To Explore the Effectiveness of Digital and Experiential Marketing in Attracting Customer Participation in the Hong Kong Wine and Dine Festival

<p>目的：本研究旨在探討臺南市永華國民運動中心消費者體驗行銷、顧客滿意度對顧客忠誠度之影響，以及不同消費者背景變項在體驗行銷、顧客滿意度和忠誠度之差異比較。方法：研究問卷改編自過去相關研究，預試結果顯示具備良好之信效度。研究對象為永華國民運動中心20歲以上消費者，採便利抽樣，共發出400份問卷，有效問卷為365份，回收率為91.3%。資料透過描述性統計、單因子多變量變異數分析、多元線性迴歸等方法進行分析。結果：年齡、婚姻、職業、每月可支配所得、每週平均運動次數等背景變項在體驗行銷上有顯著差異，每週運動頻率在顧客滿意度上有顯著差異，婚姻狀況及每週運動頻率在顧客忠誠度上有顯著差異；體驗行銷、顧客滿意度與顧客忠誠度間有顯著正相關；滿意度對忠誠度的影響力最高，其次為情感體驗、思考體驗和行動體驗，感官體驗和關聯體驗無顯著影響。結論：以永華國民運動中心顧客忠誠度來說，顧客滿意度、情感體驗、思考體驗和行動體驗最具影響力。</p> <p> </p><p>Purpose: The purposes of this study were to explore the influence of Experiential Marketing (EM) and Customer Satisfaction on Customer Loyalty of Yonghua Civic Sports Center in Tainan City, and to compare the differences of EM, Customer Satisfaction, and Loyalty by demographic variables. Method: The research questionnaire was adapted from related studies, and a pilot study indicated the questionnaire was valid and reliable. Research participants were consumer over 20 years old in Yonghua Civic Sports Center and selected by convenient sampling method. A total of 400 questionnaires were distributed, among those, 365 were returned, making the response rate of 91.3%. Data were analyzed by descriptive statistics, MANOVA, and multiple linear regression. Results: Demographic variables such as age, marriage, occupation, monthly disposable income, and weekly exercises frequency had significant differences in EM, weekly exercise frequency did in Customer Satisfaction, and marriage and weekly exercise frequency did in Customer Loyalty. EM, Customer Satisfaction, and Customer Loyalty were positively correlated. Customer Satisfaction had the highest influence on Loyalty, followed by Feel EM, Think EM, and Act EM. Sense EM and Relate EM had no significant influences on Loyalty. Conclusion: For Yonghua Civic Sports Center, Customer Loyalty was predicted effectively by Customer Satisfaction, Feel EM, Think EM, and Act EM.</p> <p> </p>

This study aims to examine the effect of experiential marketing, service quality and reference groups on customer satisfaction, either partially or simultaneously. And to test whether loyalty is able to moderate the experiential marketing, service quality and reference group variables on customer satisfaction at the North Sumatra Islamic bank Multatuli KCP. This study uses quantitative research methods by collecting data using a Likert scale. The subjects of this study were customers from Bank Sumut Syariah Kcp Multatuli, totaling 100 samples, data analysis techniques through the IBM SPSS statistics 15 program. The results of the study show that first, the experiential marketing variable has a significant effect on customer satisfaction. variable significance value (X1) experiential marketing of 0.000 (<0.05). Second, the service quality variable has a significant effect on customer satisfaction variables. the variable significance value (X2) of service quality is 0.019 (<0.05). The three reference group variables have no significant effect on customer satisfaction variables. variable significance value (X3) reference group of 0.956 (> 0.05). The four customer loyalty variables were unable to moderate the influence of experiential marketing variables on customer satisfaction. The significance value of the interaction variable between experiential marketing and loyalty was 0.946 (> 0.05). The five customer loyalty variables were unable to moderate the influence of service quality variables on customer satisfaction. The significance value of the interaction variable between service quality and loyalty was 0.276 (> 0.05). The six customer loyalty variables were unable to moderate the influence of the reference group variable on customer satisfaction. The significance value of the interactio n variable between the reference group and loyalty was 0.941 (> 0.05). Seventh simultaneously experiential marketing (X1), service quality (X2), reference group (X3) and Loyalty (Z) have a significant effect on customer satisfaction as variable Y, and Sig value < 0.05 then 0.000 < 0.05. Keywords : Experiential Marketing, Service Quality, Reference group, Customer satisfaction and Loyalty.

