Experiential value mediates relationship between Experiential Marketing and Customer Satisfaction

Irfan Ali Shah (), Zulfiqar Ali Rajper, Ikhtiar Ali Ghumro and Saqib Wahab Mahar
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Irfan Ali Shah: Sukkur IBA University, Postal: Airport Road, Sukkur IBA University, Sukkur, Sindh, Pakistan
Zulfiqar Ali Rajper: Department of Commerce, SALU Shikarpur Campus
Ikhtiar Ali Ghumro: Department of Commerce, Shah Abdul Latif University, Khairpur
Saqib Wahab Mahar: Department of Business Administration, SALU Shikarpur Campus

Sukkur IBA Journal of Management and Business, 2018, vol. 5, issue 2, 45-61

Abstract: 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 consistingof five dimensions (SenseExperience, Feel Experience, Think Experience, Act Experience and Relate Experience), Experiential value is used as mediator whichconsistsof four dimensions-aesthetic, playfulness, service excellence, and consumer return on investment (CROI)Customer Satisfaction is used as dependent variable in this study. Fast food industry is selected in current 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 research work is among few relevant studies in which the mediating role explored among the 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.

Keywords: Experiential value; experiential marketing; Customer experience; Customer satisfaction (search for similar items in EconPapers)
Date: 2018
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