scholarly journals Experiential Marketing Model on Hotels Owned by Regional Government of South Sumatra Province

2019 ◽  
Vol 3 (2) ◽  
pp. 198
Author(s):  
Maftuhah Nurrahmi
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Survey Method ◽  
Regional Government ◽  
The South ◽  
Experiential Marketing ◽  
Marketing Model ◽  
Marketing Models ◽  
Research Stage

Purpose of this study was to analyze hotel marketing strategies carried out by hotel owned by the South Sumatra regional government. This study was designing an experiential marketing strategy for hotels owned by the South Sumatra regional government and designing an experiential marketing model for hotels owned by the South Sumatra regional government. Research stage was divided into 3 phases, that was: analyzing the marketing strategies that had been carried out so far, designing experiential marketing strategies and designing experiential marketing models for hotels owned by the South Sumatra regional government. This study was to design experiential marketing strategies and experiential marketing models that were suitable for marketing hotels owned by regional government of the South Sumatra Province so that they could compete with other hotels in South Sumatra. Survey method by distributing questionnaires to hotel customers owned by regional government of the South Sumatra Province. Results showed that the marketing strategy used hotels owned by the South Sumatra regional government was still simple, so it required experiential marketing strategies to increase the number of occupants, and from the experiential marketing model showed that brand image affected customer satisfaction and experiential marketing affected the value of experience, where customer satisfaction and the value of experience had influences customer loyalty.

scholarly journals The effect of emotional marketing and marketing strategy on purchase decisions through consumer satisfaction as a mediation variables in PT. Nureka Bintang Abadi

2020 ◽  
Vol 5 (3) ◽  
pp. 123-128
Author(s):  
Riko Cahyo Pribadi ◽  
Abdul Rivai ◽  
Suharto
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Causal Relationship ◽  
Consumer Satisfaction ◽  
Marketing Strategies ◽  
Analysis Approach ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Independent Variable ◽  
Relationship Of

This study aims to determine the effect of emotional marketing and marketing strategies on purchasing decisions through customer satisfaction. This study uses an explanatory analysis approach, meaning that each variable presented in the hypothesis will be observed by testing the causal relationship of the independent variable to the dependent variable. The population in this study were customers of PT. Nureka Bintang Abadi. While the sample used includes 60 company customers who make purchases. The results showed that emotional marketing had a significant effect on purchasing decisions. Marketing strategy has a significant impact on purchasing decisions. Consumer satisfaction has a significant effect on purchasing decisions. Emotional marketing has a significant effect on customer satisfaction. Marketing strategy has a significant effect on customer satisfaction. The effect of emotional marketing and marketing strategies on direct purchasing decisions is smaller than through customer satisfaction. In this case, it can be said that customer satisfaction is an intervening variable.

The influence of Islamic attributes and religious commitments toward halal wellness services customer satisfaction and loyalty

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nurdin Sobari ◽  
Andyan Kurniati ◽  
Hardius Usman
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
User Satisfaction ◽  
Religious Commitment ◽  
Experiential Marketing ◽  
Content Type ◽  
Goods And Services ◽  
Customer Preferences ◽  
Practical Implications ◽  
Customer Satisfaction And Loyalty

Purpose This study aims to analyze the behavior of Indonesian Muslim consumers toward halal wellness services, especially to determine the effect of Islamic attributes providing halal wellness services and customer religious commitment as a moderating variable on customer satisfaction and loyalty. Design/methodology/approach The study was carried out by surveying 260 respondents from 13 Muslim salon outlets in the Jabodetabek area as research samples. Furthermore, a quantitative approach with moderated regression analysis is used as an analytical tool to test the research hypothesis. Findings The study found that embedding Islamic attributes in a halal service correlated positively with customer satisfaction. Four of the six dimensions of Islamic attributes that provide halal wellness services have a significant influence on customer satisfaction and loyalty. In addition, it was found that the moderating effect of religious commitment variables was only significant on two Islamic attributes, namely, Muslim goods and services and halal labeled products. Research limitations/implications This study was conducted with samples taken from only one brand of muslimah salon in Jabodetabek area. So that generalization needs to be done with caution. Practical implications The paper includes implications for the marketing strategy of halal wellness services industry including the importance of experiential marketing strategy, the moderation between fiqh law compliance and customer convenience and the service customization based on customer preferences. Originality/value This paper gives an understanding of the behavior of halal wellness service users on how halal service attributes affect user satisfaction and loyalty.

