Detail Experiential marketing, customer satisfaction, behavioral intention: timezone game center surabaya Bibliografi Author: Honantha, Christina Rahardja ; Anandya, Dudi Topik: Experiential Marketing; Customer Satisfaction; Behavioral Intention Bahasa: (EN )    Edisi: 15 April 2010     Penerbit: Munich Personal RePEc Archive     Tahun Terbit: 2010     Jenis: Article - diterbitkan di jurnal ilmiah internasional Fulltext: MPRA_paper_25638.pdf (168.12KB; 28 download) Abstract Experience Economy now affects the progression of economics and customer value will increase whether companies offer memorable experiences. Experiential Marketing focuses on customer experiences from sense, feel, think, act and relate experiences, therefore called customers as affective decision makers. There is a lack of research on emotional response of service companies, and this research is directed to fill in the gap. Research aims to analyze the effect of experiential marketing on customer satisfaction, the effect of experiential marketing on behavioral intention, and the effect of customer satisfaction on behavioral intention at Time zone game center Surabaya. Data is analyzed by structural equation modeling (SEM) with AMOS 4.0. The results show that hypothesis one is accepted, experiential marketing affects customer satisfaction at Time zone, hypothesis two is also accepted, experiential marketing affects behavioral intention of Time zone's customer, but hypothesis three is rejected, customer satisfaction do not affect behavioral intention at Time zone game center Surabaya. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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