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

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  • Rahardja, Christina
  • Anandya, Dudi

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.

Suggested Citation

  • Rahardja, Christina & Anandya, Dudi, 2010. "Experiential marketing, customer satisfaction, behavioral intention: timezone game center surabaya," MPRA Paper 25638, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:25638
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    File URL: https://mpra.ub.uni-muenchen.de/25638/1/MPRA_paper_25638.pdf
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    References listed on IDEAS

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    1. Yie-Fang Kao & Li-Shia Huang & Ming-Hsien Yang, 2007. "Effects of experiential elements on experiential satisfaction and loyalty intentions: a case study of the super basketball league in Taiwan," International Journal of Revenue Management, Inderscience Enterprises Ltd, vol. 1(1), pages 79-96.
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    More about this item

    Keywords

    Experiential Marketing; Customer Satisfaction; Behavioral Intention;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • C3 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables

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