Relationship between Experiential Marketing and Customer Satisfaction in the Retail Sector

Miranda-Guerra M.D.P.; Hoyos-Yrigoyn N.D.; Carrillo-Carranza L.B.; Karina E. · IBIMA Business Review (2022) · DOI: 10.5171/2022.460444

Resumen

Real customers are one of the most valuable assets for commercial organizations. Maintaining a long-term relationship with consumers is a priority challenge for companies in a highly competitive environment, as customers are currently exposed to excessive volumes of information, raising their level of resistance to any marketing attempt to attract their attention. The objective of this research is to demonstrate the relationship between experiential marketing and customer satisfaction in a retail company in Peru - Cajamarca. The research method is quantitative, correlational, cross-sectional, and non-experimental. For data collection, a survey and the application of a questionnaire were used. The results show a moderate positive relationship between experiential marketing and customer satisfaction, indicating that organizations in the sector should incorporate strategies that accompany the functional value of the product with living experiences. Thus, customer satisfaction levels will increase with a positive impact on the sustainability of the business. Copyright

Instituciones: Universidad Privada del Norte