Record Details

LINKING EXPERIENTIAL VALUE TO LOYALTY IN SMARTPHONE INDUSTRY

Studies and Scientific Researchs. Economics Edition

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Field Value
 
Title LINKING EXPERIENTIAL VALUE TO LOYALTY IN SMARTPHONE INDUSTRY
 
Creator Wulandari, Nuri
Kartika Sari, Rina
 
Subject marketing; experiential marketing; experiential value; satisfaction; loyalty; smartphone
M31
 
Description The smartphone industry has grown tremendously in the past years across the world, especially in Asia. The competition between smartphone brand players has been intense and involving sophisticated marketing techniques. Despite of the widespread practice of experiential marketing to market smartphones, little research has been undertaken to investigate whether this practice generate experiential value in the perception of smartphone customers. If the value is evident, the question remains whether it leads to satisfaction and loyalty of smartphone brand. This study tries to investigate whether the practice of experiential marketing drives experiential value, and whether experiential value has a direct effect to loyalty or indirectly through satisfaction. The methodology involved a survey investigating 255 responses from smartphone device user in Indonesian market. The result provides useful findings for marketers as well as supporting the direct and indirect relationship between experiential value and loyalty. The suggestion highlight feel experience as one of the driver factors of experience. Limitation and future research suggestions are explained.
 
Publisher Vasile Alecsandri University of Bacau
 
Contributor —
 
Date 2016-12-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
 
Format application/pdf
application/pdf
 
Identifier http://sceco.ub.ro/index.php/SCECO/article/view/363
10.29358/sceco.v0i24.363
 
Source STUDIES AND SCIENTIFIC RESEARCHES. ECONOMICS EDITION; No 24 (2016)
STUDII SI CERCETARI STIINTIFICE. SERIA STIINTE ECONOMICE; No 24 (2016)
2344-1321
2066-561X
 
Language eng
 
Relation http://sceco.ub.ro/index.php/SCECO/article/view/363/338
http://sceco.ub.ro/index.php/SCECO/article/view/363/347
http://sceco.ub.ro/index.php/SCECO/article/downloadSuppFile/363/20
 
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