Experiential Marketing at the Bottom of the Pyramid: Theoretical extension and analysis

Muhammad Zahi Maitlo, Rehman Gul () and Irfan Ali
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Muhammad Zahi Maitlo: Shah Abdul Latif University Khairpur
Rehman Gul: Shah Abdul Latif University Khairpur
Irfan Ali: Shah Abdul Latif University Khairpur

Sukkur IBA Journal of Management and Business, 2020, vol. 7, issue 2, 36-59

Abstract: Drawing from basic psychological need theory, this study aims to explore the effect of service experiences(e.g., education, escapism, esthetics, and entertainment)on students’ passion for the university and to examine whether basic psychological needs satisfaction (e.g., autonomy, competence, and relatedness) contributes to the mediate the link between service experiences and students’ passion for the university. To address this knowledge gap, we recruited n = 432 participants from Pakistan based on the convenience sampling method. The structural equation modeling technique was used as a method to test the hypothesized relationships using SmartPLS.Results show that when four dimensions of service experiences were assessed, escapism had the greatest effect on university passion followed by entertainment, esthetics, and education. Our findings further reveal that students'basic psychological needs satisfaction fully mediatesthe effect of service experience and students'passion for the university. Finally, we discuss the implication for theory and policy in great detail and highlighted future research agendas.

Keywords: service experience; esthetics; scapist; entertainment; education; basic psychological need; university passion; structural equation modeling (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ris:ibajmb:0074

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