The influence of experiential marketing on customer satisfaction and loyalty

Detalhes bibliográficos
Autor(a) principal: Carmo, I. S. do.
Data de Publicação: 2022
Outros Autores: Marques, S., Dias, Á.
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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spelling 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
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instacron_str RCAAP
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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
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