Munich Personal RePEc Archive

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

Rahardja, Christina and Anandya, Dudi (2010): Experiential marketing, customer satisfaction, behavioral intention: timezone game center surabaya. Published in: Proceedings the first international conference business and economics , Vol. April , No. 1 (15. April 2010): pp. 1-6.

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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.

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