This paper aims to provide light on the domains of experiential marketing, traditional marketing, and digital marketing. It also attempts to identify the gaps in experiential aspect that appears during an online shopping. The paper tries to identify the components or factors that are responsible for the optimum consumer experience while purchasing online. The purpose of this study is to investigate influence of some critical factors of digital experiential marketing (online store atmosphere, customized information, customer experience, AI effectiveness, online purchase and repurchase intention) on sustained customer relationship for the luxury cosmetics sector in India. Even though a lot of research has been done in the digital experiential marketing but there are still gaps in the literature. As cosmetics are a product where the customer places a high value on product and service experience, we will concentrate on luxury cosmetics market in India. The findings reveal that more a customer is satisfied with the overall digital experience of the product more sustainable relationship will be there between consumer and e-businesses. Providing high levels of interactivity and trust is found to be very crucial for customer satisfaction. The paper studies customer relationship by the factors like increased awareness, positive Word-of-mouth publicity, e-loyalty and customer satisfaction on the online platform and tries to outline a strategic advice for online cosmetic sector. This essay discusses a theoretical framework for digital experience marketing that is pertinent to both researchers and industry professionals. In this study, suggestions for future aspects and significant consequences are also covered.

This study aims to explain the effect of destination image, experiential marketing, and digital marketing communications on tourist satisfaction and the implications for domestic tourist loyalty to beach tourism objects on Bangka Island. This research is quantitative research with descriptive and verification methods. The study's sample consisted of 305 domestic tourist respondents who visited beach tourism objects on Bangka Island using a proportional random sampling technique, and sample size using maximum likelihood estimation. A questionnaire was used to obtain the data and a causality approach was analyzed using Structural Equation Modeling (SEM), using Lisrel 8.8. The results of the study show that the image of the destination, experiential marketing, and digital marketing communications have a positive and significant effect on tourist satisfaction with an R2 value of 63%, and destination image, experiential marketing, digital marketing communications, and tourist satisfaction together have a positive and significant effect on domestic tourist loyalty to beach tourism objects in Bangka Island with an R2 value of 54%. The results of this study prove that the tourist satisfaction variable is an intervening variable that has a positive full mediating effect on destination image, experiential marketing, and digital marketing communications on domestic tourist loyalty to beach tourism objects on Bangka Island. Keywords: Destination Image, Experiential Marketing, Digital Marketing Communication, Tourist Satisfaction, and Tourist Loyalty.

This study aims to examine the effect of experiential marketing, service quality and reference groups on customer satisfaction, either partially or simultaneously. And to test whether loyalty is able to moderate the experiential marketing, service quality and reference group variables on customer satisfaction at the North Sumatra Islamic bank Multatuli KCP. This study uses quantitative research methods by collecting data using a Likert scale. The subjects of this study were customers from Bank Sumut Syariah Kcp Multatuli, totaling 100 samples, data analysis techniques through the IBM SPSS statistics 15 program. The results of the study show that first, the experiential marketing variable has a significant effect on customer satisfaction. variable significance value (X1) experiential marketing of 0.000 (<0.05). Second, the service quality variable has a significant effect on customer satisfaction variables. the variable significance value (X2) of service quality is 0.019 (<0.05). The three reference group variables have no significant effect on customer satisfaction variables. variable significance value (X3) reference group of 0.956 (> 0.05). The four customer loyalty variables were unable to moderate the influence of experiential marketing variables on customer satisfaction. The significance value of the interaction variable between experiential marketing and loyalty was 0.946 (> 0.05). The five customer loyalty variables were unable to moderate the influence of service quality variables on customer satisfaction. The significance value of the interaction variable between service quality and loyalty was 0.276 (> 0.05). The six customer loyalty variables were unable to moderate the influence of the reference group variable on customer satisfaction. The significance value of the interactio n variable between the reference group and loyalty was 0.941 (> 0.05). Seventh simultaneously experiential marketing (X1), service quality (X2), reference group (X3) and Loyalty (Z) have a significant effect on customer satisfaction as variable Y, and Sig value < 0.05 then 0.000 < 0.05.

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.

