Experiential Marketing as a Driver of Customer Satisfaction
- 10.2991/978-2-494069-83-1_96How to use a DOI?
- digital banking; digital feature; experiential marketing; customer satisfaction
The rapid growth of digital banks in Indonesia has led to high competition between digital banks. Banks need to implement appropriate and targeted marketing strategies in order to win market competition. Experiential marketing strategy has a focus on creating positive experiences in the minds of customers, through the creation of these experiences customer satisfaction can be achieved. Innovative and creative features can be created by implementing experiential marketing strategies. This study examines the effect of experiential marketing strategies through sense, feel, think, act, and relate factors that are implemented on the M features contained in XYZ digital banking on customer satisfaction. A total of 203 respondents have been obtained and meet the research criteria, which are XYZ digital bank customers that uses the M feature. The data analysis technique used in this study is PLS-SEM using SmartPLS version 3 as an analytical tool. The results of this study are experiential marketing as a whole has a positive and significant influence on customer satisfaction. Feel is the most dominant factor that reflects experiential marketing on customer satisfaction.
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Cite this article
TY - CONF AU - Yasmin Fatikah Nugroho AU - Rodiana Listiawati AU - Tetty Rimenda AU - Jhonny Marbun PY - 2022 DA - 2022/12/30 TI - Experiential Marketing as a Driver of Customer Satisfaction BT - Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022) PB - Atlantis Press SP - 541 EP - 545 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-494069-83-1_96 DO - 10.2991/978-2-494069-83-1_96 ID - Nugroho2022 ER -