Record Details

The Study of Relationship among Experiential Marketing, Service Quality, Customer Satisfaction, and Customer Loyalty

ASEAN Marketing Journal

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Title The Study of Relationship among Experiential Marketing, Service Quality, Customer Satisfaction, and Customer Loyalty
 
Creator Puti Ara Zena; Department of Management, Faculty of Economics and Business, Universitas Indonesia
Aswin Dewanto Hadisumarto; Department of Management, Faculty of Economics and Business, Universitas Indonesia
 
Description Experiential 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.Keywords: Experiential Marketing, loyalty, customer satisfaction, service quality
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2013-10-24
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/2030
 
Source ASEAN Marketing Journal; Vol 4, No 1 (2012): June 2012
 
Language en