Experiential marketing, customer satisfaction, behavioral intention: timezone game center surabaya

Christina Rahardja and Dudi Anandya

MPRA Paper from University Library of Munich, Germany

Abstract: Experience Economy now affects the progression of economics and customer value will increase whether companies offer memorable experiences. Experiential Marketing focuses on customer experiences from sense, feel, think, act and relate experiences, therefore called customers as affective decision makers. There is a lack of research on emotional response of service companies, and this research is directed to fill in the gap. Research aims to analyze the effect of experiential marketing on customer satisfaction, the effect of experiential marketing on behavioral intention, and the effect of customer satisfaction on behavioral intention at Time zone game center Surabaya. Data is analyzed by structural equation modeling (SEM) with AMOS 4.0. The results show that hypothesis one is accepted, experiential marketing affects customer satisfaction at Time zone, hypothesis two is also accepted, experiential marketing affects behavioral intention of Time zone's customer, but hypothesis three is rejected, customer satisfaction do not affect behavioral intention at Time zone game center Surabaya.

Keywords: Experiential Marketing; Customer Satisfaction; Behavioral Intention (search for similar items in EconPapers)
JEL-codes: C3 M31 (search for similar items in EconPapers)
Date: 2010-04-15
New Economics Papers: this item is included in nep-mkt
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Published in Proceedings the first international conference business and economics 1.April(2010): pp. 1-6

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