Customer Satisfaction and Loyalty in an Online Shop: An Experiential Marketing Perspective

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.

Marketing Experiencial en FITUR: Análisis de dos destinos competidores, Islas Canarias e Islas Baleares

“…Desde una perspectiva de género se observan diferencias significativas en la influencia de la dimensión sensorial entre hombres y mujeres. En concreto se constata que las mujeres valoran en mayor medida dicha dimensión, tal y como sucede en recientes estudios (Wu & Tseng, 2015) bajo el uso de las dimensiones experienciales desarrolladas por Schmitt (1999). Otra variable que muestra diferencias significativas es la referida a las valoraciones que realizan los visitantes que ya han estado en alguno de los destinos con anterioridad.…”

“…Aunque existen diferentes orientaciones y modelos a la hora de identificar y medir experiencias de consumo, el trabajo de Schmitt (1999) ha sido desarrollado y aplicado en numerosos casos a lo largo de la literatura del marketing experiencial. Su validez y adaptabilidad a diferentes contextos de análisis como los eventos (Zarantonello & Schmitt, 2013), la experiencia de la marca (Brakus et al 2009) y la relación existente entre el marketing experiencial, la satisfacción y la lealtad de clientes (Lee et al, 2010;Srinivasan & Srivastava, 2010;Wang & Lin, 2010;You Ming, 2010;Wu & Tseng, 2015) posibilita su uso y acondicionamiento para esclarecer fenómenos de consumo que nacen en diferentes disciplinas de las ciencias sociales como es el caso del turismo, tal y como se plantea en el presente estudio. En este trabajo se considera por tanto que el constructo experiencia de marca está compuesto por cuatro dimensiones: la dimensión sensorial, la dimensión emocional, la dimensión intelectual y por último la dimensión interactiva (Tabla 1).…”

Factors Influencing Customer Satisfaction of Online Shopping in Oman – Youth Perspective

“…Jiradilok, Malisuwan, Madan, and Sivaraks (2014) claimed that the shopping experience plays an important role in attracting customers as the experienced customers have sufficient knowledge of the price, the reliability of the website and the payment security. Wu and Tseng (2014) stated that the experiential marketing could easily enforce the customer satisfaction and customer loyalty. El Khatib and Khan (2017) claimed that the younger generation prefers online browsing mainly because of information reliability.…”

The Ethics of Gamification in a Marketing Context

“…They draw comparisons to experiential marketing (e.g. Schmitt 1999), where a brand 'experience' creates value for the firm by drawing its targeted -and entertained -audience closer (Lee et al 2010;Wu & Tseng 2015;Yuan & Wu, 2008). Whilst there has been some move towards light regulation, experiential marketing remains largely free of ethical concern, implying that the entertainment feature of gamification is, at worst, harmless.…”