The relationship between experiential marketing using makeup services and theme park participants’ satisfaction, loyalty and intention to return

2021 ◽  
Vol 29 (5) ◽  
pp. 706-718
Author(s):  
Ye-won Jo ◽  
Young-Ju Rhee
Keyword(s):  
Theme Park ◽  
Experiential Marketing ◽  
Intention To Return ◽  
The Relationship

Evaluation of congress performance and congress attendees' satisfaction - a case study of Novi Sad (Serbia)

2011 ◽  
Vol 17 (1) ◽  
pp. 67-78
Author(s):  
Vanja Dragićević ◽  
Uglješa Stankov ◽  
Tanja Armenski ◽  
Snežana Štetić
Keyword(s):  
Destination Choice ◽  
International Meeting ◽  
International Industry ◽  
High Level ◽  
Novi Sad ◽  
Destination Management Organizations ◽  
Intention To Return ◽  
The Relationship ◽  
The City

The congress industry is a young, dynamic industry, which is growing and maturing at a rapid rate. It is now a truly international industry, witnessing huge investments across all continents. Due to economic and other benefits of a more intangible nature, the number of congress destinations and venues worldwide is growing. In order to provide the sustainability of congress destinations and venues, it is important to examine congress delegates’ experience, their overall satisfaction as well as behavioural intentions regarding destination. This study was conducted in the city of Novi Sad, which is after Belgrade the most important international meeting destination in Serbia. The purpose of this study is to examine the experience and overall satisfaction of the attendees at international congresses held in Novi Sad. Also, the relationship between overall satisfaction, word-of-mouth and intention to return were examined. A questionnaire survey was used as an instrument for the study. The collected data were analyzed using SPSS standard package. The results showed high level of attendees’ satisfaction with the congress elements and with destination choice. Also, the results confirmed that Novi Sad has a great potential for development of congress tourism, as the majority of the respondents show great interest to visit Novi Sad again and they would recommend city as a meeting destination. The results of this study are valuable for congress centre managers and for destination management organizations.

scholarly journals The Mechanism of the Effects of Experiential Marketing on Urban Consumers’ Well-Being

Complexity ◽  
2020 ◽  
Vol 2020 ◽  
pp. 1-10
Author(s):  
Hongshen Liu ◽  
Yuying Fu ◽  
Hao He
Keyword(s):  
Service Industry ◽  
Positive Impact ◽  
Service Marketing ◽  
Well Being ◽  
Sustainable Urban Development ◽  
Value Proposition ◽  
Experiential Marketing ◽  
Experiential Value ◽  
The Relationship

Knowing how to improve urban consumers’ well-being is of great importance for sustainable urban development and has become a research hotspot in the field of service marketing, which is evolving from functionality-focused view into experience-focused view. This study explored the mechanism and boundary conditions of experiential marketing on urban consumers’ well-being with a survey data collected from 256 consumers in the catering service industry in China. The results showed that experiential marketing had a significant positive impact on consumer well-being, experiential value played a partial mediation role between experiential marketing and consumer well-being, value proposition engagement moderated the relationship between experiential value and consumer well-being, and value proposition engagement moderated the mediation role of experiential value between experiential marketing and consumer well-being. This study complements the literature of transformative service by revealing a complex mechanism relating to the effects of experiential marketing on urban consumers’ well-being and provides theoretical guidance for service enterprises to improve their offerings.

The Relationship Between Role Ambiguity and Intention to Return the Following Season

2005 ◽  
Vol 17 (3) ◽  
pp. 255-261 ◽  
Author(s):  
Mark A. Eys ◽  
Albert V. Carron ◽  
Steven R. Bray ◽  
Mark R. Beauchamp
Keyword(s):  
Role Ambiguity ◽  
Intention To Return ◽  
The Relationship

The impact of marketing activities on service brand equity

2018 ◽  
Vol 52 (3/4) ◽  
pp. 596-618 ◽  
Author(s):  
Ravi Shekhar Kumar ◽  
Satyabhusan Dash ◽  
Naresh K. Malhotra
Keyword(s):  
Brand Equity ◽  
Positive Impact ◽  
Qualitative Interviews ◽  
Experiential Marketing ◽  
Content Type ◽  
Service Brand ◽  
Marketing Activities ◽  
The Impact ◽  
The Relationship ◽  
Structured Questionnaire

