The Impact of Experiential Marketing and Customer Satisfaction on Customer Commitment in the World of Social Networks

Abstract

The objective of this research is to evaluate the inter-relationships among the experiential marketing, customer satisfaction and customer commitment in the context of the social networks users in Malaysia. A total of six hypotheses will be tested. A descriptive research will be carried out to address the research objective. Judgemental sampling technique and the distribution of a total 350 sets of questionnaire in the form of self-administered survey among the social networks users will be selected as part of the research methodology. The statistical data will be analyzed by SPSS software version 20. Both simple and multiple regression analyses will be used to verify the six proposed hypotheses. The findings concluded that only sense and feel experiences are positively related to the customer satisfaction as well as customer satisfaction is positively related to the customer commitment.

Relationship of activities in reverse logistics according to sell point in Czech Republic

“…Schmitt [27] and Alkilani, Ling, Abzakh [28] propose the concept of strategic experiential modules that aims to help the marketers to create alternative types of customer experiences. The experiential modules managed by the experiential marketing include: sensory experiences (sense); affective experiences (feel); creative cognitive experiences (think); physical experiences, behaviours and lifestyles (act) and social-identity experiences that result from relating to a reference group or culture (relate).…”

An Impact of Reverse Logistics Activities on Marketing Communication

“…The author added that experiential marketing is an integrated methodology and its marketing campaign is built around one big idea involving two-way communication between the target audience and the brand, therefore creates its core, a live brand experience (Smilansky, 2009). Schmitt (1999) and Alkilani, Ling, Abzakh (2013) propose the concept of strategic experiential modules that aims to help the marketers to create alternative types of customer experiences. The experiential modules managed by the experiential marketing include: sensory experiences (sense); affective experiences (feel); creative cognitive experiences (think); physical experiences, behaviours and lifestyles (act) and social-identity experiences that result from relating to a reference group or culture (relate).…”

Relationship of reverse logistics and marketing communication in Czech Republic

“…Campaigns which are created with principles of guerrilla marketing, must be diversified between sharp practice to collecting information own marketing communication (Roy, Chattopadhyay, 2009;Milne, Bahl, Rohm, 2008). Schmitt (1999) and Alkilani, Ling, Abzakh (2013) propose the concept of strategic experiential modules that aims to help the marketers to create alternative types of customer experiences. The experiential modules managed by the experiential marketing include: sensory experiences (sense); affective experiences (feel); creative cognitive experiences (think); physical experiences, behaviours and lifestyles (act) and social-identity experiences that result from relating to a reference group or culture (relate).…”