Camping has become a part of the lifestyle of modern tourists. From camping, a new lodging innovation emerged that combines hotel accommodation facilities and camping, namely glamping. One of the modern glamping in Bali is Bobocabin Kintamani. The purpose of this study was to analyze the effect of experiential marketing on revisit intention mediated by customer satisfaction. The sample of this study was 120 respondents of Bobocabin Kintamani visitors. The sampling technique that will be used in this study is purposive sampling. This research technique uses path analysis, Sobel test and VAF test. The results of this study indicate that experiential marketing has a positive and significant effect on revisit intention, experiential marketing has a positive and significant effect on customer satisfaction, customer satisfaction has a positive and significant effect on revisit intention, and customer satisfaction mediates experiential marketing on revisit intention. The implications of this study provide implications that can be used by Bobocabin Kintamani in developing appropriate strategies. Experiential marketing implemented by Bobocabin Kintamani plays an important role in increasing customer satisfaction, which ultimately has a positive impact on the intention to revisit. The unique experiences offered, such as the smart cabin concept with soothing natural views, increase customer satisfaction and form a lasting impression that encourages them to return.

This research investigates the relationship between Experiential Marketing, Customer Satisfaction and Customer Loyalty of The House of Raminten restaurant. One of marketing approach to create customer loyalty is using experiential marketing through sense, feel, think, act, and relateto build relation to customer that reach customer satisfaction and customer loyaltypurposive sampling. The survey with questionaires was conducted to collect the data. By implementing Structural Equation Modeling (SEM) the results indicate that Experiential Marketing significantly influences customer satisfaction, customer satisfaction showed significantly influences Customer Loyalty. Experiential marketing does not significantly direct influence to Customer loyalty. Customer satisfaction plays role as intervening variable between Experiential Marketing and Customer Loyalty.

Objective: to acknowledge whether experiential marketing is moderated with customer loyalty, influenced customer satisfaction within Jakarta’s premium supermarket context. Method: Primary data for the study was collected through questionnaires as part of the survey research strategy applied. Linear regression was used to signify interactions between experiential marketing, customer loyalty, and customer satisfaction. Furthermore, One-Way ANOVA was also applied in order to indicate differences of the variables between the respondents’ perceptions of the three premium supermarkets. Results: In the Jakarta premium supermarket context, experiential marketing showed a direct and linear effect on customer satisfaction. However, experiential marketing showed an insignificant relationship with customer satisfaction when it was moderated by customer loyalty. Furthermore, based on the comparison test findings, there was a significant difference of experiential marketing factors as perceived by the respondents, while there is none for customer loyalty and customer satisfaction. Conclusion: the study signifies, in the Jakarta’s premium supermarkets context, that experiential marketing has a significant impact on these retailers. However, people in Jakarta did not exhibit particular loyalty to the premium supermarkets they frequented.

This empirical study explores mediating role of experiential value between experiential marketing and Customer satisfaction in the context of Pakistan. The Experiential marketing is used as independent variable consist of five dimensions (Sense Experience, Feel Experience, Think Experience, Act Experience and Relate Experience), Experiential value is used as mediator which is consist of four dimensions aesthetic, playfulness, service excellence, and consumer return on investment (CROI) Customer Satisfaction is used as dependent variable in this research. Fast food industry is selected for this study. Survey method is used to collect data, SPSS (18) and AMOS (18) versions are used for data analysis. Results are supporting the hypothesis that experiential value mediates relationship between experiential marketing and customer satisfaction. This particular study is among few studies which have explored the mediating role of experiential value between experiential marketing and customer satisfaction. The current study will benefit marketers in understanding the importance of customer’s experiences, experiential value that leads to Customer Satisfaction.

The purpose of this research is to analyze the relationship between Experiential Marketing and Customer Loyalty with Customer Satisfaction as an intervening variable. The independent variable analyzed in this study is Experiential Marketing. The dependent variable analyzed in this study is Customer Loyalty. The intervening variable in this study is customer satisfaction. The sample used in this study consisted of 100 Yamaha Motor Indonesia customers. Sampling was carried out by purposive sampling method by distributing questionnaires. Data analysis in this study used the Structural Equation Modeling (SEM) analysis method. Data analysis in this study used discriminant validity tests, reliability tests, model quality tests, and hypothesis testing with the help of SmartPLS 3 data processing software. The results showed that Experiential Marketing had a positive and significant effect on Customer Loyalty, Experiential Marketing also had a positive and significant effect on Customer Satisfaction and Customer Satisfaction had a positive and significant effect on Customer Loyalty. The other result of this study is that Experiential Marketing has a positive and significant influence on Customer Loyalty through Customer Satisfaction as an intervening variable

