First, the researchers used limited respondents, which may influence the generalization of this research’s findings. Research limitation/Implication: The researchers identified three limitations and proposed suggestions for future study. Furthermore, satisfied customers and those who already make an EWOM will create customer loyalty. Practitioner/Policy implication: The marketer needs to create a good customer experience, shaping customers’ satisfaction and influencing them to perform Electronic Word of Mouth. The researchers further highlight the existence of customer satisfaction and EWOM in forming customer loyalty since those two constructs significantly mediate the relationship between experiential marketing and customer loyalty. This study also gives insight into customer satisfaction and willingness to perform EWOM, which will shape their loyalty to the product. Theoretical contribution/Originality: This study improved people’s understanding of the importance of creating costumers experience, which contributed to their satisfaction and willingness to perform EWOM, despite its direct influence on customer loyalty. Research findings: This study found that (1) experiential marketing had a positive impact on customer satisfaction, EWOM, and customer loyalty (2) customer satisfaction and EWOM also positively impacted customer loyalty (3) while customer satisfaction mediated the effect of experiential marketing on customer loyalty, (4) EWOM mediated the experiential marketing effect on customer loyalty. The proposed hypotheses were then tested using Structural Equation Modeling (SEM) with the AMOS version 22.0 application. The researchers used online questionnaires to collect data distributed via Google forms. The respondents were 160 women who recently purchased, used the brand, and performed EWOM. The setting was a local medium, low-end beauty product in Indonesia that competes with many global brands. Research aims: This study investigates how consumer experience with local beauty products influences Electronic Word of Mouth (EWOM), satisfaction, and loyalty.ĭesign/Methodology/Approach: The researchers employed a quantitative approach with an explanatory survey design.
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