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Experiential value mediates relationship between Experiential Marketing and Customer Satisfaction

Author

Listed:
  • Ali Shah, Irfan

    (Sukkur IBA University)

  • Rajper, Zulfiqar Ali

    (Department of Commerce, SALU Shikarpur Campus)

  • Ali Ghumro, Ikhtiar

    (Department of Commerce, Shah Abdul Latif University, Khairpur)

  • Wahab Mahar, Saqib

    (Department of Business Administration, SALU Shikarpur Campus)

Abstract

This empirical study explores mediating role of experiential value between experiential marketing and Customer satisfaction in the context of Pakistan. The Experiential marketing is used as independent variable consistingof five dimensions (SenseExperience, Feel Experience, Think Experience, Act Experience and Relate Experience), Experiential value is used as mediator whichconsistsof four dimensions-aesthetic, playfulness, service excellence, and consumer return on investment (CROI)Customer Satisfaction is used as dependent variable in this study. Fast food industry is selected in current study. Survey method is used to collect data, SPSS (18) and AMOS (18) versions are used for data analysis. Results are supporting the hypothesis that experiential value mediates relationship between experiential marketing and customer satisfaction. This particular research work is among few relevant studies in which the mediating role explored among the experiential value between experiential marketing and customer satisfaction. The current study will benefit marketers in understanding the importance of customer’s experiences, experiential value that leads to Customer Satisfaction.

Suggested Citation

  • Ali Shah, Irfan & Rajper, Zulfiqar Ali & Ali Ghumro, Ikhtiar & Wahab Mahar, Saqib, 2018. "Experiential value mediates relationship between Experiential Marketing and Customer Satisfaction," Sukkur IBA Journal of Management and Business, Sukkur IBA University, vol. 5(2), pages 45-61, July-Dece.
    • Handle: RePEc:ris:ibajmb:0049
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    Cited by:

    1. Shih-Chi Tseng & Dan Wang & Ching-Cheng Shen & Hsiao-Ping Chung, 2023. "A Study on the Relationship between Tourists’ Experience and Experience Value and Satisfaction in Taiwan’s Farmer’s Markets," Sustainability, MDPI, vol. 15(10), pages 1-15, May.

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