A Case Study on Customer Experiential Management at High Five Hotels Pvt. Ltd, Nashik

2014 ◽  
pp. 200-205
Author(s):  
Sonali Gadekar ◽  
Sushil Gadekar
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Brand Loyalty ◽  
Hospitality Industry ◽  
Experiential Marketing ◽  
Consumer Orientation ◽  
Ultimate Outcome ◽  
Experiential Techniques ◽  
Promotional Strategies

Experiential Marketing is an extension of consumer orientation marketing. The organizations can use Experiential Marketing as one of models which has vast potential to serve as a link between improved customer satisfaction and brand loyalty. It can be described as one of the innovative ways of delivering the consumption experiences to the consumers before they buy a product or actually use the service. It works on the simple principle that the memories of experiences get preserved in the minds of prospective customers as well as repeat consumers which induces them to visit again and again for the same product or service. In this case study of High Five Hotel Pvt. Ltd., this innovative marketing strategy, known as experiential marketing, was applied by the management to establish itself in the market as a reputed brand. This case study presents various innovative promotional strategies followed in the hospitality industry. The ultimate outcome and the results after applying this ‘experiential techniques’ were excellent in terms of financial returns as well as customer satisfaction.

scholarly journals PENGARUH EXPERIENTIAL MARKETING TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING DI SENGKALING KULINER “SEKUL” MALANG

2018 ◽  
Vol 7 (2) ◽  
Author(s):  
Wahyu Amrullah
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Analysis Data ◽  
Survey Method ◽  
Reliability Test ◽  
Validity And Reliability ◽  
Test Analysis ◽  
Experiential Marketing ◽  
Test Instrument ◽  
Scale Range

The research is to analyze experiential marketing consisting of sense, feel, think, act, and relate, customer satisfaction, customer loyalty and to analyze impact of experiential marketing on customer loyalty through customer satisfaction as an intervening variable at Sengkaling Kuliner “SeKul” Malang. Use data from quetionnaires of the sample 100 respondents with purposive sampling technic. This research is descriptive quantitative study with survey method. Test instrument used include the validity and reliability test. Analysis data method used is a range of scale, path analysis, and hypothesis testing. The result of the calculation of experiential marketing consisting of sense, feel, think, act, and relate scale range is gene1rally categorized as good. Customer satisfaction and customer loyalty based on the result of the calculation of the scale range is generally categorized as high. These result indicate that the effect of indirectly greater than the direct effect of this proves that customer satisfaction to intercede or mediate the effect of experiential marketing to customer loyalty. This indicates that the experiential marketing significant effect on the customer loyalty through customer satisfaction.

Virtual tryvertising. Marketing strategies for empowered customers

2021 ◽  
Vol 4 ◽  
pp. 161-176
Author(s):  
Federico Biggio
Keyword(s):  
Augmented Reality ◽  
Marketing Strategy ◽  
Physical Space ◽  
Marketing Strategies ◽  
Added Value ◽  
Semiotic Analysis ◽  
Experiential Marketing ◽  
Augmented Reality Application ◽  
Dressing Room

The aim of this study is to look at the experiential marketing strategy of virtual tryvertising, by analysing a specific case study: the augmented reality application Ikea Place. It provides customers with a set of tools to prefigure a virtual representation of a piece of a furniture within a physical space, in order to appraise its fitness in a prior time to its actual purchase, and hence to provide a benefit for him/her. The semiotic analysis will be carried out by taking into account the use practices prescribed by the application and the promotional discourses of the company. In particular it will look at two advertising videos which accompanied the launch of the application in 2013 and 2017. It will also consider the added value and the experiential gain for users that the adoption of this type of technology entails, in order to understand AR media not only as a mere strategy for commercial purposes, but as a tool for empowering the users’ appraising skills traditionally used in the context of a dressing room of a physical store.

A Case Study on Customer Experiential Management at High Five Hotels Pvt. Ltd, Nashik

2014 ◽  
pp. 1224-1227
Author(s):  
Sonali Gadekar ◽  
Sushil Gadekar
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Brand Loyalty ◽  
Hospitality Industry ◽  
Experiential Marketing ◽  
Consumer Orientation ◽  
Ultimate Outcome ◽  
Experiential Techniques ◽  
Promotional Strategies

