چکیده:
In the business world which is facing with increasing competition among the
firms, customers get more aware about the products and services every day.
In this regard, it can be stated that today the businesses cannot be sustainable
without loyal customers. The aim of this study was to investigate the
relationship between experiential marketing and customer satisfaction in the
hospitality services. Today, little research has been conducted in Iran to
examine the relationship between experiential marketing and customer
satisfaction. However, outside of Iran, numerous studies have examined the
relationship between experiential marketing and other variables. In order to
collect the inventory information, 300 customers of the five-star Samin hotel
in the city of Khoie were selected based on random sampling and then the
hypotheses were tested through structural equation modeling. This study is
applied based on purpose and a descriptive survey based on data collection
method. The results of the study indicated that there was a relationship
between experiential marketing, hedonistic value and perceived usefulness,
perceived service quality with customer satisfaction.
خلاصه ماشینی:
The results of the study indicated that there was a relationship between experiential marketing, hedonistic value and perceived usefulness, perceived service quality with customer satisfaction.
com Peer review under responsibility of UCT Journal of Management and Accounting Studies INTRODUCTION The experiential marketing is a form of marketing which encourages the individual consumers to win unique experiences and improve the recognition of product or service (Huang 2004).
Today, many researches out of Iran and at international level have examined the relationship between sensory and experiential marketing on customer satisfaction and functional value and other variables.
The aim of this study was to spread knowledge about the relationship between experiential marketing on customer satisfaction in the hotel services.
According to the literature review mentioned above, the conceptual model is presented as follows: The proposed model of the research is developed by Ming Qiu (2006) based on which experiential marketing has a positive impact on the perceived value of the consumer and his satisfaction and directly affects consumer loyalty.
Given that the present study aims to investigate the problem and the issue that is to examine the relationship between experiential marketing and customer satisfaction in the hospitality services and Samin five-star hotel, therefore, it is an applied research conducted in order to identify and create effective and successful processes in Samin hotel.
237 H1Conclusion The aim of this study was to investigate the relationship between experiential marketing, perceived heuristic value, , perceived usefulness value, perceived service quality, consumer satisfaction and the development of the model presented by Qiu Ming (2006) in Samin five-star hotel.