Experiential Marketing and Customer’s Brand Loyalty in Telecommunications Industry in Kenya
Loading...
Date
2020
Authors
Nyakado, Job Ochieng
Maina, Samuel
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal Corner
Abstract
In this competitive error, customer loyalty is an important concept organization need to adopt to gain competitive
advantage over their competitors. In the resent past, there has been paradigm shift on the marketing strategies
organizations used to win customer loyalty. The paradigm shift is necessitated by the following factors; technological
changes, fragmented media and ever-changing consumer behaviour. Firms use experiential marketing approach in an
attempt to keep customer loyalty, this approach does not only involve selling good products but also making customers
impressed, feeling deep emotion towards the marketed products. The purpose of the study is to conceptualize and
examine the conceptual literature, empirical literature theoretical gaps, methodological gaps and propose a conceptual
model for understanding concepts of experiential marketing and customers’ brand loyalty. The paper also discuss the
techniques used to operationalize this concept and make it understandable for research participants and beneficiaries of
the study. This study proposes positivism philosophy as the most suitable philosophy. Positivism shows the relationship in
the construct applied for the research studies. Combination of several research design will be employed to enable
triangulation. Semi structured questionnaires will be used to collect data. The proposed contextual aspect will be retail
outlets of four main mobile communication providers in Nairobi. Structural equation modeling will be used for data
analysis. Factor analysis will be employed for testing indicators of experiential marketing. The study was conducted on
experiential marketing and customers brand loyalty but similar study would be conducted on other variables apart from
the one discussed to show their relationship and also including the contextual aspect. Further studies should consider
bringing other mediating and moderating variables apart from the one proposed for this study.
Description
A research article published in The International Journal of Business & Management
Keywords
Experiential marketing, Sensory marketing, Brand experience, Experiential value, Customers’ brand loyalty, Brand trust and customer satisfaction
Citation
The International Journal of Business & Management. Vol 8 Iss 6