The Study of Relationship among Experiential Marketing, Service Quality, Customer Satisfaction, and Customer Loyalty
Year: 2013
Type: article
Study design: Observational Study
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.
Source: ASEAN Marketing Journal
Authors: Puti Ara Zena, Aswin Dewanto Hadisumarto
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2484238245