The influence of experiential marketing on customer satisfaction and loyalty
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/26001 |
Resumo: | Today, experiences are considered a key differentiating factor for companies as products and services have become similar in terms of their functional attributes. Moreover, individuals' choices are increasingly influenced not only by rational factors, but mainly by emotional factors. This study aims to understand whether the dimensions of experience influence consumer satisfaction and loyalty. The hypotheses were tested using PLS-SEM based on survey data. The results show that satisfaction is influenced positively and directly by affective and sensorial experience and loyalty is influenced positively and directly by affective and behavioural experience. The results also indicate the existence of an indirect relationship between the sensory experience and the affective experience with the loyalty having the mediating effect of satisfaction. |
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The influence of experiential marketing on customer satisfaction and loyaltyMarketingBrand experienceExperiential marketingConsumerLoyaltySatisfactionToday, experiences are considered a key differentiating factor for companies as products and services have become similar in terms of their functional attributes. Moreover, individuals' choices are increasingly influenced not only by rational factors, but mainly by emotional factors. This study aims to understand whether the dimensions of experience influence consumer satisfaction and loyalty. The hypotheses were tested using PLS-SEM based on survey data. The results show that satisfaction is influenced positively and directly by affective and sensorial experience and loyalty is influenced positively and directly by affective and behavioural experience. The results also indicate the existence of an indirect relationship between the sensory experience and the affective experience with the loyalty having the mediating effect of satisfaction.Routledge/Taylor and Francis2023-10-02T00:00:00Z2022-01-01T00:00:00Z20222022-08-11T11:44:40Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10071/26001eng1049-649110.1080/10496491.2022.2054903Carmo, I. S. do.Marques, S.Dias, Á.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-07-07T03:36:09Zoai:repositorio.iscte-iul.pt:10071/26001Portal AgregadorONGhttps://www.rcaap.pt/oai/openairemluisa.alvim@gmail.comopendoar:71602024-07-07T03:36:09Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The influence of experiential marketing on customer satisfaction and loyalty |
title |
The influence of experiential marketing on customer satisfaction and loyalty |
spellingShingle |
The influence of experiential marketing on customer satisfaction and loyalty Carmo, I. S. do. Marketing Brand experience Experiential marketing Consumer Loyalty Satisfaction |
title_short |
The influence of experiential marketing on customer satisfaction and loyalty |
title_full |
The influence of experiential marketing on customer satisfaction and loyalty |
title_fullStr |
The influence of experiential marketing on customer satisfaction and loyalty |
title_full_unstemmed |
The influence of experiential marketing on customer satisfaction and loyalty |
title_sort |
The influence of experiential marketing on customer satisfaction and loyalty |
author |
Carmo, I. S. do. |
author_facet |
Carmo, I. S. do. Marques, S. Dias, Á. |
author_role |
author |
author2 |
Marques, S. Dias, Á. |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Carmo, I. S. do. Marques, S. Dias, Á. |
dc.subject.por.fl_str_mv |
Marketing Brand experience Experiential marketing Consumer Loyalty Satisfaction |
topic |
Marketing Brand experience Experiential marketing Consumer Loyalty Satisfaction |
description |
Today, experiences are considered a key differentiating factor for companies as products and services have become similar in terms of their functional attributes. Moreover, individuals' choices are increasingly influenced not only by rational factors, but mainly by emotional factors. This study aims to understand whether the dimensions of experience influence consumer satisfaction and loyalty. The hypotheses were tested using PLS-SEM based on survey data. The results show that satisfaction is influenced positively and directly by affective and sensorial experience and loyalty is influenced positively and directly by affective and behavioural experience. The results also indicate the existence of an indirect relationship between the sensory experience and the affective experience with the loyalty having the mediating effect of satisfaction. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-01-01T00:00:00Z 2022 2022-08-11T11:44:40Z 2023-10-02T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/26001 |
url |
http://hdl.handle.net/10071/26001 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
1049-6491 10.1080/10496491.2022.2054903 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Routledge/Taylor and Francis |
publisher.none.fl_str_mv |
Routledge/Taylor and Francis |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
mluisa.alvim@gmail.com |
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1817546514506973184 |