Keywords—Customer satisfaction, customer loyalty, experiential marketing. the Relationship between Experiential Marketing and Experiential Value in the. With a traditional marketing strategy, every product and service would explored the relationships between experiential marketing and repurchase intention. Marketing in Creating Customer Value at stars hotel of Application of experiential marketing at 3, 4 customer satisfaction, so that companies can survive.
Relationships among experiential marketing, experiential value, and customer satisfaction - EconBiz
Sometimes they can walk away with the products they want; other times, they can quickly and easily order them online. Regarding the quality of service consumers receive: When you can see the sincerity on their face, shake their hand or give them a hug, it appeals to an old-fashioned sensibility that tells us this person would not betray us.
That kind of person-to-person interaction not person-to-computer screen or person-to-phone tree is a very powerful part of the consumer experience.
- Relationships among experiential marketing, experiential value, and customer satisfaction
When problems can be solved quickly and by a real, live person, consumers are certain to be very impressed with the company. As we discussed in a recent blog post, consumers are much more likely to feel loyal to a brand if both parties have shared values.
Those values may be related to business dealings — things like a percent consumer satisfaction guarantee or always completing projects on time and under budget. Or they may be broader values such as honoring the service of veterans and reversing climate change. Either way, using experiential marketing to draw attention to those values can increase feelings of consumer satisfaction. There are a few other reasons experiential marketing and consumer satisfaction are so closely connected.
Good event marketing activations also generate a positive emotional response. So what can brands do to maximize consumer satisfaction during and after experiential marketing events? We have a few tips. Make sure your experiential marketing activation is created with your target population in mind.
Use well-trained brand ambassadors instead of your own staff members to provide outstanding customer service. In contrast, the following positive relationships were established: Feel Experience established a positive relationship with WOM and consumer loyalty, Think Experience presented a positive impact both on consumer loyalty and on willingness to purchase an ophthalmologic service, Act Experience presented a positive impact on WOM and willingness to purchase and last, willingness to purchase an ophthalmologic service presented a positive influence on consumer loyalty and WOM.
Relationships among experiential marketing, experiential value, and customer satisfaction
However, managers in Ophthalmology can successfully use experimental marketing strategies if they promote a story, meaning a life experience. Moreover, the importance of experience in marketing grew, as the concept itself is very personal and difficult to measure. Clearly, experience turns out to be complicated but placed in a context it gets a significant feature as for example an interaction between a physician and a patient.
Many specialists consider experience to be subjectively assessed as it involves a wide range of feelings and sensorial stimuli and it implies involvement at different levels [ 1 ].
As the health care competitive environment increases, marketers are looking and trying to find new and effective methods of engaging consumers. The concept of service itself has also evolved from being considered commercial to being something that defines a lifestyle [ 2 ].
In the same vein, Lindstrom stated that most people would always want to experience touch, smell, sound, and taste, as well as visual appeal, before they buy a service, as it helps them tangibilize it [ 3 ].
At the same time, consumers have begun to frequently establish relationships between themselves and the service they desire [ 4 ]. Health care services are no exception from these features. Further, this is where, more and more often, the interest of marketing specialists for experiential marketing grows, in order to provide the service experiences that awaken all their senses and offer them a unique sensation and will remain engrained in their minds for a long period of time [ 5 ].
According to Kotler [ 6 ], there are two types of marketing: As far as modern marketing is concerned, it overtook the traditional approach, as it focuses on both customer experience and experiential marketing.