Contribution Of Experiential Marketing To Brand Loyalty
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In the experience economic stage, creating unforgettable experiences by the means of experiential marketing for customers helps businesses to create brand loyalty in order to gain more market share in highly competitive food service industry. However, few studies were conducted to examine the contribution of experiential marketing to the success of businesses. Hence, for the current study three hypotheses were developed to examine the contribution of the three dimensions of experiential marketing to brand loyalty: sense perception, think perception, and perceived service quality.
The outcomes of this study may help marketing managers to understand customers’ experiences deeper, and accordingly, let them to conduct effective experiential marketing approach through creating unforgettable experiences and stimulating customers’ perceptions in order to gain brand loyalty. The results may lead businesses to deeper understanding of which experiences customers really need and want.