Experiential Marketing is an extension of consumer orientation marketing. The organizations can use Experiential Marketing as one of models which has vast potential to serve as a link between improved customer satisfaction and brand loyalty. It can be described as one of the innovative ways of delivering the consumption experiences to the consumers before they buy a product or actually use the service. It works on the simple principle that the memories of experiences get preserved in the minds of prospective customers as well as repeat consumers which induces them to visit again and again for the same product or service. In this case study of High Five Hotel Pvt. Ltd., this innovative marketing strategy, known as experiential marketing, was applied by the management to establish itself in the market as a reputed brand. This case study presents various innovative promotional strategies followed in the hospitality industry. The ultimate outcome and the results after applying this ‘experiential techniques' were excellent in terms of financial returns as well as customer satisfaction.

scholarly journals ANALISIS KEPUASAN PELANGGAN MENGGUNAKAN METODE CUSTOMER SATISFACTION INDEX UNTUK MENENTUKAN STRATEGI PEMASARAN MENGGUNAKAN ANALISIS SWOT DI KAFE XYZ

JUMINTEN ◽  
2021 ◽  
Vol 2 (3) ◽  
pp. 143-154
Author(s):  
Agus Wahyu Abdirrahman ◽  
Sumiati Sumiati
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Marketing Strategy ◽  
Swot Analysis ◽  
Marketing Strategies ◽  
Coffee Shop ◽  
Index Method ◽  
Five Dimensions ◽  
Satisfaction Index ◽  
Customer Satisfaction Index

Kafe XYZ  adalah salah satu pelaku usaha di Bidang Warung kopi di kawasan Kota Gresik yang mengarah ke semua kalangan dengan harga yang sangat mudah dijangkau oleh setiap lapisan masyarakat. Di Kafe XYZ belum pernah dilakukan pengukuran tingkat kepuasan pelanggan sebelumnya. Dan permasalahan eksternal yang dihadapi saat ini adalah maraknya bermunculan pesaing dengan konsep sejenis. Berdasarkan permasalahan, metode yang digunakan adalah Customer Satisfaction Index (CSI) dan SWOT. Metode CSI digunakan untuk mengukur tingkat kepuasan pelanggan sedangkan SWOT digunakan untuk merumuskan strategi pemasaran yang akan di terapkan perusahaan. Hasil penelitian yang dilakukan menggunakan metode CSI terhadap lima dimensi kualitas pelayanan menunjukkan angka 74,20% atau 0,7420. Angka tersebut menujukkan bahwa pelanggan sudah merasa puas dengan pelayanan yang telah dibelikan oleh Kafe XYZ. Dari hasil analisa SWOT didapatkan strategi ST (Strength dan Threats) yang berisikan strategi meningkatkan promosi, pembacaan tren atau fenomena, mengamati langkah pemasaran pesaing, dan  meningkatkan cita rasa khas.   Kata kunci: Kepuasan Pelanggan, Metode Customer Satisfaction Index, Metode SWOT, Strategi Pemasaran.     ABSTRACT Kafe XYZ is one of the entrepreneurs in the field of the Coffee Shop Sector on Gresik City area that leads to all quarters with a price that is easily reached by each layer of the community. At Kafe XYZ has never done the measurement  of the customer satisfcation before. The external problem that arises at this time is the emergence of similar concepts. Based on the problem, the methods used are the Customer Satisfaction Index (CSI) and SWOT. The CSI method is used to measure the customer satisfaction and SWOT used to formulate a marketing strategies that will practiced in the company. The results of research conducted uses the CSI method on five dimensions of service quality showed a figure 74.20% or 0.7420. This figure suggests that the customers had been satisfied with the services have been paid for by Kafe XYZ. From the SWOT analysis, it is found that the ST (Strength and Threats) strategy contains strategies to increase promotion, reading of a  trend or phenomena, observe results of competitors' marketing steps, and incrase distinctive tastes..   Keywords : Customer Satisfaction, Customer Satisfaction Index Method, SWOT Method, Marketing Strategy.

scholarly journals Library Experiential Marketing Strategy as a Means of Increasing Library Satisfaction in the Use of E-Resources During the Covid-19 Pandemic

2021 ◽  
Vol 3 (4) ◽  
pp. 72-84
Author(s):  
Endang Fatmawati
Keyword(s):  
Marketing Strategy ◽  
User Satisfaction ◽  
Real Life ◽  
Marketing Strategies ◽  
Marketing Concept ◽  
Electronic Information ◽  
Experiential Marketing ◽  
Independent Variables ◽  
Electronic Information Resources ◽  
Positive Experiences

