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Carmo, I. S. do., Marques, S. & Dias, Á. (2022). The influence of experiential marketing on customer satisfaction and loyalty. Journal of Promotion Management. 28 (7), 994-1018

I. Carmo et al.,  "The influence of experiential marketing on customer satisfaction and loyalty", in Journal of Promotion Management, vol. 28, no. 7, pp. 994-1018, 2022

@article{carmo2022_1732202635369,
	author = "Carmo, I. S. do. and Marques, S. and Dias, Á.",
	title = "The influence of experiential marketing on customer satisfaction and loyalty",
	journal = "Journal of Promotion Management",
	year = "2022",
	volume = "28",
	number = "7",
	doi = "10.1080/10496491.2022.2054903",
	pages = "994-1018",
	url = "https://www.tandfonline.com/toc/wjpm20/current"
}

TY  - JOUR
TI  - The influence of experiential marketing on customer satisfaction and loyalty
T2  - Journal of Promotion Management
VL  - 28
IS  - 7
AU  - Carmo, I. S. do.
AU  - Marques, S.
AU  - Dias, Á.
PY  - 2022
SP  - 994-1018
SN  - 1049-6491
DO  - 10.1080/10496491.2022.2054903
UR  - https://www.tandfonline.com/toc/wjpm20/current
AB  - Today, experiences are considered a key differentiating factor for companies as products and
services have become similar in terms of their functional attributes. Moreover, individuals'
choices are increasingly influenced not only by rational factors, but mainly by emotional
factors. This study aims to understand whether the dimensions of experience influence
consumer satisfaction and loyalty. The hypotheses were tested using PLS-SEM based on
survey data. The results show that satisfaction is influenced positively and directly by
affective and sensorial experience and loyalty is influenced positively and directly by
affective and behavioural experience. The results also indicate the existence of an indirect
relationship between the sensory experience and the affective experience with the loyalty
having the mediating effect of satisfaction.

ER  -