung Hua University
Language: English
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2117139543