This study aims to analyze the effects of library experiential marketing strategies on user satisfaction levels during the Covid-19 pandemic, using a quantitative approach. Data were collected through observation, questionnaires, and reviews of related literature. Based on the results obtained, experiential marketing is a suitable marketing concept for libraries. This strategy is bound to aid libraries in providing pleasant and unforgettable services. The priority of experiential marketing strategy during the Covid-19 pandemic is to observe the responses of users by testing the variables of sense, feel, think, act, and relate/linkage. These five independent variables have a positive and significant effect on user satisfaction, indicating the potential for libraries to improve user experience by connecting through real-life users. In conclusion, experiential marketing strategies can provide positive experiences for users and, consequently, improve the interest in optimizing the use of electronic information resources, even during the Covid-19 pandemic.

scholarly journals Loyalty As Affecting Mediator Of Service Quality And Customer Satisfaction Towards Competitive Advantage

2021 ◽  
Vol 4 (2) ◽  
pp. 39-42
Author(s):  
Mohammad Hamim Sultoni ◽  
Sudarmiatin
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Competitive Advantage ◽  
Marketing Strategy ◽  
Financial Institutions ◽  
Customer Loyalty ◽  
Quantitative Method ◽  
Marketing Strategies ◽  
Mutual Relationship ◽  
Good Position

When preparing an effective marketing strategy, a bank must consider its competitors as well as its customers. Establishing a mutual relationship with customers requires a better means of satisfying customer needs than the competitors. Micro, Small, and Medium-sized Enterprises (MSMEs) should always analyze their competitors and develop marketing strategies that effectively give the company a good position compared to the competitors and provide a competitive advantage as strong as possible. This research was conducted using a quantitative method. The design was categorized as causal relationship research. The data were then analyzed using the path analysis. Findings of the research showed that customer satisfaction, service quality, and customer loyalty affected the competitive advantage of Sentra Batik Pamekasan. The effect of customer loyalty on the competitive advantage could be observed from the number of Sentra Batik Pamekasan’s customers who decided not to move to other financial institutions (banks). When the company could give better service quality, the customer loyalty and the competitive advantage among financial institutions would get higher.

scholarly journals THE EFFECT OF MARKETING STRATEGY, COMMUNITY PERCEPTION, AND COMMUNITY SATISFACTION ON THE MAKING DECISION TO CHOOSE PRIVATE MADRASAH TSANAWIYAH IN JAMBI PROVINCE

2018 ◽  
Vol 6 (11) ◽  
pp. 59-76
Author(s):  
Mukhtar ◽  
Risnita ◽  
Mahmud MY
Keyword(s):  
Decision Making ◽  
Marketing Strategy ◽  
Hypothesis Test ◽  
Marketing Strategies ◽  
Strategic Decision ◽  
Survey Method ◽  
Community Perceptions ◽  
Community Satisfaction ◽  
Community Perception ◽  
A Value

Decision making is the choice of certain behavioral (behavioral) alternatives from two or more alternatives that exist to determine the direction of the objectives to be achieved. Decision making to choose a madrasa is a very strategic decision to determine the future of the school. So it is necessary to examine the factors that influence the decision to choose a madrasa. This study aims to examine the effect of marketing strategies, community perceptions and community satisfaction on the decision to choose Private Madrasah Tsanawiyah in Jambi Province both partially and simultaneously, also directly and indirectly. This research is a quantitative study with a survey method carried out on Private Madrasah Tsanawiyah in Jambi Province. The population in this study amounted to 178 people who send their children to Private Madrasah Tsanawiyah. Analytical tools with interpreted Path Analysis with Determination Analysis (R Square), Hypothesis Test with t test and f test, and alpha 5 percent. The results showed that: 1) the marketing strategy had an effect on community satisfaction with a value of 2,130; 2) community perceptions affect community satisfaction with a value of 6.196. 3) marketing strategies and community perceptions of community satisfaction. With a calculated F value of 89.549; 4) marketing strategy towards the decision to choose madrasah with a value of t count of 5.136; 5) community perceptions of the decision to choose madrasah with a score of 6.467; 6) marketing strategies and community perceptions of the decision to choose a madrasah with an Fcount of 169,691; 7) community satisfaction with the decision to choose a madrasah with a tcount of 13,529; 8) marketing strategies, community perceptions, and community satisfaction with the decision to choose madrasah with a tcount of 134.807; 9) marketing strategies towards the decision to choose madrasas through community satisfaction. With tcount of 5.681; and 10) community perceptions of the decision to choose a madrasah through community satisfaction with an Fcount of 5.168. Based on these findings, the better the madrasah marketing strategy, community perceptions, community satisfaction, the more the community will make the decision to choose madrasas.

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