Does Experiential Marketing and Lifestyle Impact on Customer Loyalty?

(Study at Excelso Coffee Shop Kupang Nusa Tenggara Timur Indonesia)

DOI

10.2991/978-94-6463-076-3_51How to use a DOI?

Keywords

Experiential Marketing; Lifestyle; Customer Satisfaction; Customer Loyalty

Abstract

The food and beverage industry is one of the sectors most affected by the pandemic. Social restrictions to reduce the spread of the covid virus are carried out by lowering outdoor activities, including shopping and eating out. To survive in the business world, companies must have a strategy to increase sales while keeping customers loyal during the pandemic. One marketing approach to increase customer loyalty is to experience marketing through sense, feel, think, act, and relate to building customer satisfaction and loyalty. The survey was conducted on 180 samples using purposive sampling with the characteristics of visiting Excelso Coffee within the last six months, aged 17–65 years and domiciled in Kupang, East Nusa Tenggara. Using the SEM-PLS analysis technique shows that experiential marketing affects customer satisfaction, and customer satisfaction significantly influences customer loyalty. Furthermore, customer satisfaction is an intervening variable between experiential marketing and customer loyalty. This study found that the sense indicator in experiential marketing has the most decisive influence in creating customer loyalty. Business owners of a coffee shop or restaurant can use this study to strengthen customer loyalty based on customers’ experience while they are in the restaurant or coffee shop that involves five senses by maximizing the restaurant facility, product, and services. Atmosphere and comfort in a coffee shop or restaurant is essential for the customer who value most their lifestyle.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Mellany Gwendelina Angelica Mafea
AU  - Visi Saujaningati Kristyanto
AU  - Robertus Sigit Hariwibowo Lukito
PY  - 2022
DA  - 2022/12/12
TI  - Does Experiential Marketing and Lifestyle Impact on Customer Loyalty?
BT  - Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)
PB  - Atlantis Press
SP  - 664
EP  - 679
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-076-3_51
DO  - 10.2991/978-94-6463-076-3_51
ID  - Mafea2022
ER  -