The Effect of Color Marketing on Brand Image, Customer Satisfaction and Revisit Intention

2020 ◽  
Vol 17 (1) ◽  
pp. 85-102
Author(s):  
Young-Ju Lee ◽  
Dong-Hyuk Jo
Keyword(s):  
Customer Satisfaction ◽  
Brand Image ◽  
Revisit Intention

Mainland Chinese Casino Visitors to Macau: Linking Service, Brand Image, Satisfaction and Loyalty

2020 ◽  
Vol 13 (1) ◽  
pp. 87-115
Author(s):  
Sow Hup Joanne Chan ◽  
Yim King Penny Wan ◽  
Miyoung Joen
Keyword(s):  
Customer Satisfaction ◽  
Future Study ◽  
Brand Image ◽  
Marketing Strategies ◽  
Mainland Chinese ◽  
Casino Industry ◽  
Revisit Intention ◽  
Service Brand ◽  
Promotional Marketing ◽  
Customer Satisfaction And Loyalty

Few studies have investigated the moderating influence of brand image on customer satisfaction and loyalty. The purpose of this study was to examine the link from casino service to satisfaction (affective and cognitive satisfaction) and loyalty (revisit intention and intention to recommend). The influence of brand image as a moderator was also proposed. A quantitative survey was conducted with 240 casino visitors in Macau. The findings demonstrate that cognitively and affectively satisfied customers were more inclined to revisit and recommend a casino. These relations were stronger for customers who scored higher in brand image than for those who scored lower. The moderating influence of brand image was supported for revisit intention but was not supported for recommendation. The study provides promotional marketing strategies for the casino industry and theoretical suggestions for future study.

DAMPAK UTILITARIAN VALUE DAN EXPERIENTIAL MARKETING TERHADAP CUSTOMER SATISFACTION DAN REVISIT INTENTION

2017 ◽  
Vol 2 (2) ◽  
pp. 121-130
Author(s):  
Harimurti Wulanjani ◽  
Derriawan Derriawan
Keyword(s):  
Customer Satisfaction ◽  
Food Quality ◽  
Quantitative Method ◽  
Experiential Marketing ◽  
Purposive Sampling ◽  
Revisit Intention ◽  
Utilitarian Value

This research was conducted in the Restaurant area of Taman Kencana Bogor Restaurant with a view to determining whether the attribute Experiential Marketing and Food Quality on Customer Satisfaction, which in the end as a determinant Revisit Intention Customers in Region Restaurants Taman Kencana Bogor. The method used is a descriptive quantitative method, samples of this study were 200 respondents as the basic criteria for SEM, all the respondent collected by purposive sampling. These results indicate that the variable Experential Marketing and Food Quality has a positive and significant impact on Customer Satisfaction, as well as variable Experiential Marketing, Food Quality and Customer Satisfaction after testing has a positive and significant effect on the variable Revisit Intention. Keywords: revisit intention, experiential marketing, food quality, customer satisfaction

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