Abstract
The rapid development of the Internet has facilitated the proliferation of online stores. How businesses can seize this enormous business opportunity and survive intense competition is an important issue. Based on strategic experiential modules (SEMs), including sense, feel, think, act, and relate, this study attempted to explore the type of experience preferred by consumers of lativ, a well-known low-cost apparel brand in Taiwan, and further examine the relationship between customer satisfaction and loyalty. Results showed that perceptions of experiential marketing differed significantly on some demographic variable; experiential marketing was positively related to customer satisfaction and customer loyalty; customer satisfaction and customer loyalty were positively related; and experiential marketing was a significant predictor of customer satisfaction and customer loyalty. The empirical results about experiential marketing were obtained from the online apparel retail industry.
Highlights
With the rapid development of online stores, the competition from brick-and-mortar stores has escalated, putting much pressure on the online retail industry
Based on the five strategic experiential modules (SEMs) proposed by Schmitt (1999), this study attempted to explore the type of experience that is most favored by consumers of lativ and examine the relationship between customer satisfaction and customer loyalty
Based on the above literature, we propose the following hypotheses: H2: Experiential marketing has a positive relation with customer satisfaction
Summary
With the rapid development of online stores, the competition from brick-and-mortar stores has escalated, putting much pressure on the online retail industry. The rise of the Internet offers consumers an alternative shopping channel, through which they can obtain sufficient information, have a plenty of similar items to choose from, visit many virtual stores in a snapshot, place orders and make payments and buy whatever they ever need at home. Many businesses open an online apparel store as their first step of entering the e-commerce market. This study focused on lativ and obtained data from consumers who had purchased any item from the online store of lativ. Based on the five strategic experiential modules (SEMs) proposed by Schmitt (1999), this study attempted to explore the type of experience that is most favored by consumers of lativ and examine the relationship between customer satisfaction and customer loyalty. The results could be a reference for online apparel retailers not limited to lativ
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