Experiential Marketing Strategies in Luxury Restaurants : A Pythagorean Fuzzy AHP Approach

The aim of this study focuses on the effective indicators of improving customer’s brand loyalty towards cultural and creative industries park through curating events and the curation strategies of the park. This study is based on the well-known experiential marketing theory from professor Schmitt (1999) focusing on the discussion of how cultural creative parks create visitors’ experience and build up brand loyalty through transnational authorization of international exhibitions.The methodology of this study includes: 1. In-depth interviews with the 24 Taiwanese co-exhibit illustrators of their intercultural illustration exhibition participation experience and impression to further evaluate the results of the exhibition; 2. Questionnaire surveying which was based on the population variable statistics, experiential marketing experiences, brand loyalty, and questions related to the aforementioned facets.The result indicates that a fruitful exhibition experience can significantly enhance visitors’ brand loyalty towards the park. For Taiwanese co-exhibit illustrators, the experience of co-exhibiting with famous international illustrators can deepen the understanding of different cultures contexts of the exhibited works. This exhibition also demonstrated a mode of experiencing learning and exchanging. In addition, the framework of this study has been verified through the Pearson Correlation Coefficient analysis and the outcomes have shown positive correlations between Strategic Experiential Modules (SEMs) versus the experiential value, the experiential value versus brand loyalty, and experiential marketing versus brand loyalty. The outcome of regression analysis indicates that different experiential marketing strategies and experiential value have a noticeable impact on the brand loyalty towards the park.KeywordsCultural creative industries parksExperiential marketingBrand loyaltyExhibition curation (curation)

Healthcare services play an important role in ensuring the welfare of the community, with hospitals and clinics striving to provide high-quality and professional medical services. Amidst increasing competition in the healthcare sector, especially in specialized hospitals, brand loyalty is crucial to maintaining a strong patient base. This research examines the role of experiential marketing and digital marketing in shaping brand loyalty, with electronic word of mouth (eWOM) as a mediating variable. This research uses a quantitative methodology using a structured questionnaire distributed to 180 patients from a specialized heart hospital in West Java, Indonesia. The collected data was analyzed using SmartPLS 4 software to evaluate the relationship between the variables under research. The findings confirm that experiential marketing and digital marketing significantly influence eWOM and brand loyalty. In addition, eWOM plays an important mediating role, increasing the impact of marketing strategies on patient loyalty. The results show that a positive patient experience greatly enhances eWOM, which, when combined with effective digital marketing, fosters stronger brand loyalty. These findings have significant theoretical and practical implications. Theoretically, this research contributes to the literature on healthcare marketing by highlighting the interaction between experience-based marketing, digital marketing, eWOM, and brand loyalty. Practically, these insights can help hospital management refine their marketing strategies to increase patient loyalty through improved service quality and digital engagement. Policymakers can also leverage these insights to develop regulations that support a modern and adaptive healthcare marketing approach.

Purpose – Consumers dine at luxury restaurants for reasons beyond fulfilling basic needs; however, little is known about the factors that contribute to diners’ loyalty. The purpose of this paper is to examine diners’ luxury restaurant consumption behavior by incorporating product knowledge into a modified Mehrabian-Russell model. Design/methodology/approach – Following exploratory qualitative research, 238 consumers who have dined at Hong Kong’s Michelin-starred luxury restaurants were recruited for the main study. The data were analyzed through structural equation modeling. Findings – The results show that luxury restaurants’ stimuli (i.e. food quality, service quality, and atmospherics) influence diners’ emotions, which in turn affect their brand loyalty. Furthermore, food quality can directly influence diners’ loyalty toward the restaurant. Third, diners’ product knowledge can moderate the relationships between restaurant stimuli and diners’ emotion. Research limitations/implications – This study offers new empirical support for the proposition that product knowledge has a role in building brand loyalty and thereby shades both theoretical and managerial understanding of the luxury restaurant consumption process. Originality/value – This study is one of the first to conceptualize diners’ loyalty toward luxury restaurants by examining the influences of restaurants’ stimuli and diners’ knowledge toward luxury restaurants. In addition, this study puts forth some managerial implications for practitioners.

Experiential Marketing is a trend in marketing that involves customers engaging with a brand in a two-way relationship. This research focuses on the implementation of Experiential Marketing practices in the hospitality industry, specifically in Central Province Sri Lanka's high-end hotels. The scarcity of studies on experiential marketing strategies and adoptions highlight the need for this study. The study evaluates the current Experiential Marketing strategies and explores the potential of implementing Experiential Marketing with appropriate internal changes. The research aims to evaluate the Experiential Marketing strategies implemented by high-end hotels in Sri Lanka using qualitative methods such as interviews and content analysis. The researchers follow a step-by-step guide for data collection, analysis, and interpretation, using purposive sampling for transferability and visiting selected high-end hotels to enhance credibility. The study suggests that personalization of services is crucial for making customers feel unique, and hotel touchpoints should be augmented with experiences. The research also suggests that internal changes within an organization can lead to excellence in resource optimization, strategic modernization, and agile adoption. Implementing an integrated management framework can enhance Experiential Marketing strategies and drive better results. The findings will contribute to the academic discourse on Experiential Marketing and provide practical insights for the high-end hotel industry in Sri Lanka.

