Examination the Interrelationships Experiential Marketing, Experiential Value, Purchase Behavior and Their Impact on Customers Loyalty (Case Study: Customers of Hormoz Hotel in Bandar-e-Abbas)

Exactly how the hotel industry creates good quality service experiences has attracted the attention of scholars and practitioners. Some scholars advocate creating high quality service encounters to enhance customer loyalty. Despite the fact that experiences are regarded as key concepts in marketing today, there are different views and interpretations about the content of terms. This study examines the relationship between experiential marketing, experiential value and mediator role of purchase intentions on Customer Loyalty. Experiential marketing focuses on how customer senses, feel, think, act and relate their experiences and experiential value incorporate the Entertainment Visual Appeal, Interaction, Value and Consumer return on Investment in the proposed model. To test the proposed model, The data were collected through questionnaire and the sample of this study was on a convenience sample of 133 Customer in Hormoz Hotel in Bandar Abbas. The data were analyzed using SPSS 20 and Smart PLS2 software. Findings confirm that Experiential Marketing, Experiential Value and Purchase Behavior present significant positive influence on customer loyalty. Furthermore experiential marketing and Experiential Value have significant positive influence on Purchase Behavior. Also, intermediate effect of Purchase Behavior was confirmed. Research results can serve as an important reference of internal environmental display and consumer experience for chain service industry.

Experiential Marketing, Experiential Value, Purchase Behavior, Customer Loyalty