The Importance of Experiential Marketing on Customer Loyalty
Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
| Original language | English |
|---|---|
| Pages (from-to) | 13-20 |
| Journal / Publication | Review of Business Research |
| Volume | 17 |
| Issue number | 4 |
| Publication status | Published - Dec 2017 |
Link(s)
| DOI | DOI |
|---|---|
| Permanent Link | https://scholars.cityu.edu.hk/en/publications/publication(c729834e-85cd-4460-aefb-f97ec47c3d1f).html |
Abstract
The main purpose of this study is to examine the relationship between experiential marketing and customer loyalty. Customer satisfaction, customer value, and customer relationships act as three subsequents of experiential marketing, and three antecedents of customer loyalty were being studied. It was identified that 'relate' is the most important dimension of experiential marketing to affect customer value, where 'aesthetics' and 'status' are two of the most important dimensions of customer value that affect customer loyalty. Also, it was found that by influencing the 'familiarity' dimension of the customer relationship, customer loyalty can be improved. This study also demonstrates that customer value and the customer relationship are also highly significant for building customer loyalty. Discussion about the managerial implications of the results are also included.
Research Area(s)
- Experiential marketing, customer satisfaction, customer loyalty, customer value
Citation Format(s)
The Importance of Experiential Marketing on Customer Loyalty. / Lau, Eric K. W.; Leung, Candy.
In: Review of Business Research, Vol. 17, No. 4, 12.2017, p. 13-20.
In: Review of Business Research, Vol. 17, No. 4, 12.2017, p. 13-20.
Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review