This study aims to determine the direct effects of experiential marketing and service quality on customer satisfaction, as well as the direct effects of experiential marketing, service quality, and customer satisfaction on customer loyalty. Additionally, this research seeks to identify the indirect effects of experiential marketing and service quality on customer loyalty through customer satisfaction. The research was conducted at Ayam Geprek Cip-Cip. This is a quantitative study, with the population comprising all consumers of Ayam Geprek Cip-Cip, and the sample was selected using purposive sampling method. The sample size in this study was 200 respondents. The analysis technique used is the sobel test and path analysis carried out using IBM SPSS Statistics 25. The results of the study indicate that experiential marketing and service quality have a significant positive effect on customer satisfaction. Furthermore, experiential marketing, service quality, and customer satisfaction also have a significant positive effect on customer loyalty. Customer satisfaction mediates the relationship between experiential marketing and service quality on customer loyalty.

This study aims to analyze the relationship between consumer-based brand equity, experiential marketing, customer satisfaction, and customer loyalty at Starbucks Coffee in Karawang. One of the marketing approaches to support the creation of customer loyalty is to market products using experiential marketing. By integrating the elements of emotion, logic, and general thought processes, a relationship with customers can be built which can not only increase customer satisfaction but also foster customer loyalty. The number of samples studied was 110 respondents via the internet, customers who had visited Starbucks Coffee in Karawang using non-probability sampling. The analytical tool used descriptive analysis and multiple regression methods. The results showed that the dimensions of consumer-based brand equity, namely physical quality, ideal self-congruence, and lifestyle congruence are factors that have a positive effect on customer satisfaction. However, staff behavior does not affect customer satisfaction. The experiential marketing dimension consisting of feelings, thoughts, and actions also has a positive relationship with customer satisfaction, although feelings do not affect customer satisfaction. In the evaluation of customer satisfaction, it is proven that customer satisfaction has a significant effect. This shows that the higher the customer satisfaction, the higher the loyalty of the Starbucks Coffee Karawang outlet customers

The purpose of this study is to determine the influence of Brand Image, Price Discount, and Experiential Marketing on Trust through Customer Satisfaction as an intervening variable in MSME Uti Dhifa Catering in Banyuputih, Situbondo. The sampling technique used in this research is Simple Random Sampling (SRS) with a total of 192 respondents. Data analysis and hypothesis testing in this study employed the Structural – Partial Least Square (PLS-SEM) model. The results show that Brand Image has a positive and significant influence on Customer Satisfaction, Price Discount has a positive but not significant influence on Customer Satisfaction, and Experiential Marketing has a positive and significant influence on Customer Satisfaction. Furthermore, Brand Image has a positive but not significant influence on Trust, Price Discount has a negative and not significant influence on Trust, while Experiential Marketing has a positive and significant influence on Trust. Customer Satisfaction has a positive and significant influence on Trust. Brand Image has a positive and significant influence on Trust through Customer Satisfaction, Price Discount has a positive but not significant influence on Trust through Customer Satisfaction, and Experiential Marketing has a positive and significant influence on Trust through Customer Satisfaction.

Tourism factories are tourist attractions with values of manufacturing, culture, history, tourism, and recreation, providing a series of activities for tourists to experience the products and the manufacturing process in the mode of experiential marketing so as to enhance their cognition for the products and the corporate image. With the establishment of numerous tourism factories in Taiwan, to be competitive it is essential for the factories to develop unique and innovative modes that are difficult to imitate. This study explores experiential marketing, service innovation, customer satisfaction, and other related issues through research on the tourists of a certain tourism factory. It notes that experiential marketing and service innovation have positive effects on customer satisfaction. Tourists’ levels of consciousness of sensual and emotional experience in experiential marketing is very high. Therefore, to strengthen experiential marketing towards customers, applying electronic media to reinforce knowledge of the corporation and products will promote the corporation’s image and product packaging. It will also familiarize customers with the operating philosophy of the corporation and the characteristics of the products so that their purchase intentions will increase, resulting in sustainable development of the business.