Experiential Marketing at the Bottom of the Pyramid

Abstract

Marketing has drastically changed in the last two decades. It has been transformed from traditional to experiential science where organizations are constrained to adopt the strategical and experiential models to survive, grow, and lead in today’s cutting edge completion. In such a case, service experience has become a central point of exploration of how it could positively influence customer behavioral outcomes. In this study, the relationship between service experience and university passion surrounded by basic psychological need theory is explored in the context of education. A non-probability e-convenience sampling technique was adopted and a total of 432 respondents contributed to this research by submitting their responses. The data were analyzed using the latest version of SmartPLS. The structural equation modeling was used to explore the hypothetical relationship between all latent variables i.e. service experience, esthetics, escapist, entertainment, education, basic psychological need, and university passion. The results of this study have revealed that consumers with extraordinary service experience are likely to be passionate keeping in view their basic psychological needs. Thus, university passion is directly linked with the service experience offered by the university.