Abstract
The smartphone industry has grown tremendously in the past years across the world, especially in Asia. The competition between smartphone brand players has been intense and involving sophisticated marketing techniques. Despite of the widespread practice of experiential marketing to market smartphones, little research has been undertaken to investigate whether this practice generate experiential value in the perception of smartphone customers. If the value is evident, the question remains whether it leads to satisfaction and loyalty of smartphone brand. This study tries to investigate whether the practice of experiential marketing drives experiential value, and whether experiential value has a direct effect to loyalty or indirectly through satisfaction. The methodology involved a survey investigating 255 responses from smartphone device user in Indonesian market. The result provides useful findings for marketers as well as supporting the direct and indirect relationship between experiential value and loyalty. The suggestion highlight feel experience as one of the driver factors of experience. Limitation and future research suggestions are explained.
Highlights
The needs for information and communication have grown exponentially along with the vast development of information communication and technology (ICT)
This situation has pushed marketers to employ creative marketing effort, which based on the latest thinking of value offering
Preliminary research via In-depth interview conducted by the researcher with smartphone industry marketers revealed that the experiential marketing is a widespread practice by smartphone dealer and producers
Summary
The needs for information and communication have grown exponentially along with the vast development of information communication and technology (ICT). Company as the marketer should realize that their duty is related to the issue of developing their high-quality products, maintaining their reasonable selling price and potential distribution channels, and to the issue of marketing and creating experiences for the recent and future customers This situation has pushed marketers to employ creative marketing effort, which based on the latest thinking of value offering. There has been interest in experiential marketing research, a study in the context of of smartphone mobile device is rarely found. From the limited studies in the context of technology, research by Maghnati et al (2012) revealed that experiential marketing affected experiential value of smart-phone. Another finding by Lin et al (2009) stated that experiential marketing directly affected perceived value but not directly affected loyalty. The main objective of this study is to investigate whether, within smartphone market, experiential marketing can stand as competitive value that leads to customer’s satisfaction and loyalty
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