Modeling Relationship between Experiential Marketing, Experiential Value and Purchase Intension in Organized Quick Service Chain Restaurants Using Structural Equation Modeling Approach
Journal Title: International Journal of Computer Science and Management Studies (IJCSMS) www.ijcsms.com - Year 2012, Vol 12, Issue 0
Abstract
This paper proposes the framework to examine interrelationship among experiential marketing, experiential value and purchase intensions in the quick service chain restaurants. Structural equation modeling (SEM) is used to validate and test the proposed model. Experiential marketing focuses on how customer senses, feel, think, act and relate their experiences. Experiential value incorporate the benefits derived from perceptions of playfulness, aesthetics, customer return on investment and service excellence is incorporated in the proposed model. Structural validity of the model is finally processed by using Statistical Package for the Social Science (SPSS) 18.0 and AMOS 4 software based on the sample of 300 customers. The paper suggests that marketers should consider experiential marketing in quick services chain restaurants will lead to materialization of the sales.
Authors and Affiliations
Dr Ashutosh Nigam
Keywords
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- EP ID EP135390
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