Purpose This study aims to propose and empirically test new improved customer-based brand equity (CBBE) creation framework, which advocates marketing activities create CBBE through customer experience (CE). The proposed framework is in contrast to extant literature suggesting marketing activities directly create CBBE. Design/methodology/approach Qualitative interviews with patients, followed by interaction with respondents using a structured questionnaire, were used to collect the data. Findings The results suggest that CE is the focal mediating variable for the relationship between marketing activities and CBBE. Out of 15 marketing activities, 8 positively impacted CBBE through CE and 2 negatively affected CBBE through CE. Among the remaining five, three had only a direct positive impact on CBBE and two neither directly nor indirectly impacted CBBE. Research limitations/implications The effects of only individual marketing activity, and not of the interaction among marketing activities, were assessed. Practical implications The study provides insights into the importance of CE in building CBBE for credence-dominant services (e.g. healthcare). This work will help managers in implementing experiential marketing by designing suitable activities for creating service CBBE. Originality/value The study outlines service CBBE creation through CE, offering specific insights for the healthcare market.

scholarly journals ExPro as psycho-affective stimulators through experiential marketing in nonprofit organizations

CIID Journal ◽  
2020 ◽  
Vol 1 (1) ◽  
pp. 01-27
Author(s):  
Romel Ramón González-Díaz ◽  
Elsa María Acosta-Moltó
Keyword(s):  
Nonprofit Organizations ◽  
Likert Scale ◽  
Caribbean Region ◽  
Experiential Marketing ◽  
Non Profit ◽  
Montecarlo Method ◽  
Interpretive Method ◽  
Relationship Of ◽  
The Relationship ◽  
Very High

This article aims to analyze the relationship of experience providers (ExPro) as phyco-affective stimulators in experiential marketing in non-profit organizations in the Colombian Caribbean region, it was framed in the complementary methodology, under the type of correlational studies and was carried out under a non-experimental, transactional and field design. The facts were also studied from  January 1/2018 to November 30/2018, where a questionnaire with a Likert scale was applied, which was validated at the discretion of 5 experts with an alpha coefficient of Cronbach 0.85 (Very high), aimed at a population of 273 young people between 18-25 years in the departments of Córdoba and Sucre which are intervened socially for 5 foundations, statistical data was processed in Microsoft Excel2010, SPSS v25 and @risk (Montecarlo method), subsequently 3 marketing experts were discussed and interpreted through the hermeneutic or interpretive method using it as a tool for qualitative analysis Atlas.ti8 software, generating criteria for weighting and design of inference rules in the fuzzy logic module (Matlab2017), to obtain the following results: standard deviation of 0.23982, correlation between variables of 0.666 (moderately positive). Consequently, 7 rules were generated for the inference module under the simplification of 5 categories of the Likert scale to 3 categories according to proportionality: Strong: 3.41 - 5.00, Medium: 2.61 - 3.40 and Weak: 1.00 - 2.60; as a significant find, the internal staff (Expro) generates greater influence among the psycho-affective stimulators in nonprofit organizations.

scholarly journals Strategi Experiential Marketing dan Loyalitas Merek

The Winners ◽  
2008 ◽  
Vol 9 (2) ◽  
pp. 191
Author(s):  
Dian Tauriana ◽  
Rendy Manlin
Keyword(s):  
Customer Loyalty ◽  
Brand Loyalty ◽  
Secondary Data ◽  
Consumer Experience ◽  
Validity And Reliability ◽  
Experiential Marketing ◽  
Marketing Relationship ◽  
Unique Experience ◽  
The Impact ◽  
The Relationship

Consumer experience born from the consumption of a product or service gives a distinct impression in the minds of consumers. This impression creates brand loyalty, provided that the appropriate marketing program is designed to provide a unique experience. Article explores a study that uses primary and secondary data at Bengawan Solo Coffee to see the impact of marketing programs based on experience upon customer loyalty towards the Bengawan Solo Coffee brand. Data were collected by direct interviews of selected respondents through purposive sampling. Furthermore, those data were analyzed using several statistical methods, such as normality tests, the validity and reliability, the classic assumption test, Pearson product moment, and multiple regression. The results shows that there are significant correlation between  marketing based on experience (feel, act, and relate) towards brand loyalty. The relationship between experiential marketing (feel and relate) towards brand loyalty is low, while the experiential marketing relationship (act) is quite strong.

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