{"title":"Experiential Marketing","authors":"M. Fetchko, D. Roy, K. E. Clow","doi":"10.4324/9781315175614-7","DOIUrl":null,"url":null,"abstract":"This study aims to i determine the impact of experiential marketing, product quality, and customer satisfaction on customer loyalty for Nike shoes users. The data collection method used a survey method with purposive sampling on a Likert scale. The object of this research is 205 respondents who i are Nike shoe users in Bekasi. This research uses SPSS software version 24 i and SEM (Structural Equation Modeling) AMOS version 24 for data analysis. The results showed: (1) experiential marketing had a positive and significant effect on customer satisfaction, (2) product quality had a positive i and significant effect on customer satisfaction, (3) experiential marketing had a positive and significant effect on customer loyalty, (4) product quality has a positive and significant effect on customer loyalty, and (5) i customer satisfaction has a positive and significant effect on customer loyalty.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"1 1","pages":""},"PeriodicalIF":3.0000,"publicationDate":"2018-10-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Sports Marketing & Sponsorship","FirstCategoryId":"95","ListUrlMain":"https://doi.org/10.4324/9781315175614-7","RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 0
Abstract
This study aims to i determine the impact of experiential marketing, product quality, and customer satisfaction on customer loyalty for Nike shoes users. The data collection method used a survey method with purposive sampling on a Likert scale. The object of this research is 205 respondents who i are Nike shoe users in Bekasi. This research uses SPSS software version 24 i and SEM (Structural Equation Modeling) AMOS version 24 for data analysis. The results showed: (1) experiential marketing had a positive and significant effect on customer satisfaction, (2) product quality had a positive i and significant effect on customer satisfaction, (3) experiential marketing had a positive and significant effect on customer loyalty, (4) product quality has a positive and significant effect on customer loyalty, and (5) i customer satisfaction has a positive and significant effect on customer loyalty.
期刊介绍：
The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).
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