How Does Strong Experiential Marketing Affect the Customer Value?

Abstract

The research objective is to get empirical evidences as well as to elucidate the phenomenon so that conclusion can be drawn concerning the implementation of Experiential Marketing in Creating Customer Value at stars' hotel of 3, 4 and 5 in West Java, Indonesia. This study uses quantitative approach and Structural Equation Modeling was conducted to test the hypothesis. To meet the adequacy of the data, it was decided to have sample of 210 respondents, consisting of hotel customers who were room occupants of 3, 4, and 5 star hotels in the West Java province. Collection of field data in order to obtain primary data was done through observation, deployment questionnaires, interviews and search and collecting documents. The results confirmed the importance of experiential marketing implementation since it can increase customer value, and it also has implications for customer loyalty.

Experiential Marketing Dynamics: Multiple mediator analysis of the experiential marketing - purchase intentions relationship

“…According to EM literature, various studies have examined the foundations of the concept and its influence on diverse variables such as: customer satisfaction and customer loyalty (Brakus at al., 2009;Öztürk, 2015;Wahyuningtyas & Zainul, 2017); customer satisfaction and customer commitment (Alkilani et al, 2013;Nurcahyo, 2013); behavioural intentions (Rokhsati, 2016); purchase intentions (Yang & He, 2011); brand loyalty (Sugiyarti, 2017); brand experience, brand resonance, and brand loyalty (Shieh & Lai, 2017); Brand image (Oetomo, 2017); customer satisfaction and behavioural intentions (Araci et al, 2017); brand advocacy (Machado, 2014); customer value (Danurdara et al, 2017); and brand switching (Appiah et al, 2019).…”

The Impact of Tourist Engagement and Tourist Satisfaction on Tourist Loyalty: A Literature Review

“…Friend to be a customer. If the company pays attention to customer loyalty it will have an impact on the growth of profitability (Danurdara, Hidayah, & Masatip, 2017). Furthermore, research conducted by Wardi, Abror, & Trinanda (2018) states that tourist satisfaction has a positive and significant effect on the tourist satisfaction.…”