Experiential marketing and its effects on customer e-satisfaction and customer happiness with online purchases in Mthatha

Lucas Vukethwele (), Siphenathi Fihla () and Richard Chinomona ()
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Lucas Vukethwele: Walter Sisulu University, South Africa
Siphenathi Fihla: Walter Sisulu University, South Africa
Richard Chinomona: Walter Sisulu University, South Africa

Insights into Regional Development, 2025, vol. 7, issue 3, 69-82

Abstract: The late 1990s and early 2000s saw the rise of electronic commerce as Internet access became more widespread, leading to the emergence of new online business models. Today, customers can access a wide range of brands offering similar products or services at comparable prices and quality levels, making e-satisfaction a crucial factor in customer happiness. However, other factors also affect overall satisfaction, with e-satisfaction closely linked to these elements. This research aims to investigate the influence of experiential marketing on customer e-satisfaction and happiness with online purchases in Mthatha. Following a positivist research paradigm, the study employs a quantitative approach with a cross-sectional design, distributing a fully structured self-administered questionnaire to 314 fashion industry customers in Mthatha. The methodology allows for the systematic collection of numerical data to analyse the relationship between experiential marketing and online purchase behaviour, to provide measurable insights into the impact of experiential marketing on consumers' purchasing decisions and inform business strategies within the fashion sector.

Keywords: sense experience; think experience; feel experience; act experience; relate experience; customer e-satisfaction; customer happiness; South Africa (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouird:v:7:y:2025:i:3:p:69-82

DOI: 10.70132/d4894356469

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