A STUDY ON EXPERIENTIAL MARKETING WITH REFERENCE TO MEGA MALLS IN CHENNAI

SUCHITRA SUNDARAM SUNDARAM

Abstract


 

ABSTRACT

The shopping mall becomes one of the most popular shopping and leisure places. Because of enhancement of consumption level and life style, the consumption experience trend can be seen today. In this mega trend, many shopping malls management did gradually providing merchandise the stress on more leisure esthetics and high quality. However, although the large-scale shopping malls are so popular to customer, it is quite little quantitative research from the experiential marketing view point to investigate consumers’ opinions and experience. Thus the main purpose of our research is to find which of the SEM (strategic experiential module) like sense, feel, think, act and relate have maximum impact on customer loyalty. Out of the five modules, Sense and Feel are the important predictors for the Customer loyalty.


References


(2), 217-225.Schmitt, B. H. (1999). Experiential Marketing. Journal of Marketing Management,

(1), 53-67.Shankar, V., Smith, A. K., and Rangaswamy, A. (2003). Customer Satisfaction and Loyalty inOnline and Offline Environments.

International Journal of Research in Marketing, 20(2),153-175.

(2),81-93.Gronholdt, L., Martensen, A., and Kristensen, K. (2000). The relationship between CustomerSatisfaction and Loyalty: Cross-Industry differences.

Anderson, R. E., and Srinivasan, S. S. (2003). E-Satisfaction and E-Loyalty: A ContingencyFramework.

Schmitt,B.,Fisher,B/. “Experiential Marketing: A New Framework”, http://www.globalbrands.org/research/online/academic/EXMktg CEIBS.pdf,2000.


پاراگلایدر Full Text: PDF

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

ISSN : 2251-1555