HOW DOES STRONG EXPERIENTIAL MARKETING AFFECT THE CUSTOMER VALUE?

Nurdin, Hidayah, S.ST.Par., M.M., et.al. (2017) HOW DOES STRONG EXPERIENTIAL MARKETING AFFECT THE CUSTOMER VALUE? International Journal of Manrketing Studies, 9 (4). pp. 89-96. ISSN 1918-7203

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Abstract

The research objective is to get empirical evidences as well as to elucidate the phenomenon so that conclusion can be drawn concerning the implementation of Experiential Marketing in Creating Customer Value at stars’ hotel of 3, 4 and 5 in West Java, Indonesia. This study uses quantitative approach and Structural Equation Modeling was conducted to test the hypothesis. To meet the adequacy of the data, it was decided to have sample of 210 respondents, consisting of hotel customers who were room occupants of 3, 4, and 5 star hotels in the West Java province. Collection of field data in order to obtain primary data was done through observation, deployment questionnaires, interviews and search and collecting documents. The results confirmed the importance of experiential marketing implementation since it can increase customer value, and it also has implications for customer loyalty. Keywords: customer value, experiential marketing, structural equation modelling

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