Experiential marketing, customer satisfaction and behavioral intention: Timezone game center Surabaya

Rahardja, Christina and Anandya, Dudi (2010) Experiential marketing, customer satisfaction and behavioral intention: Timezone game center Surabaya. In: The 1st International Conference On Business and Economics (ICBE) 2010, 24-25 September 2010, Bukitinggi.

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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.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Experiential Marketing, Customer Satisfaction, Behavioral Intention
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	Christina Rahardja H (31113)
Date Deposited:	12 May 2022 09:13
Last Modified:	12 May 2022 09:13
URI:	http://repository.ubaya.ac.id/id/eprint/41534

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