The Direct and Indirect Relationships between Experiential Marketing and Customer Relationship Strength

Customer relationship strength (CRS) is one of the key success factors of customer relationship management. Experiential marketing is one of latest marketing thoughts that are held by many firms in order to react to the changes in customer behavior. It aims to increase customer satisfaction and cust...

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Bibliographic Details
Published in:Tai Da Guan Li Lun Cong 2010-06, Vol.20 (2), p.49
Main Authors: Chien-Heng Chou, Tai-Ning, Yang, Chin-Mei, Chen, 周建亨, 楊台寧, 陳津美
Format: Article
Language:chi ; eng
Subjects:
Brand loyalty
Customer relationship management
Customer satisfaction
Dogs
Market strategy
Marketing
Online Access:Get full text
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Summary:Customer relationship strength (CRS) is one of the key success factors of customer relationship management. Experiential marketing is one of latest marketing thoughts that are held by many firms in order to react to the changes in customer behavior. It aims to increase customer satisfaction and customer loyalty through increasing customer perceived value. The results of the present study show that, using the customers of food and drinks shops in Taipei as the sources of data collection, customer perception of experiential marketing is positively correlated with CRS, both directly and indirectly. The indirect effects imply that customer satisfaction, customer commitment and relationship bonds serve as intervening variables between customer perception of experiential marketing and CRS. However, the direct effect of customer perception of experiential marketing on CRS is higher than total indirect effect. This indicates that there are other mediators that can better explain the relationship between customer perception of experiential marketing and CRS.
ISSN:1018-1601
2410-2490