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.
Download (85Kb) | Preview
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.
|Item Type:||MPRA Paper|
|Original Title:||Experiential marketing, customer satisfaction, behavioral intention: timezone game center surabaya|
|Keywords:||Experiential Marketing, Customer Satisfaction, Behavioral Intention|
|Subjects:||M - Business Administration and Business Economics; Marketing; Accounting > M3 - Marketing and Advertising > M31 - Marketing
C - Mathematical and Quantitative Methods > C3 - Multiple or Simultaneous Equation Models; Multiple Variables
|Depositing User:||Christina Rahardja Honantha|
|Date Deposited:||08. Oct 2010 11:38|
|Last Modified:||11. Feb 2013 23:16|
Augusty, Ferdinand. (2005), Structural Equation Modeling dalam Penelitian Manajemen, edisi 3, BP. UNDIP.
Armstrong, R.W. and Tan Boon Seng. (2000), “Corporate-customer Satisfaction in the banking industry of Singapore”, International Journal of Bank Marketing, 18/3, 97 – 111.
Cronin, J. Joseph, Michael K. Brady, G.Thomas M. Hult. (2000), “Assesing the Affects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments.” http://www.msu.edu/ ~hult/publications/JR00.pdf.
Hair, Joseph F. Jr, William C. Black, Barry J. Babin, Rolph E. Anderson and Ronald L. Tatham. (2006), Multivariate Data Analysis, Pearson, Prentice Hall.
Hanan, M., dan Karp, P. (1991), Customer Satisfaction: How to Maximize, Measure, and Market Your Company’s Ultimate Product, New York: AMA.
Liljander, Veronica dan Tore Strandvik. (1997), “Emotions in Service Satisfaction,” International Journal of Service Industry Management, 8 (2), 148-169
Olorunniwo, Festus, Maxwell, K. Hsu dan Godwin J. Udo. (2006), “Service Quality, Customer Satisfaction, and Behavioral Intentions in the Service Factory,” Journal of Service Marketing, 20 (10), 59-72.
Price, L.L., Arnould, E.J., and Deibler, S.L. (1995), “Consumers’ emotional responses to service encounters”, International Journal of Service Industry Management, Vol. 6 No.3. pp 34 – 63.
Russell, J.A. (2003), “Core Affect and the Psychological Construction of Emotion.” Psychological Review, 110 (1), 145-172.
Schmitt, Bernd, H. (1999), Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate to Your Company and Brands. New York: The Free Press.
Sekyun Yoon, Kim Taekyun, Chae Sungzin. (2002), “A Study of Experience Design Application Model under Tangible off-line Product Environment,” Education phylosophy, a Institute of Korea Philosophy Eduction, 16. 240-249.
Yie-Fang Kao, Li-Shia Huang, Ming-Hsien Yang. (2007), “Affects of Experiential Elements on Experientials Satisfaction and Loyalty Intentions: A Case Study of the Super Basketball League in Taiwan,” International Journal Revenue Management, Vol. 1 (1), 79-96.
Zeithaml, V.A., Berry, L.L., and Parasuraman, A. (1996), “The Behavioral Consequences of Service Quality,” Journal of Marketing. Vol. 60, 31-46.