Experiential Marketing as a Mechanism to Deliver Value for Mobile Network Operators

Abstract

Experiential marketing is being considered by researchers and marketers as an alternative solution to traditional marketing for achieving the best results for organisational lifetime value. However, network operators are preoccupied with traditional marketing programmes and strategies, which have produced limited results (value). This study sought to utilise experiential marketing as a tool to create value for mobile network operators, as well as provide recommendations to avoid future gaps. This study utilised a positivistic paradigm and a quantitative approach through a self-administered, structured hard copy questionnaire for data collection. Stratification and convenience sampling techniques were used to select participants from each of the regional offices of the network operators in Ghana. The database of the national communication authority (NCA) of Ghana was accessed to identify the number of registered operators and the associated subscribed customers in the country. A total of 415 customers responded to the survey. The study concluded that experiential marketing had a positive and sustainable influence on value (business value). It is envisaged that this study could assist network operators and other businesses to create value by understanding the factors influencing experiential marketing, thereby assisting in the formulation of effective and efficient strategies and decisions. Furthermore, this study offers practical recommendations that could strengthen businesses when establishing experiential marketing programmes. Additionally, this study enhances the body of knowledge regarding experiential marketing and value creation in the context of mobile network operators.