The evolving needs of the consumers in the luxury cosmetic segment require the firms to pique consumer interest. This forces the firms to keep their focus on providing superior quality products and, at the same time, creating a memorable experience. The study is undertaken to provide a better understanding of experience through emotions. This study aims to investigate the strategies of experiential marketing used by luxury cosmetics companies for influencing consumer perception. Thus, the current study examines empirical studies selected using PRISMA guidelines to formulate a critical review of prevailing literature to arrive at the findings of the study. The results show that strategies such as free samples and exclusive distribution influence the probability of usage of products and cater to consumer expectations of exclusive approaches. In addition, the strategies of the online community, gift promotion, flagship stores, service from experts, and showbiz marketing can be used to create a meaningful brand experience. The brand image creation, stories associated with design, innovativeness, and product exclusivity enable the impactful contribution of experiential marketing. Thus, companies using immersive experience through technology should implement strategies like virtual shopping or event marketing for targeting consumers. In conclusion, the strategy of e-word of mouth using various social media platforms, event marketing, and storytelling have been identified to shape the feeling and experience of a consumer to influence attitude towards online shopping and maintain their engagement after a purchase.

Social Media Marketing is all strategic formations in sales communication carried out through social media. Social Media Marketing is considered more effective than traditional marketing communications such as print or electronic media, so Social media marketing is considered to be able to increase brand loyalty which has an impact on customers who will consistently use the product repeatedly, will inform, and even recommend the product to others. This study analyzes the influence of Social Media Marketing on Brand Loyalty directly and its effect through the mediation of consumer satisfaction & Brand equity on Brand Loyalty. The sample was taken from 195 followers of the Instagram account of the largest e-commerce platform in Indonesia, including Tokopedia, Shopee, Lazada, Bukalapak, OLX, and others. The research uses quantitative methods with an explanatory research approach, while hypothesis testing is carried out with SEM (Structural Equation Model) analysts. The research shows that social media marketing has a direct and significant effect on brand equity and consumer satisfaction, but social media marketing has no effect on brand loyalty. Brand equity has a direct and significant effect on brand loyalty, but consumer satisfaction has no effect on brand loyalty. From this research, it was found that it is so important to optimize the use of social media marketing to reach a wider scope. Attractive social media marketing can influence consumer perceptions to form a good impression of a brand. Previous research stated that an increase in social media activity and brand equity affects consumers’ desire to buy products, an increase in brand equity will also impact high brand loyalty. However, it needs to be re-examined to find out the addition of the right variable as mediation to see the influence between customer satisfaction on brand loyalty and social media marketing on brand loyalty.

Research aims: This study investigates how consumer experience with local beauty products influences Electronic Word of Mouth (EWOM), satisfaction, and loyalty.Design/Methodology/Approach: The researchers employed a quantitative approach with an explanatory survey design. The setting was a local medium, low-end beauty product in Indonesia that competes with many global brands. The respondents were 160 women who recently purchased, used the brand, and performed EWOM. The researchers used online questionnaires to collect data distributed via Google forms. The proposed hypotheses were then tested using Structural Equation Modeling (SEM) with the AMOS version 22.0 application. Research findings: This study found that (1) experiential marketing had a positive impact on customer satisfaction, EWOM, and customer loyalty; (2) customer satisfaction and EWOM also positively impacted customer loyalty; (3) while customer satisfaction mediated the effect of experiential marketing on customer loyalty, (4) EWOM mediated the experiential marketing effect on customer loyalty.Theoretical contribution/Originality: This study improved people’s understanding of the importance of creating costumers experience, which contributed to their satisfaction and willingness to perform EWOM, despite its direct influence on customer loyalty. This study also gives insight into customer satisfaction and willingness to perform EWOM, which will shape their loyalty to the product. The researchers further highlight the existence of customer satisfaction and EWOM in forming customer loyalty since those two constructs significantly mediate the relationship between experiential marketing and customer loyalty.Practitioner/Policy implication: The marketer needs to create a good customer experience, shaping customers’ satisfaction and influencing them to perform Electronic Word of Mouth. Furthermore, satisfied customers and those who already make an EWOM will create customer loyalty.Research limitation/Implication: The researchers identified three limitations and proposed suggestions for future study. First, the researchers used limited respondents, which may influence the generalization of this research’s findings. Increasing the sample size may improve the research findings' generalizability. Second, most respondents' backgrounds were also limited to university students, while getting more varied respondents may give different results. Finally, since the researchers only considered four variables in this research model, the researchers proposed that future research should consider additional variables to explain this phenomenon better.

