Assessment of the Impact of Experience Marketing Dimensions on City Loyalty

Zikienė Kristina () and Gagiškytė Laura ()
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Zikienė Kristina: PhD, associate professor at Marketing Department, Faculty of Economics and Management, Vytautas Magnus University, Lithuania. Address: S. Daukanto str. 28, LT-44248, Kaunas, Lithuania. Phone: +370 37 327856.
Gagiškytė Laura: BSc in Marketing, Faculty of Economics and Management, Vytautas Magnus University, Lithuania. Address: S. Daukanto str. 28, LT-44248, Kaunas, Lithuania. Phone: +370 37 327856.

Management of Organizations: Systematic Research, 2020, vol. 84, issue 1, 113-126

Abstract: The article aims to identify the importance of experience marketing dimensions for city residents’ and visitors’ loyalty. The theoretical part of this article analyses the concepts of experience and city marketing, city customers and their importance to the city, and distinguishes the main dimensions of experience marketing in the city. During the quantitative research, the impact of experience marketing dimensions on the loyalty of Kaunas city residents and visitors was determined. Also, using regression analysis the relation between the evaluation of experience marketing dimensions of Kaunas city residents and visitors and the behavioural and attitudinal loyalty was established.

Keywords: city loyalty; city marketing; experience marketing (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:morgsr:v:84:y:2020:i:1:p:113-126:n:5

DOI: 10.1515/mosr-2020-0016

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