Social media marketing is a powerful tool used across popular social media networks and businesses to achieve their branding and marketing goals. This study explored the role of social media on customer loyalty and brand loyalty. Data was collected from 107 students studying at various universities and high schools in the Iraqi Kurdistan Region. SPSS software was used to analyze the data and find out the effects of social media and electronic word of mouth on customer loyalty and brand loyalty. The study findings indicate that the social media market and electronic word of mouth have a positive significant effect on customer loyalty. For brand loyalty, the findings indicate that customer loyalty and social media marketing have positive significant effects, while electronic word of mouth has no effects on it.

Competition between smartphone brands requires manufacturers to be able to introduce products and brands to consumers using various strategies, one of which is using social media marketing. One smartphone product that uses social media marketing as a marketing strategy is the iPhone brand smartphone through its Instagram account by prioritizing User Generated Content (UGC). This research aims to analyze the relationship between social media marketing, brand love, brand loyalty, and brand equity, and analyze brand love as a mediating variable in these relationships. To determine the sample size, the inverse square root technique was used by focusing on 100 consumers who use iPhone brand smartphones in Ambon City with a purposive sampling technique. The data analysis method uses the PLS‑SEM method with the SmartPLS application ver. 4. The results of data processing prove that social media marketing has a significant impact on brand love, social media marketing does not have a significant impact on brand loyalty, social media marketing has a significant impact on brand equity, brand love has a significant impact on brand loyalty, brand love has a significant impact on brand equity, and brand love can significantly mediate (full mediation) the relationship between social media marketing and brand loyalty

The purpose of this study was to determine the role of satisfaction in mediating the influence of experiential marketing and electronic word of mouth on consumer loyalty through consumer satisfaction at the Jember Mini Zoo tourist attraction. This study uses explanatory research. The population in this study were visitors to the Jember Mini Zoo tourist attraction. The method used in this study was purposive sampling. The age of respondents in this study was at least 18 years old with the consideration that this age can make wise decisions. Respondents were visitors to the Jember Mini Zoo tourist attraction at least 2 times. The sample size in this study was 14 x 10 = 140 respondents. The data analysis method used Structural Equation Modeling (SEM) with the Amos application. The results showed that Experiential marketing on satisfaction showed a significant positive effect. Electronic word of mouth on Satisfaction showed a significant positive effect. Experiential marketing on consumer loyalty showed a significant positive effect. Electronic word of mouth on consumer loyalty showed a significant positive effect. Consumer satisfaction on consumer loyalty showed a significant positive effect. Experiential marketing on consumer loyalty through consumer satisfaction showed a significant positive effect. Electronic word of mouth on consumer loyalty through consumer satisfaction shows a significant positive influence.

Previous studies on emotional attachment with brands have overlooked the importance of brand romance in such relationships. Research has provided ample evidence that suggests brand romance can also strengthen brand loyalty. With the emergence of social media marketing (SMM) in managing consumer-brand relationships, it becomes critical to study the role of SMM in building brand romance. This study is an attempt to study the influence of SMM on Brand Romance and Brand loyalty. Further, this study also examines the mediating role played by brand romance between SMM and brand loyalty. This research has measured SMM as a second order construct which also makes this study unique. This study used quantitative research design targeting luxury consumers in four metropolitan cities in India which has a growing luxury consumer population. This survey targeted 400 customers using convenience sampling method which resulted in 223 functional responses. Both reliability and validity tests were conducted on measurement scales before conducting factor analysis. The relationships were tested using path analysis in SEM which revealed the positive direct influence of SMM on brand romance, direct influence of brand romance on brand loyalty and positive direct influence of SMM on brand loyalty. The results also revealed the full mediation of brand pleasure and partial mediation by both brand arousal and brand dominance in the relationship between SMM and brand loyalty. This study has important marketing implication for marketers which are exploiting social media for promoting their brands and further cementing consumer-brand relationship. Future studies can extend this study to other product and service segments which are more experiential in nature.

The aim of this research is to identify the effect of perceived credibility of product and brand resonance on brand loyalty with consumer's trust social media marketing as a moderator. The population used in this research is all Else Corset consumers with an unknown population size. The sampling technique used is non-probability sampling which can be used is accidental sampling with a sample size of 96 respondents. This research uses several questionnaire methods as data collection. The questionnaire is a written list of questions, designed with reference to data measurement instruments to measure perceived credibility of product, brand resonance, and consumer's trust in social media marketing. One method for analyzing moderating variables is moderating regression analysis. Moderated regression analysis is a regression analysis that involves moderating variables in building a relationship model. The research results show that Perceived Credibility of Product has a positive and significant effect on Brand Loyalty. Brand Resonance has a positive and significant effect on Brand Loyalty. Customer's Social Media Marketing can strengthen the Perceived Credibility of Products in Brand Loyalty. Customer's Social Media Marketing is unable to strengthen the influence of Brand Resonance on Brand Loyalty. To increase brand loyalty, companies must focus on building product credibility through high-quality products, transparent communication, and expert support. In addition, Els Korset should utilize social media marketing to strengthen the positive impact of perceived product credibility on brand loyalty. However, companies should not rely solely on social media marketing to influence brand resonance, as this has a direct and significant impact on brand loyalty.

Purpose: This study aims to analyze and explain (1) determine the influence of Social Media Marketing on Brand Loyalty; (2) determine the effect of Social Media Marketing on Repurchase Intention; (3) determine the effect of E-Service Quality on Brand Loyalty; (4) determine the effect of E-Service Quality on Repurchase Intention; (5) determine the effect of Brand Loyalty on Repurchase Intention; (6) determine the influence, Social Media Marketing and e-Service Quality on Repurchase Intention through Brand Loyalty. Design/methodology/approach: This study used a data collection method with questionnaires with a quantitative approach. The population that is the object of research is OVO application users, with as many as 165 respondents—analysis testing using SEM with Smart PLS software. Findings: Based on the analysis of the research results, the following conclusions were obtained, Social media marketing has a significant effect on brand loyalty, Social media marketing has a significant impact on repurchase intention, E-Service quality has a considerable effect on brand loyalty, E-service Quality does not have a significant impact on repurchase intention, Brand loyalty has a significant effect on repurchase intention, Social media marketing and electronic service quality has a significant impact on purchase intent through brand loyalty. Research limitations/implications: Because of the distribution of questionnaires through google forms, the results obtained are less in-depth; it is recommended that further research can add other variables and use more in-depth measuring devices so that results are close to the real thing. Practical implications: The results of this research can be used by digital wallet service providers to improve e-service quality further if they want to get loyal consumers and continue to use it repeatedly. Originality/value: This Paper is Original. Paper type: Research paper Keywords: Social Media Marketing, E-Service Quality, Brand Loyalty, Repurchase Intention.

This inquire about points to evaluate the impact of Experiential Marketing, Electronic Word of Mouth, and Brand Image on Client Dependability for Everwhite excellence items. The sampling technique used a questionnaire technique with the number of research samples was 100 respondents. Speculation test comes about demonstrate that Experiential Marketing, Electronic Word of Mouth, and Brand Image have a positive and critical impact on customer loyalty for Everwhite beauty products. These show that the stronger the Experiential Marketing, Electronic Word of Mouth, and Brand Image, the more client dependability for Everwhite beauty products will increase. The comes about of coefficient of assurance (r²) test gotten an r square coefficient (r²) esteem of 0.523, which suggests that Experiential Marketing, Electronic Word of Mouth, and Brand Image contribute to client dependability by 52.3%. Therefore, these there variables together will have a positive and noteworthy impact on client dependability for Everwhite magnificence items.

Purpose – The aim of this research is to examine the impact of Social Media marketing on consumers’ brand loyalty in fast-moving consumer goods (FMCG) markets. Design/methodology/approach – In this study, quantitative research techniques were used. Primary data of the study was collected through a self-administered Likert type online survey. 201 usable responses were collected from volunteer participants familiar with fast-moving consumer goods. The research model of study was analyzed with the help of confirmatory factor analysis (CFA) and structural equation model (SEM) techniques. Findings – The research has shown that two independent variables (Electronic Word of Mouth and Community Commitment) influence brand loyalty in fast-moving consumer goods markets. But no relationship has been found between the other two independent variables (Social Media Advertisement and Online Brand Community) and brand loyalty. Discussion – In order to sustain brand loyalty, brand owners are using various kinds of marketing techniques. In addition to these existing efforts, brand owners have started to give more importance to social media marketing. Social media marketing is a more effective and less expensive way of reaching customers. The relationship between social media marketing and brand loyalty has drawn attention of both academia and practitioners. To contribute to the existing literature, this study assessed the role of social media in building brand loyalty in Fast-Moving Consumer Good (FMCG) markets. This study assessed the influence of four different social media marketing factors (Online Brand Community, Community Commitment, Social Media Advertisement, and Electronic Word of Mouth) on brand loyalty.